In a pivotal moment for Berlin’s fashion scene, the renowned Premium trade show concludes its 17-year run, yielding the spotlight to Seek. Following Anita Tillmann’s departure, questions about Premium’s future emerged, intensified by its attempts at relocation and a challenging return to Berlin in summer 2023.
Premium, once a stalwart since 2003 in the Potsdamer Platz subway tunnel, now joins Berlin’s fashion events history alongside Bread&Butter and Panorama. Yet, Seek, the streetwear counterpart, stands resilient, poised to shape the region’s future fashion exhibitions.
Despite meticulous curation and Clarion’s support since 2018, Premium struggled to solidify Berlin as a global fashion capital. Acknowledging this shift, the Premium group focuses exclusively on Seek, anticipating a dynamic future for the trade show.
As Anita Tillmann reflects on Premium’s achievements, Jörg Arntz looks forward to Seek’s prominence. «Our shareholder Clarion is now focusing on Seek, which outperformed Premium last summer,» he notes.
The industry landscape shifts toward boutique trade fairs and specialized events, a trend Seek aims to embrace. In a time when big trade shows are questioned, #relevance becomes crucial. Seek’s commitment to streetwear and sustainability positions it as a vital player in the changing fashion exhibition scene.
As Premium’s chapter closes, Berlin anticipates new opportunities. Seek’s upcoming session on January 16-17, featuring around 200 exhibitors, stands as an innovation and sustainability hub. The industry watches closely as Seek navigates this strategic shift, poised to contribute significantly to its growth.
Premium’s exit marks not the end of German fashion but a new chapter for Berlin’s dynamic fashion landscape. Explore the evolving trends with Seek as it takes center stage in the region’s fashion narrative.
