Berlin – without doubt, one of the hippest cities in the world. And last week, we were there to soak up some of its cool at Berlin Fashion Week. Berlin Fashion Week may not be associated with the high glamour of say, Milan Fashion Week, but since its first outing in 2007, it has become synonymous with presenting the work of some of today’s most inventive and wildly creative designers. It also places a BIG emphasis on trade shows and fairs in various locations around the city during the week.
We had a stand at the leading international trade fair for street and urban wear, Bread & Butter. In the incredibly vast setting of what used to be Tempelhof Airport, more than 600 urban lifestyle brands set up camp for three days to exchange ideas, inspiration, form new relationships and share new collections. The show was originally the brainchild of German entrepreneur Karl-Heinz Müller, who also happens to be the founder of one our clients, 14oz, a label adored by denim-lovers the world over. The first Bread & Butter was held in 2001 and has grown in prestige and scale ever since, this year, there were more than 80,000 visitors. For us, having our own stand and meeting the people behind so many industry-leading brands was like looking into a crystal ball to see the future of the urban and streetwear sector, exciting times ahead! Online, casualwear is becoming more and more popular year on year, and we can’t wait to get our teeth into transforming the online destinations of some these innovative brands.
We also put in appearances at two other trade fairs over the course of the week, Panorama, at the Berlin ExpoCenter City and Premium, at STATION-Berlin. The first Panorama was only held two years ago but already it attracts exhibitors from nearly 100 countries, and it more than delivered on its promise to give visitors a fantastic overview of the most important trends for Spring/Summer 2016. Premium is all about high fashion and this year more than 1,000 brands were in attendance. Like bees to the honey pot, we were drawn to the Fashion Tech Berlin conference being held at the fair. Focusing on retail and ecommerce, marketing and communications, and wearables and design – we were in our element. The accompanying exhibition was also an unexpected bonus featuring everything from gadgets to jewellery.
Our short and sweet trip to Berlin really got our creative juices flowing, reminding us that the fashion world is in rude health right now and of course, that’s good news for e-commerce too. So as our new German friends would say, “Prost!”