The Berlin Fashion Week is going to take place very soon, during the first week of July. As Berlin's trade show landscape has changed a lot since this winter, it has become more difficult to decide where to exhibit and where to look for new brands or for the golden oldies. So we are offering here an overview of the four most important fairs and the brands exhibiting in Berlin this summer in our product category. Except Bright, which is scheduled for July 3 to 5, they will run simultaneously from July 2 to 4.

The new Panorama Berlin trade fair will be held at Berlin's new ExpoCenter Airport in Schönefeld for the second time. A total of 350 brands including Liebeskind, Mexx and Peter Kaiser exhibited at the fair's first edition this January and will show again in July. Panorama aims to close the gap between young avant-garde and premium collections on one hand and sportswear brands on the other. Unfortunately, it is not easy to reach the location, as the premises are quite far outside the city center. 

Footwear brands due to exhibit at the next Panorama show include Josephine, Bunker, Exceed Shoes, Frenzy, Picnic, Felmini, We Are, Posh Wellies, Neosens, Künzli and Dkode. Among the newcomers to the show from the footwear sector will be the Spanish shoe brand Xti, Redo Your Shoe from Denmark, Strena from Portugal and Softclox from Germany.

In its reorganization, the Bread & Butter show had already reduced the number of brands exhibiting at its winter edition by about 100 to 560, closing two halls. The Sport & Street section has been renamed Upper Street, hosting New Balance and other brands. There will be more than 120 newcomers at the July 2-4 edition of B&B including Bestseller, the Danish group that owns J. Lindberg, Jack & Jones, Selected, Vero Moda and other brands. As previously reported, Bestseller will have a huge stand of 6,000 sqm. On the other hand, brands like G-Star have reduced their space and others such as Diesel and Hilfiger Denim have decided not to take part. However, Adidas Originals will fill in the gap left by Hilfiger.

There will be 47 returnees at this year's summer edition of the Bread & Butter show including Ben Sherman, Calvin Klein Footwear, Dr. Martens, Gant Footwear, Levi's Made & Crafted, Majestic Athletic, Nokian Footwear, Shoe Biz Copenhagen and Sweden's Hasbeens. The Urban Base area will be a closed hall as in the winter edition and for the first time there will be no brands exhibiting on the airfield outside the hangars.

Some other brands scheduled to show at Bread & Butter are Wolverine, WeSC, Vagabond, Victorinox, UCLA, Tiger of Sweden, Toms, Superga, Irregular Choice, Pony, Palladium, Clarks Footwear and Sportswear, Napapijri, Lacoste Footwear, Le Coq Sportif, New Balance, New Era, Floris van Bommel, Hummel, Kappa, Flip Flop, Converse, Camel Active, Buff and Buffalo.

After six years of free entry for all visitors to the Bread & Butter show, its controversial organizer, Karl-Heinz Müller, has decided to charge an entrance fee of €500 for a three-day ticket to all guests who are not buyers or agents, distributors, PR agencies of exhibitors, franchisees or members of the press. Bread & Butter aims to distinguish the relevant business professionals from the suppliers to the industry and other ‘trade show hoppers.' Obviously, it does not mind receiving some extra funding along the way to compensate for the drop in rented exhibition area.

Last January, the action-sports oriented Bright show moved from the former Stasi headquarters in East Berlin to a new location at Alte Münze in the center of the German capital. The move proved to be very effective, as more visitors came to the show than in the previous two seasons. Brands like Hub, Element and Puma, which did not exhibit at the Bread & Butter show, expanded their exhibition space at Bright in January 2013. This summer, two footwear brands, Etnies and Macbeth, will be exhibiting there for the first time. That will also be the case for sportswear brands such as Rockwell, Addict, Cayler & Sons. The regulars that are to show some or all of their collections at Bright, as in previous years, are Adidas, Puma, Vans, DC, RVCA, Zoo York, Ecko, O'Neill, Starter and Mitchell & Ness.

Another less casual-oriented fashion fair in Berlin, Premium, celebrated its 10th anniversary in January presenting about 900 labels and more than 1,400 collections. Its organizers have decided now to create a dedicated section only for shoe brands. Hall 4, which previously contained brands of shoes and accessories, will host, almost exclusively, shoe labels. A bigger part of Hall 2 will accommodate the brands of handbags and other accessories that were previously in Hall 4.

Premium will again welcome about 900 brands with between 1,400 and 1,500 collections on 23,000 sqm., but 30 percent of them will be new exhibitors, indicating that there have been many pull-outs. In fact, many of the new shoe exhibitors in Hall 4 will be relatively small Asian labels that are not going to show at Who's Next and other fashion fairs taking place in Paris just before the Berlin Fashion Week.

Under the slogan ‘East goes West,' Premium is inviting professionals from China to help develop business relations between Europe and China. A few days ago, Premium was awaiting confirmation that the Chinese ambassador to Germany, a representative of the Bank of China and the vice president of the Chinese textile industry would attend. Additionally, Premium will present, for the first time, the collections of some Russian designers such as Dina Faradhzeva, Sofia Zharova, Studio Seven and Tvortz.

Shoe brands exhibiting at July's session of Premium include Jacques Morgan, Ganni, Shoto, Diadora Heritage, Ecoalf, Fred de la Bretonière, Melissa, Kennel & Schmenger, Zeha Berlin, Lotusse and Ugg Australia. Newcomers to the show include Reality Studio, Paul & Joe, House of Montague, Soya Fish, Pretty Ballerinas, Julian Hakes, Anthology Paris, Studswar, Diadora Heritage and Plomo. Diadora Heritage will also show its sportswear line for the first time at Premium. Other sportswear brands that have signed up for the show are Etiqueta Negra Polo & Sportswear, Ecoalf, Bogner and Freddy, among others.

Visitors are expected to go to more than one show in the new structure of the trade show landscape, and there should also be more visitors from abroad. Already at Premium, 80 percent of all visitors were foreigners. The transfer of the Bright show to the center of Berlin in January also attracted a greater number of high-class international retailers.

In addition to these fairs, several other smaller trade shows will take place at the same time as B&B, Premium and Panorama in the framework of the Berlin Fashion Week. The Gallery, for example, will continue to host smaller labels with individual contemporary collections of fashion clothing and accessories. Seek, another trade show for contemporary fashion situated next to the Premium show, will host brands like Dr. Martens, Nike, A Kind Of Guise, Sandqvist and YMC.

The Show & Order trade show in the center of Berlin will open its doors for the fourth time, showing mostly small designer labels or newcomers. On Wednesday night from 7 to 9 pm, visitors will be invited to the show's 'late night order' session, which was well attended in January.

Last but not least, the Ethical Fashion Show Berlin will showcase relatively unfamiliar, yet eco-friendly fashion labels in an old power station in the center of Berlin. In order participate in this fair, exhibitors must guarantee that 70 percent of the products presented at the show fulfill the fair's sustainability criteria. In addition, they must fulfill some ecological and social criteria.