PREMIUM F/W 2013/14 Summary

From January 15-17, 2013, the 10th anniversary edition of PREMIUM once again delivered a dazzling performance, this time featuring an exceptional brand portfolio of some 900 labels and more than 1400 collections. Since the very beginning, diligent curation has been a fundamental component of the PREMIUM concept, and this season’s impressive range once again ensured that the retail sector was presented with all the most relevant brands in the areas of womenswear, menswear, avant-garde, denim, sportswear, footwear and accessories. Every season, PREMIUM is fine-tuned with improvements and new features like this season’s innovative new hall concepts. Along with a high number of new brands (30%), some of which were making their debut appearance in Germany or even all of Europe, the PREMIUM concept ensures that retailers receive a fresh, new source of inspiration one season after another. Anita Tillmann: “During this season, which held particular meaning for us, we presented our best brand portfolio yet. We strive to refresh our coverage of the international fashion market every single season and capture all the latest influences and trends in order to inspire the retail industry. The high quality of our brands and our diligent positioning in the high-fashion segment is widely admired and praised. PREMIUM is about presenting high fashion as well as facilitating orders and generating sales, a formula that’s equally enticing to our exhibitors and to retailers. Given the current economic climate, this is extremely important.”

With a 5% increase in visitors from the previous season and steady traffic on all three days, PREMIUM marked a successful start to the ordering season. The increase was predominately due to the rise in international visitors from beyond Europe and particularly from Asia, continuing a rising trend from the last seasons. Visitor breakdown: Germany, Austria & Switzerland 36% | Southern Europe 24% | Benelux & France 20% | Outside Europe 6% | UK & Ireland 6% | Scandinavia 5% | Eastern Europe 3% Anita Tillmann: “The ‘East Goes West’ initiative we have been promoting for several seasons has earned us a reputation for specializing in Asian brands. Our brand portfolio now includes numerous labels from Japan, Korea and China, and the number of Asian buyers at PREMIUM continues to increase.”

With the new “THE ESSENCE OF PREMIUM” showroom concept, PREMIUM presented international cult labels that unite design, authenticity, glamour, luxury and exquisite handicraft, some of whom have been with PREMIUM since the very beginning. Included in THE ESSENCE OF PREMIUM showroom were Giorgio Brato, HTC, Mykita, Roberto Collina, Angel Jackson, Up to Be, Avant Toi, Shinobu, Jacques Morgan and Allagiulia. The loftlike space of the Atelier area was the perfect setting for these iconic brands, with a casual, welcoming atmosphere where visitors could get to know designers over some Italian delicacies. The daily PREMIUM HAPPY HOUR on the Atelier terrace kicked off every evening with champagne from the Veuve Clicquot Airstream trailer. Wednesday’s Happy Hour turned into THE ESSENCE OF PREMIUM PARTY, a chance for both brands and buyers to celebrate the success of the new THE ESSENCE OF PREMIUM concept.

PREMIUM is internationally renowned for its exceptional portfolio of avant-garde Asian brands, which were predominately exhibited in the Hall 7 Dissonance area. Amongst these were the collections from Christian Dada, who has designed costumes for none other than Lady Gaga, Lalaloves London, Mabuya, Mabuya, Gene par Yuki Mishiba, Kaboun, Endehor, D´moment by yeonmi, Designed by Jaewoo Kim, Demoo Parkchoonmoo, Resurrection, Kuro Denim, etc.

For many seasons, PREMIUM has been impressing visitors with its top-notch denim portfolio, and this season did not disappoint. Newcomers such as Koral Los Angeles and Ernest Sewn, repeat exhibitors like 7 For all Mankind and Hudson Jeans, and longtime PREMIUM partners like Current/Elliott, JBrand, True Religion, Joe’s Jeans, Dondup, Silver Jeans Co., Mother, Bleulab, Rock Revival, Robin’s Jean, Superfine, Kuro Denim, Paige Denim, and PRPS Goods & Co. make up what is the most high-caliber denim portfolio in all of Berlin.

Anita Tillmann & Norbert Tillmann: “Our 10th anniversary was everything we hoped and dreamed it would be. We were able to celebrate PREMIUM’s birthday in the location where it all began, amongst the people who are most important to us. We are thankful to all our friends, business partners, exhibitors and visitors who have been part of PREMIUM over the last 10 years, and have stood by PREMIUM’s vision for lasting success. We also want to thank Berlin for continuing to provide the space and opportunities for entrepreneurial growth and creative development.”

PREMIUM’s 10th anniversary was befittingly celebrated with a banquet dinner followed by a party. Harking back to PREMIUM’s beginnings, the event was held in the U3 tunnel below Potsdamer Platz. Guests at the exclusive dinner, including longtime partners, friends, and select members of the press were seated at long tables in a segment of the disused tunnel and treated to a lavish menu from star chef Markus Semmler. Television host Niels Ruf, a longtime friend of the two Tillmanns, kept guests entertained throughout the evening with anecdotes about the early days of PREMIUM. After a warm anniversary address from Berlin major Klaus Wowereit and a video installation with images from the last decade of PREMIUM, it was time for the party to get started. The tunnel’s party section was flooded with party guests who celebrated until the wee morning hours with live acts like “The Cuban Brothers” and DJs “New Glitz on the Block”, “Kill the Tills” and “Horse Meat Disco”. Featured bars from Weekend, Kingsize, Cookies and Flamingo, each serving special birthday cocktails, invited partygoers to revisit all the greats of Berlin’s scene.

PREMIUM YOUNG DESIGNERS AWARD featured by DISTRICT MTV On January 14, the winners of the F/W 2013/14 PREMIUM YOUNG DESIGNERS AWARD were feted in F95 The Fashion Store. This season's winners are: WOMENSWEAR Tom Van der Borght MENSWEAR Asger Juel Larsen ACCESSOIRES Benedetta Bruzziches For further informationen please click here >>

Prior to the presentation of the PREMIUM YOUNG DESIGNERS AWARD was the launch of the YOUNG TALENT SHOWCASE window display at Galeries Lafayette. The showcase presents the collections of the Young Designer award winners of the previous season, arranged by the winner of the PREMIUM WINDOW DRESSER AWARD. PREMIUM’s partnership with Galeries Lafayette gives these young, creative talents the opportunity to be in the public spotlight. The launch of the Französische Strasse window display was celebrated in the lower level of Galeries Lafayette, with invited guests mingling with the young designers.

For Anita Tillmann and Norbert Tillmann, giving back to Berlin means giving targeted aid where it is urgently needed: with the city’s disadvantaged children. In cooperation with online donation platform betterplace.org, they have chosen to financially support three Berlin charities with missions that lie close to their hearts. To raise awareness of these campaigns and encourage individuals in the fashion industry to get involved, these three charity projects were presented at PREMIUM by the team from betterplace.org. Donations were collected via drink sales at mobile betterplace.org bars, via SMS, online at premium.betterplace.org. 100% of all funds collected will go to the selected charity projects. The exact amount raised over the course of this season's PREMIUM will be announced shortly. Anita Tillmann & Norbert Tillmann: “A big thank you to everyone who took part in our donation drive and supported our endeavor to give Berlin’s needy children a better life.”