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PREMIUM is an international fashion trade show for the high-fashion segment of the market. This fashion event takes place twice annually in the STATION-Berlin exhibition halls. With more than 60,000 visitors, some 1,500 collections on show, and approximately 23,000 square meters of exhibition space, PREMIUM is one of the only trade shows in the world to bring together premium brands from the fashion and lifestyle sectors at this scale and level of quality.
PREMIUM's calling card: Each and every season, the most in-demand high-fashion collections, the most innovative products, and the most leading trends from around the globe are united in one place, from womenswear, menswear, denim, and sportswear to footwear and accessories like handbags and jewelry.
The motto: quality over quantity.
The means: consistent curatorial standards, continuous research, and the integration of new collections.
The goal: providing clients with outstanding conditions for placing orders as well as the inspirational push to stay ahead in a very competitive market.
The season-to-season fine-tuning of the brand portfolio, the high proportion of new collections (25-30%), and the integration of innovative new concepts are what keep PREMIUM consistently unique, one season after another. At PREMIUM, the needs of the retail market are always at the forefront. A clear, well-structured concept, easy-to-access information, stringent brand standards, and comprehensive service are designed to make the work of both exhibitors and trade show visitors efficient and enjoyable. Strong brands, one strong trade show, an alliance grounded in one key quality: The name says it all— PREMIUM.
PREMIUM first took place in January 2003. Since then, the revolutionary concept, the unique locations, the creative potential of the city of Berlin, and the visionary spirit of the PREMIUM founders have combined to make PREMIUM a leading event on the world's fashion and lifestyle stage.
PREMIUM is open exclusively to trade professionals: exhibitors,
buyers and representatives of the press.
Below are a few fashion blog posts about the Premium fashion trade show events:
Conference on the Future of Fashion (January 2015)
Premium Order Munich February 2013
Premium Order Dusseldorf February 2013
Premium Fashion Brands for July 2013 /
Final Brand List
Premium Order Munich February 2013
Premium Window Dresser Award 2013
Parley for the Oceans at Premium
Premium International Fashion Trade Show Berlin (July 2011)
History of the Premium International Fashion Trade Show
SEPTEMBER 2002
Founding of the PREMIUM Exhibitions GmbH company.
JANUARY 2003 – PREMIUM's PREMIERE
The first-ever PREMIUM fashion trade show is held in the one-of-a-kind
setting of an U3 underground tunnel beneath Potsdamer Platz in the heart
of Berlin, featuring 70 international exhibitors and welcoming 3,500
visitors. The revolutionary concept, the unconventional location, and
the ripe creative potential of the city, combined with the visionary
spirit of the PREMIUM founders, make PREMIUM a unique new player on the
trade show scene. What sets PREMIUM apart form other trade shows: All
the various segments of the industry, which up to that point had always
been exhibited separately at branch-specific trade fairs, are united and
presented together, early on at the start of the season. Combined under
one roof are womenswear, menswear, contemporary fashion, denims,
progressive sportswear, and even accessories and shoes. Clear
demarcation of space and consistent design of stands placed the
collections front and center and increased visibility of the product, as
well as ensuring all brands received equal attention. In this way,
PREMIUM set new standards and changed the international trade show scene
for good.
JULY 2003 – PREMIUM
The second PREMIUM, featuring 160 exhibitors and enthusiastically
attended by 6,000 buyers and members of the press, is selected as the
best new fashion and lifestyle order platform. In its second season
PREMIUM again presents a unique, high-caliber mix of brands on its
roster, including Bernhard Willhelm, Talbot Runhof, Betsey Johnson,
Giorgio Brato, Roberto Collina, Stephan Schneider, Dirk Schönberger,
Fred Perry, Duffer of St George, Pringel of Scotland, HTC Hollywood
Trading Company, Vintage 55, Lala Berlin, John Richmond, Firma, 81
hours, Serfontaine, Buddhist Punk, Filippa K, Day Birger et Mikkelsen,
and many others. As the first trade show PREMIUM presents an elite
selection of denim brands, primarily coming out of California, which
have come to be referred to in the industry as “premium denim” – with
labels such as 7 for all mankind, Blue Blood, American Retro, Joe' s
Jeans, Evisu, etc.
