The Berlin Fashion World was able to meet again in person after 2.5 years, 5 long seasons and countless months of impatient waiting and missing each other. Premium Group debuted two fashion fairs PREMIUM and SEEK, a new GenZ festival The Ground, the conference format FASHIONTECH and the conference newcomers CONSCIOUS CLUB Conference and The Ground Talks all at Messe Berlin.

The rush on the exhibition ground started in the morning just before the gates opened. By noon, countless visitors passed through the main entrance with the large welcome letters WORK + PLAY. From trade visitors to fashion enthusiasts, everyone wanted to see what happens when B2B and D2C come together. What happens when a large, colourful, holistically inspirational hub is created for all topics related to fashion, trends, retail, culture, sexuality, marketing, social media, sustainability, NFTs, metaverse and much more. What happens when trade fair stands become experience spaces, brands meet consumers and a colourful stage programme full of top-class edutainment is presented.

“It’s great to celebrate the premiere here in the new location with everyone. The atmosphere is positive and vibrant – everyone is looking forward to the discussions, the collections, and the input over the next three days. We all needed that adrenaline rush.”

Anita Tillmann, Managing Partner, Premium Group

On Wednesday, 6 July, Anita Tillmann, Jörg Arntz and the Premium Group Team were welcomed back in by the Senate of the State of Berlin in the presence of Stephan Schwarz, Senator for Economics, Energy and Public Enterprises, in the historic Bärensaal of the Berlin City Hall.

In focus: content & communication

With the conferences FASHIONTECH, CONSCIOUS CLUB Conference and The Ground Talks, the Premium Group Team put an additional focus on communication and edutainment. Important topics such as diversity, wellbeing, metaverse and sustainability were discussed and relevant lessons learned for the market, brands and consumers.

It’s been quite a rodeo ride putting together two B2B trade shows, one D2C festival, three conferences, parties, dinners and receptions for so many different audiences and all while the pandemic continues in full swing – barring the rain and flight chaos. I would have wished that even more visitors would have come, but overall the restart was much better than expected. It was definitely an announcement.” 

Anita Tillmann, Managing Partner Premium Group

New togetherness, new exchange, new ideas

With the premiere of the festival for style & culture, The Ground, young consumers and Berlin communities from GenZ and GenY were part of the Premium Group event cosmos for the first time. Almost 6000 fashion enthusiasts and trade visitors came together at The Ground. Exciting conversations, interactive fire moments and cool shows created a special vibe in and around the Palais am Funkturm. The focus was on young target groups wearing, feeling and thinking. How brands can reach young customers, communicate with them and build trust and much more. Business professionals and fashion lovers: a match made in heaven.

New community through ‘Larger than Life Ball’

On Saturday, the day with the most visitors at The Ground, the spectacular ballroom event, the Larger than Life Ball, curated by The House of Gorgeous Gucci in the summer garden of the Palais, created an even bigger sense of enthusiasm throughout participants. Numerous stars and friends of the international LGBTQ+ scene from New York, Rio de Janeiro and Berlin celebrated a colourful open-air party for over 5 hours with cool music and live MC, sensational outfits, plateau heels and wild vogueing and dance competitions on a water catwalk.

Must have PEACE charity initiative

The must-have PEACE merch collection, initiated after the start of the Ukraine war, in aid of Be An Angel e.v. was very well received. The sale of limited-edition clothing and accessories from Carry, Closed, Drykorn, Eastpak, Lala Berlin, Lee, Le Specs, MCM, Merz b. Swans and Wranglers as well as generous donations from Boss, among others, brought in a total of almost 15,000 euros. The remaining stocks are promoted and sold via influencer accounts.

January 2023: Happy Birthday, PREMIUM!

The next Premium Group event cosmos will take place from Tuesday, January 17th to Thursday, January 19th, 2023 with a B2B focus again at the Berlin exhibition centre. The focus is on a big anniversary: the PREMIUM will be 20 years old! After the successful kick-off, the CONSCIOUS CLUB Conference will also be further developed for the next round.

The Berlin Fashion Week and Premium Group events will take place at the same time again from 2023.