T wice a year, Berlin Fashion Week is home to catwalk shows sponsored by Mercedes Benz as well as numerous other fashion fairs and tradeshows. Mainly designers from Berlin and well known German brands like Marc Cain and Laurèl showcase their new collections on the catwalk, but an increasing amount of international labels are also featured as up-and-coming talents. Premium and Panorama have established themselves as most important fairs and focus mainly on womenswear, however, Premium’s Seek and Bright, are growing in popularity and have a focus on menswear and sportswear. “Grüne Mode” together with Green Showroom and Ethical Fashion Show represent another key area, while other showrooms and smaller fairs complement the trade fair portfolio.
Where does Berlin Fashion Week take place?
The central location of Mercedes-Benz Fashion Week has been the eWerk in Berlin for several editions. In previous seasons, a long tent was located in various locations across the city, such as the square in front of the Brandenburg Gate. However, many designers traditionally prefer to select individual, often particularly atmospheric settings for their shows all over town. Simultaneously, Der Berliner Salon takes place, a showroom for sophisticated German labels often hosted in the Kronprinzenpalais. The Premium fair uses the halls of “Station”, a former postal goods railway station close to Potsdamer Platz, as well as other industrial buildings; Panorama has repeatedly taken place at the exhibition centre at Funkturm Berlin, the former broadcasting tower in Charlottenburg. The event venue Arena in Treptow, hosting fairs of which Seek and Bright has established itself in the last year as another Fashion Week hub. During Fashion Week, shuttle services are available between all important locations.
When does Berlin Fashion Week take place?
Berlin Fashion Week takes place twice every year, in January and at the beginning of July. Its oldest institution is the Premium fair, which had its debut already in 2003. Mercedes-Benz Fashion Week launched their catwalk show in 2007 and in 2013, the Panorama trade fair was founded, where primarily, popular mid-range brands showcase their latest collections. In Summer 2015, the menswear and sportswear segments got a boost when trade fairs Seek and Bright took place jointly for the first time at Arena Treptow; evenly so for specialised denim and accessories labels fair Selvedge Run, which also premiered in 2015. Bread & Butter by Zalando also is part of the fair's attractions: the once most important fair for jeans and streetwear is set to take place at Treptower Arena for several editions, where German fashion e-tailer Zalando organizes the fair with a completely revised concept.