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Greenshowroom and Ethical Fashion Show Berlin: Green fashion fairs – the future of fashion has begun

19 Jan 2018

All expectations exceeded, as visitors crowd into the Greenshowroom and Ethical Fashion Show Berlin. The new FashionSustain conference and the collaboration with Premium Group’s #Fashiontech conference turn the event centre into the foremost hub for future-oriented fashion.

“Super! We were really pleased with our results in terms of both visitor quantity and quality. The ‘Kraftwerk’ event centre is in the heart of Berlin. It couldn’t be better”, said Andreas Wördehoff, Sales and Marketing Manager of Bleed. Busy exhibition stands, crowded aisles and a great atmosphere – that, in a nutshell, was the three days of trade fairs for eco-fashion at the new venue, the ‘Kraftwerk’ event centre in Berlin.

Kraftwerk Berlin: Sustainability and innovativeness in fashion / photo: Thomas Niedermüller / Getty Images
Kraftwerk Berlin: Sustainability and innovativeness in fashion / photo: Thomas Niedermüller / Getty Images

“Exciting and highly committed labels, a wonderful audience of trade visitors and an unrivalled thematic spectrum. The results after three days at the ‘Kraftwerk’ event centre could hardly have been better. We showed that sustainability and innovation are the driving forces of the fashion sector. Anyone who did not come to the shows has really missed something”, said Olaf Schmidt, Vice President Textiles and Textiles Technologies of Messe Frankfurt. “With our new FashionSustain conference and the collaboration with the Premium Group and their #Fashiontech conference & exhibitions, we have also found the perfect partner to transform the ‘Kraftwerk’ into the foremost hub for tomorrow’s fashions.”

More visitors and a high level of internationality
On all three days, visitors streamed into the green fashion fairs, which were held for the first time at the ‘Kraftwerk’ event centre in Berlin. Altogether, 170 labels from 26 countries presented sustainable collections for the 2018/19 autumn / winter season. With 61 percent of exhibitors coming from outside Germany, the Greenshowroom and the Ethical Fashion Show Berlin were more international than ever before. Most of the foreign exhibitors came from other European countries, in particular, the Netherlands, Spain, Portugal, Switzerland, the United Kingdom and Scandinavia. However, they also included labels from India, Korea, Mongolia and Peru.

At the Ethical Fashion Show Berlin, 140 labels presented innovative street and casualwear, including jackets made of recycled leather, biodegradable outdoor garments, bags made of airbags and dresses made of PET bottles. At the Greenshowroom, visitors were enthralled by high-fashion collections from first-class materials such as fair-trade cashmere and peace silk, as well as high-grade accessories made of vegetable-tanned leather and vegan high heels.

Newcomers discover green fairs
Numerous labels took advantage of the Greenshowroom and the Ethical Fashion Show Berlin to present their collections for the first time. “This was our debut here and we welcomed many international buyers to our exhibition stand. Hence, we will certainly come again”, said Anita Godell, founder and CEO of Aphru, Norway. “That we could also take part in the fashion show although this was our first time at the Greenshowroom was an absolute highlight for us”, exclaimed Hanna Sin Gebauer and Julia Hermesmeyer of Korea’s Re;code. Altogether, some 35 percent of exhibitors were taking part for the first time.

Fashion show and evening event highly successful
It was full house for the ‘Night Shift’ on Wednesday evening with even standing places fully occupied for the catwalk show. The collections shown by selected exhibitors from the two fairs offered a foretaste of the coming autumn / winter season and generated a buzz of excitement not only among the audience’s fashionistas but also the numerous representatives of the trade, industry and show business who were there, too. Space age, naturalness, streetstyle and elegance came together in the collections by Edelziege, Graciela Huam, Kozii, Langer Chen, Lanius, Re;code, Rhumaa, Soome, Sanikai, Stinne Gorell and special guest Wunderwerk. For the first time, the show unified the Salonshow and Ethical Fashion on Stage. The green-walled set provided the setting for a variety of choreographies and the looks were curated by designer Claudia Hofmann, co-founder of Fashion Council Germany. The music was by Tuan Anh of Bassgang Berlin while Aveda assumed responsibility for hair and make-up.

After the show, visitors had the opportunity to stroll around the fairs, and this chance to find out about and order from the collections until late in the evening proved very popular. “We took our last order at 20.30 hrs and the fair has been really worthwhile for us”, said designer Anna Bronowski, co-founder of Jan ´N June.

Magnet for bloggers and influencers

The third edition of prePEEK was also a complete success with more than 300 bloggers and influencers taking part. “We are really happy!”, said Fashion Changers, who organised the blogger meeting of the Greenshowroom and the Ethical Fashion Show Berlin. “With 29 labels, we actually had more items available than the participants could try on and style. In this way, the labels received direct feedback about what young fashion fans want.” With prePEEK, the Ethical Fashion Show Berlin offers its exhibitors a direct link to consumers. In a special blogger lounge with stylists, bloggers and influencers were able to choose items for the labels taking part, stage them in photo shootings and report about them in their social-media channels.

‘Kraftwerk’ event centre the hub for future-oriented fashion
The first FashionSustain conference organised by Messe Frankfurt exceeded all expectations. The new event focusing on responsible innovations in the world of fashion and textiles premièred at the ‘Kraftwerk’ event centre in Berlin on Wednesday, 17 January 2018. Embedded in the trade-fair duo, the combination of fair and conference formed Europe’s biggest platform for sustainable fashion.

It was in this context that the new collaboration between Messe Frankfurt and the Premium Group for the two conferences, FashionSustain and #Fashiontech, took place. The latter formed the overture on 16 January 2018 to a two-day content hub revolving around future-oriented, innovative subjects in the fashion and textile sector.

Parallel to the FashionSustain conference, a two-day Thinkaton took an unconventional look at the ‘fabric of the future’. Nearly 30 international thought leaders and lateral thinkers from different scientific, business and creative sectors tackled two industry tasks set by Zalando and the Fashion Council Germany.

(Please also see the separate final press release about the FashionSustain conference)

The next Greenshowroom and the next Ethical Fashion Show Berlin will be held at the ‘Kraftwerk’ event centre in Berlin from 3 to 5 July 2018.

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Information about the textile fairs of Messe Frankfurt around the world:

Background information on Messe Frankfurt
Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With over 2,300 employees at some 30 locations, the company generates annual sales of around €647 million. Thanks to its far-reaching ties with the relevant sectors and to its international sales network, the Group looks after the business interests of its customers effectively. A comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).
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