The PREMIUM GROUP invests heavily in young brands – in part by offering more favourable terms for trade show stands, or through manpower and coverage through its communications.
Within the Group, PREMIUM takes a leading role in promoting the next generation and has supported youth talent consistently and for the long term since 2005.

Aspiring brands are incorporated into the portfolios at the upcoming PREMIUM events, but also at SEEK, BRIGHT and SHOW&ORDER. On the one hand, the goal is to promote the brands; on the other hand the aim is to offer retailers a variety of inspiration across all platforms. For those aiming to set themselves apart from the competition, innovative young brands offer a great opportunity to supplement their product range with extraordinary products.

PREMIUM names four promising young designers from all the young brands exhibiting over the season as PREMIUM Young Talents. They are firstly given a high-profile intro to international buyers, along with a free stand at PREMIUM. Then, they have the opportunity to boost their profile and brand recognition with consumers via a showcase in Galleries Lafayette, the perfect chance to promote sales.

In addition, the winners are heavily promoted in the communications and supported in all matters – in the first phase on a B2B level and later with a focus on B2C.

As an exclusive highlight, the PREMIUM Young Talents have the chance to design an individual White Classics collection in collaboration with Superga, to allow them to present their creative and visionary ideas to the international fashion set. This winter season the designs are presented in a showcase at PREMIUM in the WHITE ROOM. In July 2018 they will then be on show at Galeries Lafayette, showcasing them to B2C consumers.




We can confidently describe Julia Seemann as a shooting star on the fashion scene. She studied at the Institute of Fashion Design in Basel and worked for Vivienne Westwood and Meadham Kirchhoff. It was her diploma collection, “Another Composition”, that she presented at Mercedes-Benz Fashion Week in New York – the following day, Rihanna wore one of her runway looks. Since then, she has counted stars like Kehlani and Kim Kardashian among her fans. In her designs she combines subculture with workwear, geometry and mythology. The forthcoming summer collection is dedicated to the “Züri brännt” (‘Zurich is burning’) movement among the Swiss youth in the 1980s. Seemann combines neon shades with anarchic prints, stilettos with workers’ jackets and silk shorts with men’s shirts. Her look is local and international, techno and glamorous, modern and, thanks to the jellyfish that represent power in her eyes, playful too.



Kenneth Ize’s fashion takes coolness to the max uniting Nigeria and New York. Born in Lagos (Nigeria), he studied at the University of Applied Arts Vienna under Hussein Chalayan and Bernhard Wilhelm, later assisting Asher Levine and Edun (New York). In 2013 Kenneth Izedonmwen set up his own label, fusing contemporary style with traditional craftsmanship from his native country. When creating his designs he works directly with Nigerian artisans and places emphasis on sustainable and fair processes. His upcoming Fall/Winter collection is characterised by a prevailing sense of nonchalance. Softly draping trousers and shirts without restrictive collars, casually buttoned with open cuffs, his creations formally breathe the rich designs, looseness and joie de vivre of his homeland, yet also the cosmopolitanism of the city.


YVY – HALL – G07

Yvonne Reichmuth’s sexy leather accessories are worn by stars such as Kristen Stewart, Taylor Swift, Monica Bellucci, Kylie Jenner and Gwen Stefani. Reichmuth, who was born in Switzerland, originally started out as a fashion designer, but since 2013 her label ‘YVY’ has focused mainly on leather goods. All the designs are made by hand from the finest Italian leather and skilfully bring together fashion with bondage elements, resulting in a sensuous experience. This time, the Japanese aesthetic of simplicity and sophistication shines through her new collection, “Shibui”. Black, bondage-style armbands, leather straps that frame the naked back with erotically-charged drama, garters with clasps that are worn under a diaphanous puff of Swiss tulle. YVY gives femininity a captivating strength.



Templa is a new luxury outdoor brand. Manufactured for the Alps, but also for the city. The new hybrid sportswear achieves a sporty balancing act between downhill skiing and going out. Makers Rob Maniscalco, Dellano Pereira and Anati Rakocz did not compromise on design. Their jackets, coats and trousers are crafted from high-tech materials with respect for both craftsmanship and functionality. Their key piece anorak is made not only from top-quality down but also uses the finest leather that is water-repellent thanks to a special waterproofing technique. The anorak therefore provides warmth and protection even in the most extreme weather conditions. New brand Templa aims to satisfy the major challenges of the sport while also responding to the desire of many customers for stylish and high-fashion clothing.