JANUARY 2004 – PREMIUM+
The makers of PREMIUM add another unique, new platform to the portfolio
with the establishment of PREMIUM+. Dedicated exclusively to
international top designers, the premiere edition of this new platform
features 50 brands. The first PREMIUM+ is held in a tent painstakingly
erected on the former Wertheim property near Leipziger Platz, and along
with the 160 international brands exhibiting in the nearby Tunnel, the
January 2004 PREMIUM brings together a combined 210 brands for a total
of 8,000 visitors.
JULY 2004 – SALON BERLIN
In order to keep up with the enormous demand for high-quality fashion
exhibition space in the city, Premium Exhibitions GmbH creates yet
another influential exhibition platform with SALON BERLIN, focusing on
upscale womenswear. The first SALON is held in an office building on
Leipziger Strasse, in direct proximity to the Tunnel and the PREMIUM+
tent. Together, PREMIUM, PREMIUM+, and SALON BERLIN feature 380
international collections and attract a total of 11,000 visitors.
JANUARY 2005 – PREMIUM YOUNG DESIGNERS AWARD
By now well established as high-caliber fashion and lifestyle trade
platforms, PREMIUM, PREMIUM+, and SALON BERLIN feature 440 collections
in January 2005 with a total of 15,000 trade show visitors. In order to
further support creative new talent in the industry, PREMIUM creates the
PREMIUM YOUNG DESIGNERS AWARD to recognize gifted young designers in the
categories of womenswear, menswear, and accessories.
JULY 2005 – PREMIUM ORDER DUESSELDORF
PREMIUM, SALON BERLIN, and a brand new segment, PREMIUMFIRE, are staged
in a new location at Gleisdreieck, STATION-Berlin, while PREMIUM+ takes
over the legendary Tunnel. This season's total: 480 collections; 12,500
international visitors and buyers. In keeping with the vision for
Berlin's fashion future, Anita Tillmann meets with IMG in New York with
the proposal to create a Berlin Fashion Week, and in doing so, becomes
strategic advisors for IMG's future activities in Berlin. PREMIUM
expands further with PREMIUM ORDER DUESSELDORF.
SEPTEMBER 2005 (2.9.2005) – F95 THE FASHION STORE
F95 The Fashion Store opens its doors for the first time at Frankfurter
Allee 95 in Friedrichshain. Its 360 m2 interior is stocked with a
representative selection of limited editions, international designer
collections, premium denim, shoes, accessories, select perfumes,
magazines, books, and CDs. The store is devised as a stage for
presenting the PREMIUM concept, providing a platform for both newcomers
and established names. Shoes share floor space with denim, avant-garde
with jewelry, and progressive sportswear with books.
JANUARY 2006 – PREMIUM SHOWROOM, BERLIN FASHION WEEK MAGAZINE
PREMIUM presents 620 designers labels, denim collections, and
progressive streetwear brands at STATION-Berlin, and the legendary
tunnel becomes the PREMIUM SHOWROOM. The total this time around: 17,000
visitors. PREMIUM publishes the first edition of the Berlin Fashion Week
Magazine, a newspaper-style publication that keeps trade show visitors
up to date on all events, shows, and fashion news. PREMIUM once again
widens its reach outside Berlin, this time with PREMIUM ORDER MUNICH.
JULY 2006 – PREMIUM SYMPOSIUM
PREMIUM presents more than 600 international collections und brings in
15,000 visitors. The launch of the PREMIUM SYMPOSIUM is declared a great
success and will continue to be staged in following seasons, addressing
the most current topics in the industry.
