In January 2013, the PREMIUM Fashion Trade Show turned 10 – and reflected back on a thrilling, decade-long success story. To the PREMIUM founders goes the credit for reinventing the fashion trade show concept and transforming Berlin once more into a fashion hotspot. In 2003, they launched their revolutionary concept in a spectacular setting: in the U3 underground tunnel underneath the Potsdamer Platz, where they unified the various branches of the industry into a one-of-a-kind lifestyle trade show. Ten years later, PREMIUM stands as a leading example in the high fashion industry. For 10 years, the PREMIUM founders have made visionary lifestyle their benchmark and Berlin’s future as a fashion capital their cause — and they’ll continue doing so for at least another ten.
In January 2003, more than a decade ago, the PREMIUM Fashion Trade Show was held for the first time in the unique atmosphere of the U3 underground tunnel in the heart of Berlin, below the bustling Potsdamer Platz. The concept, the unconventional location, and the ripe creative potential of the city, combined with the visionary spirit of the PREMIUM founders, made PREMIUM the most talked-about fashion and lifestyle event practically overnight.
What makes PREMIUM´s concept special: PREMIUM brings together all the various segments of the industry, womenswear, menswear, sportswear, denim, accessories, and shoes, which up to that point had always been exhibited separately at segment-specific trade fairs under one roof. Guided by the motto: “Quality over quantity”. The commitment: Constant curating. 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. The mission has always been, to present all the best collections from around the world, from all the various segments of the industry, in one place – and always early in the season, ahead of the game, service-oriented and buyer-friendly.
With these key concept, PREMIUM has set new standards and has changed the international trade show landscape for good!
Even at its premiere, PREMIUM already had 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, Pringle of Scotland, HTC Hollywood Trading Company, Puma Black Station, Irregular Choice, Vintage 55, Lala Berlin, Kaviar Gauche, John Richmond, Firma, 81 hours, Serfontaine, Buddhist Punk, Parasuco Cult, Filippa K, Day Birger et Mikkelsen, Avelon, Elfcraft, Dyrberg Kern, Kostas Murkudis and many others.
PREMIUM was also one of the first trade shows in Germany to present an elite selection of designer denim and sportswear brands which have come to be referred to in the industry as “premium denim”, with labels such as 7 For All Mankind, Dondup, Blue Blood, Joe’ s Jeans, Evisu, etc. Until today, PREMIUM presents an outstanding denim and sportswear portfolio.
The goal of the founders was not only to make PREMIUM the most talked-about fashion trade show in the world. From the very beginning, they were also on a mission to establish and secure Berlin’s status as an international fashion metropolis for the long-term future. It makes perfect sense, then, that the concept for Berlin Fashion Week was also the brainchild of the minds behind PREMIUM. In 2005 Anita Tillmann presented the idea to IMG, global industry players based in New York, and on the basis of that pitch, IMG has been successfully staging the Fashion Week in Berlin since 2007.
Initially dismissed by some naysayer critics, today PREMIUM is having the last laugh, having established itself as an unparalleled success story. What began in 2003 as a distinct but small ordering and lifestyle platform with just 70 brands has grown into a leading industry example with nearly 900 brands and 1,400 collections, the only trade show to unite high-quality fashion and lifestyle on this scale.
Not only that, but in the last ten years, Berlin has become one of the most multifaceted and creative fashion centers on the globe and a hub in the international fashion industry, in no small part thanks to the efforts of Tillmann. In October 2010 she therefore has been awarded the “Order of Merit of the State of Berlin” in recognition and appreciation of her outstanding service to the city of Berlin.
In January 2013, PREMIUM will celebrated its 10th anniversary – and at the same time – ten years fashion expertise, fashion-forward thinking and fashion networking – but above all ten years of fashion in Berlin.