The organizers of the Premium trade show for fashion, footwear and accessories – an important component of the Berlin Fashion Week – have decided to leave Berlin after 18 years and move the show to Frankfurt. Anita Tillmann and Jörg Arntz, who are respectively the founder and the chief organizer of the show, have signed a cooperation agreement with Messe Frankfurt. The first common event there, titled Frankfurt Fashion Week, will be held at a still undefined date during the summer of 2021. Some German media have reported the show’s date as July 6-8 of next year, but this was not confirmed at the June 8 press conference where the new project was announced.
The Premium Group, which also organizes the Seek and Neonyt shows, plans to move its three trade shows closer together in the future. Various catwalks shows and events, such as Premium’s FashionSustain and FashionTech conferences, are scheduled to be held simultaneously with the Premium, Seek and Neonyt trade shows.
Clarion Events acquired a majority stake in the Premium Exhibition Group in January 2018, taking over the shares of Waterland Private Equity. Specializing in event management, Clarion has 950 employees in 13 offices worldwide. The British company is active mostly in the retail, energy, security, telecommunications, infrastructure and commodities industries. Tillmann and Detlef Braun, chief executive of Messe Frankfurt, know each other well, as they both have worked for the Joop! fashion brand in the past.
The Premium Group recently announced that it will be launching a new digital trade show format to replace the summer 2020 edition of the Premium and Seek fashion trade shows, as they were both cancelled following a decision by the city of Berlin to ban trade shows and mass events through Oct. 24. For the autumn/winter 2021/22 ordering season, the Premium Group plans to develop a trade show format that combines digital and physical elements. More information on the Frankfurt Fashion Week’s concept will be provided in the autumn.
More than 50 shoe brands exhibited at the Premium show and more than 30 shoe brands at the Seek show in January. For its three trade shows in Frankfurt next summer, the Premium Group is expecting a total of about 2,000 exhibitors from designer firms, brands and fashion companies, and about 140,000 visitors.