JANUARY 2007 – RED MOSCOW
PREMIUM features 700 collections, amongst them 80 brands from
Scandinavia and 100 first-time PREMIUM exhibitors, with a total of
15,647 visitors. The debut of the new RED CARPET LOOKS & STARSTYLING
area is a big success, and will continue to be expanded in following
seasons. PREMIUM conquers Russia in expanding again with RED MOSCOW.
JULY 2007 – GREEN AREA, MERCEDES-BENZ FASHION WEEK BERLIN
PREMIUM exhibits 800 collections and counts a total of 13,822 visitors.
Mercedes-Benz Fashion Week Berlin makes its premiere at the Brandenburg
Gate. The successful RED CARPET LOOKS & STARSTYLING area returns in an
expanded version. A new “Green Area” features labels with a focus on
ecological and ethically sound production methods. After two years of
strategic consulting from Anita Tillmann, IMG stages the first-ever
Mercedes-Benz Fashion Week in a tent at the Brandenburg Gate, presenting
both major German labels and newcomers. The vision of Berlin as a
fashion capital is one major step closer to becoming a reality.
DECEMBER 2007 – TAKING OWNERSHIP OF THE STATION-BERLIN
From tenant to landlord: the PREMIUM founders purchase the
STATION-Berlin property. Following the purchase, the buildings undergo
extensive renovation work for several years as well as ongoing
enhancements. STATION-Berlin provides PREMIUM a permanent, new home and
continues to develop in following years as one of the most exclusive
rental spaces in the city center.
FEBURARY 2008
PREMIUM presents 850 collections and attracts 16,354 visitors. The
“Green Area” is expanded and finds favor amongst both industry players
and members of the press.
JULY 2008 – GROWTH
PREMIUM grows ever greater, featuring a total of 880 collections and
bringing in 15,273 visitors.
JANUARY 2009 – SEEK LAUNCH
PREMIUM features 900 collections and racks up 16,837 visitors. The SEEK
trade show is held for the first time on the first floor of
STATION-Berlin.
JULY 2009
PREMIUM presents 900 collections with a total of 31,672 visitors. SEEK
expands to occupy the entire first floor of STATION-Berlin and continues
to enjoy growing popularity.
JANUARY 2010 – SEEK GROWS
PREMIUM once more exhibits 900 collections and attracts 41,807 visitors.
Having established itself with growing numbers of exhibitors and
visitors as an event that can stand on its own two feet, SEEK moves out
of the first floor and into its own space on the STATION-Berlin
premises.
MARCH 2010 – BERLINER FAHRRAD SCHAU
Inspired by the “Green Area” and society's increasing awareness of
issues of sustainability, the first BERLINER FAHRRAD SCHAU is held,
featuring top international brands of bicycles and cycling products.
Adhering to the PREMIUM exhibition concept, sports bicycles, city
bicycles, electric bicycles, and everything in between are brought
together under one roof, as well as bike parts and cycling fashions.
JULY 2010 – PREMIUM WINDOW DRESSER AWARD
PREMIUM presents 950 collections to a total of 46,712 visitors, and SEEK
continues to grow steadily. For the first time ever, PREMIUM holds the
PREMIUM WINDOW DRESSER AWARD contest, with the goal of fostering
creativity in the retail market. In a typically Tillmann move, the
unique contest is made open to all, whether a trained decorator, graphic
designer, fashion designer, or even an artist. Three finalists are
selected from amongst the entrants and given the chance to show off
their stuff, with each decorating one window at F95 The Fashion Store.
After a public vote, one winner is awarded the (paid!) job of decorating
the windows at F95 The Fashion Store for Fashion Week. A chance for all
aspiring creatives to get their big break.
OCTOBER 2010 – ORDER OF MERIT
In recognition of their outstanding service to the city of Berlin, Anita
Tillmann is awarded the Berlin Order of Merit by mayor Klaus Wowereit.
JANUARY 2011 – YOUNG DESIGNERS GO PUBLIC
PREMIUM features about 1,000 collections und brings in 59,117 visitors.
