Berlin: Premium and Seek are in the starting blocks

By

Isabel LEONHARDT

Published
Jul 7, 2023

For the upcoming edition on July 11 and 12, parallel to Berlin Fashion Week, the Premium Group wants to present itself as an event and trend platform. In addition to a selective brand portfolio, the organisers are also organising new formats such as "Curated by Fashion Council Germany" and "Platte raves The Ground" at Station Berlin.

"The summer editions of Premium and Seek are just around the corner and the team invites the fashion and creative industries to come together to identify new potential, expand their network and celebrate together," Premium Group announces ahead of the event.

Flagship events remain the Premium and Seek fairs, which present a curated brand portfolio. The focus is on "promising brands and newcomers, which the team has painstakingly researched and curated with a lot of passion and a focus on real potential."

The brand mix presents international brands that are already successful abroad thanks to organically grown communities. These include brands such as Silk Laundry from Australia, Penn & Ink NY from the USA, the Italian brands Briglia 1949 and Duvetica as well as Maanesten from Denmark. 

This season, Ukrainian labels will again be exhibiting in their own exhibition areas at Premium. Twenty five emerging Ukrainian designers will present their creations and their stories.

At Seek, visitors can expect Taion from Japan, Girlfriend Collective from the USA, Helinox from Korea or Virón from France. For the first time, there will also be a D2C activation at Seek, where "the D2C Cool Kids" can present themselves to the stationary trade, thus closing the omnichannel circle. 

The Premium Group again wants to address the sustainability crowd with the Conscious Clubs. Participating brands include Veja, Dawn Denim, Sandqvist, Kings Of Indigo, Jan 'n June, Merz b. Schwanen, Lanius and Armedangels. 

In addition, the organisers expect buyers such as Selfridges, Andreas Murkudis, Urban Outfitters, Galeries Lafayette, Alshaya, Goat, Peggs & Son, Margreeth Olsthoorn, Breuninger, KaDeWe, Zalando and About You.

The Premium Group wants to take the step towards becoming an event and trend platform with a versatile repertoire of inspiration and content, bringing together "the most relevant topics from fashion, business, beauty, sustainability and tech in one place over two days." To this end, the team has teamed up with other players. 

For the first time, the Fashion Council Germany will present a selection of up-and-coming designers from Germany and Ukraine. Under the motto "Curated by Fashion Council Germany", fourteen designers will present their new collections in a separate showroom on the grounds of Station Berlin. When curating the designers, care was taken to ensure that they had a show to coincide with Berlin Fashion Week. Labels such as Richert Beil, Fassbender, Milk of Lime and DZHUS will be there. 

With the slogan "Content is King", the Premium Group announces an extensive content programme that includes keynotes, live interviews and panel discussions with experts from the fields of fashion, business, culture, tech and sustainability. The speakers come from companies such as TikTok, Ebay, Jung von Matt and The School of Life.

Sustainability experts Max Gilgenmann and Magdalena Schaffrin from Studio MM04 are organising a 202030 pop-up programme with a focus on denim and the aim of "presenting the most important content from the field of sustainable fashion development to the industry."

Last summer, the Premium Group launched the format "The Ground", which is being relaunched for this edition as "Platte raves the Ground". In the community space, The Ground, together with Platte.Berlin, presents an interactive place for live content creation, entertainment and experiences for Gen Z, Gen Y and Gen Alpha. The aim is to bring brands and fashion professionals into dialogue with the next generations. 

The ubiquitous topic of Artificial Intelligence will be discussed by the tech experts from Yoonaverse on both days of the event. Virtually and on site, they will provide the community with relevant tips for profitability and sustainable growth through digital progress.

Following the success of the Beauty Bar last season, there will again be an area for beauty and wellness brands this year. Brands such as CTZN, EQ, Dearsoap, i+m Naturkosmetik and RevitaLash will present themselves in the Beauty Area.