Get Personal With PREMIUM
by Beeke Melcher posted on June 11, 2009PREMIUM is back and we are looking forward to this excellent exhibition’s opening with fantastic anticipation.
Alongside Mercedes-Benz Fashion Week Berlin Spring/Summer 2010, from July 1-3 PREMIUM is set to present a trend portfolio of 900 international women’s and men’s collections, accessories and premium denims. Amongst the many jeans labels, young talents and well established designers will be showcased with the major goal of the trade fair being to provide constant inspiration by delivering information, trends, networking possibilities and a positive business transaction.
In a personal chat with the founders and organizers, Anita and Norbert Tillmann, they told us of their beginnings, the story of PREMIUM, why they chose Berlin and that both of them had long contemplated the idea of a new kind of fashion trade fair. They both shared the opinion that established fairs were dull and old-fashioned and had a clear vision of the future that was much more edgy in their mind. Truly revolutionary thoughts you might say!
Germany’s fashion scene is notorious for not welcoming new ideas and isn’t known for embracing forward thinking fashion related thoughts so implementing PREMIUM was of no exception as it seemed a bit too crazy and too new. But the positive international feedback kept the two going and made them fight for Berlin, the ‘In Metropole’ of the new millennium with it’s huge potential, as their home base. Starting off by holding the first PREMIUM in a subway tunnel this certainly was a innovative idea. And as Berlin residents we totally share their opinion and agree that Berlin is the new New York.
Norbert and Anita believe that all of the events running alongside Mercedes-Benz Fashion Week Berlin and the Designer for Tomorrow Award will help to strengthen Berlin’s reputation as a fashion hot spot for the future and change it to become one of the most important fashion centers worldwide. We are excited to be a part of it!
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