Premium Exhibitions go back to Berlin | What will Frankfurt Fashion Week do?
Only a year ago, Premium Exhibitions and Messe Frankfurt announced they were leaving Berlin to unite their trade fairs in one location under the umbrella of the new Frankfurt Fashion Week. Now, Premium Exhibitions back down and announce their return to Berlin. Messe Frankfurt regrets this decision and announces that their will continue as it took place in January. But how will it be? “Basically, we have no reason to fundamentally change the concept of Frankfurt Fashion Week”, Olaf Schmidt, Vice President Textiles & Textile Technologies, Messe Frankfurt, declares to Luxiders Magazine in an exclusive interview.
Following the decision by the Premium Group to hold their trade fairs in Berlin again, the City of Frankfurt is confirming its commitment to Frankfurt Fashion Week. Messe Frankfurt, the City of Frankfurt and the State of Hesse, are sure that the holistic concept of Frankfurt Fashion Week provides up-to-date answers to the needs of the market and will promote further the demands of the industry to build up a one-stop solution in Frankfurt. After the massive restrictions caused by the pandemic, trade fairs, market presentations, runways, conferences and events are planned to be held in the city for the first time in 2022.
But what exactly happened? Why have the organizers of Premium Exhibition suddenly decided to break with all their strategic plans as part of Frankfurt Fashion Week? Is it a question of finance, location, desperation after 4 editions without being able to hold its physical trade fair … or just because the new government in Berlin is offering something really good? On the other hand, where is Neonyt going to be held?
We had an exclusive interview with Olaf Schmidt, Vice President Textiles & Textile Technologies, Messe Frankfurt, to better understand what has happened.
FRANKFURT FASHION WEEK WILL CONTINUE
Is Messe Frankfurt sticking to the Frankfurt Fashion Week?
We are skeptical of the Premium Group’s decision, but at the same time, we remain convinced that the holistic ecosystem of Frankfurt Fashion Week offers the industry, and all participants, a contemporary and relevant event. The central location, Messe Frankfurt’s international textile network with over 50 events worldwide, the cooperation with the United Nation Office for Partnerships as well as the strong local creative industry, are just a few of the many good reasons for this. The reduced start due to the pandemic already met with a very positive response in the media and the industry and showed that we are on the right track.
What changes are planned by Messe Frankfurt?
We will shortly be approaching the industry and the media with further information. Basically, we have no reason to fundamentally change the concept of Frankfurt Fashion Week.
Does this mean that Neonyt is going back to Berlin?
We are in close cooperation with the exhibiting companies, partners, and all participants of Neonyt. As a flagship for sustainable fashion and advanced fabrics, and as host of the Fashionsustain conference, we will continue to prioritise sustainable business. Neonyt is part of Frankfurt Fashion Week.
WHAT DO THE ORGANIZERS FROM PREMIUM SAY?
To Anita Tillmann, managing partner of the Premium Group, “traditional trade fair formats are no longer up to date”. “We have to reinvent ourselves and look to the future – to a new stage in the life of the fashion industry post pandemic, which has changed everything (…) We aim to set new standards for the future of trade events and merge B2B and D2C (direct to consumer) with our new event concept.”
Jörg Arntz, managing director of the Premium Group, commented: “It’s a shame that the move to Frankfurt didn’t work out (…) We all tried very hard and did our best. As an entrepreneur, you always have to remain capable of acting and questioning decisions that have been made. In order to do justice to our customers and the market environment, we have decided – after intensive discussions with the city of Berlin – to hold our events in our home city again. We are Berliners at heart and are confident that the new government will anchor Berlin as Europe’s creative metropolis in a sustainable and economical way.”
FRANKFURT’S RESPONSE
Peter Feldmann, Mayor of the City of Frankfurt: “I am glad that Messe Frankfurt has organised Frankfurt Fashion Week from the start and will continue to do so. The two Frankfurt Fashion Weeks so far have shown: Frankfurt is a fashion expert. Frankfurt is creative, Frankfurt is international and Frankfurt emanates enthusiasm. That could be seen vividly at all the various events, whether digital or live. As a city in the center of Europe, we are a magnet for talented minds from all over the world. The subjects of fashion, sustainability, and retail are therefore Frankfurt subjects. I have no doubt: Messe Frankfurt brings the know-how to lead Frankfurt Fashion Week to a successful future.”
“Although its restrictions were due to the pandemic, the launch elicited a very positive response in media and the industry and showed that we are on track. We shall shortly be approaching the industry and the media with further information. We have no reason to change the concept of Frankfurt Fashion Week in any basic way”, says Olaf Schmidt, Vice President Textiles & Textile Technologies at Messe Frankfurt.
We can imagine there are many possible scenarios being discussed at the moment. The core statement of Messe Frankfurt is: “We have no reason to change the concept of Frankfurt Fashion Week in any basic way”. Luxiders Magazine thinks they will obviously consider what the industry has to say about it and what the majority of their stakeholders needs for Neonyt to consider the place to be held. Luxiders will keep you updated about this.
+ Words:
Belvis Soler
Luxiders Magazine