For the first time the winners of the PREMIUM YOUNG DESIGNERS AWARD are
presented to the public in the windows of Galeries Lafayette on
Französische Strasse 23.
JULY 2011 – CONCEPT PANORAMA, PREMIUM MAGAZINE
PREMIUM presents about 900 brands and more than 1,400 collections and
counts over 60,000 visits. The PREMIUM MAGAZINE is published for the
first time as an information source and organizational tool for buyers
at both regional location Duesseldorf and Munich. Anita Tillmann
formally takes on advisory duties for Panorama, a trade show focused on
strong-selling, midrange labels, and develop the concept together with
Jörg Wichmann, making into reality the long-standing dream of
establishing Berlin as a major fashion metropolis. Due to the
consultancy by the PREMIUM founders another revolutionary idea has come
to fruition. The WINDOW DRESSER AWARD contest is launched for a second
time and enjoys plenty of attention from the industry and the press.
OCTOBER 2011 – F95 MOVES TO STATION-BERLIN
After six successful years, F95 THE FASHION STORE changes locations,
joining PREMIUM at the STATION-Berlin premises. The winner of the
PREMIUM WINDOW DRESSER AWARD is chosen, French artist Ewen Gur, already
popular in his home country for his comic art.
JANUARY 2012 – RECORD SEASON, SHOWCASE, SEEK MOVES
PREMIUM wraps up a record season, with more than 1,300 collections
exhibited, visitor numbers 10% higher than the previous season, and a
growing number of international visitors. PREMIUM continues to prove its
knack for innovation and the strengths of its strict seasonal curation,
with new collections making up 25% of all exhibitors. The halls of
STATION-Berlin continue to undergo renovations. Two particular
highlights are the expansion of Hall 7, including a new roof, and the
construction of an impressive glass front for Hall 3. The 15th PREMIUM
YOUNG DESIGNERS AWARD is presented to Blame, Lamperia, and Rita in Palma
and in a collaboration with MCM Signature Backpacks that creates a stir
in the industry, the winners are presented with backpacks from Michael
Michalsky himself to which they will add their own creative designers'
touch. The PREMIUM Showcase, located in the shop windows of Galeries
Lafayette, is arranged by PREMIUM WINDOW DRESSER AWARD winner Ewen Gur.
Displayed are the collections of the PREMIUM Young Designers
Spring/summer 2012 season, and for the first time, these winners are
introduced to press and public in an official ceremony. F95 The Fashion
Store makes its debut as a venue for numerous events and presentations,
giving consumers the opportunity to experience the excitement of Fashion
Week while PREMIUM remains accessible only to industry insiders.
JULY 2012 – ONWARDS AND UPWARDS
PREMIUM takes it yet another notch higher: With a visitor increase of
8%, last season's record is surpassed. More than 1,400 collections are
presented at STATION-Berlin, an amount that can only be accommodated by
further expansion of the facilities. Hall 5 gains a new terrace that
functions as a lounge area, behind Hall 7 is a new restaurant, and Hall
2 becomes the “Jewels” hall, leaving Hall 4 dedicated to shoes and
handbags. The new “7th Heaven” hall is reserved for avant-garde
collections. F95 The Fashion Store is once again a meeting point for
fashion fans, hosting events that feature select PREMIUM brands.
Naturally, the boutique is also a shopping paradise for both consumers
and trade show visitors, who can use the space to wind down after a long
day of exhibition business.
OCTOBER 2012 – F95 THE FASHION STORE
F95 The Fashion Store marks the one-year anniversary of moving to the
STATION-Berlin location.
JANUARY 2013 – 10TH ANNIVERSARY
In January 2013, PREMIUM will celebrate its 10-year anniversary – an
occasion to not only shine the spotlight on the achievements of the
trade show, but also to take stock of 10 years of successful fashion
business in Berlin. We warmly welcome you to join us in commemorating
this special occasion in honor of both Berlin and PREMIUM.
There is more, but we will get back to this at another time.
Learn more about the Premium international trade show at https://www.premiumexhibitions.com/