Fashion Week? None of the big fashion shows, but in fact the Fashion Week is mainly attended by trade visitors who come to see new fashion collections at the fashion fairs. While “only” 40-50 shows take place, retailers buy and sell the outfits for the coming fashion season on well over 20,000 square metres of floor space.
So the Fashion Week is much more: fashion fair, fashion show, side events.
Fashion Week, what is that?
Many who come to Fashion Week for the first time naturally ask themselves the question, what can you do at Fashion Week? At Fashion Week (whether Berlin, Frankfurt, Milan, Paris, London, New York or Shanghai) fashion buyers and sellers meet. Both sides meet here in person for a few, few days and can take a look at new collections by the fashion designers. New pieces but also inspirations for their own lines.
Fashion fairs at the Fashion Week
In Berlin, over 200,000 trade visitors come or came together every year. A large proportion of the retailers attend the fashion fairs. Fashion fairs are the heart of every fashion week. In the huge halls there are hundreds, thousands of fashion designers, producers and manufacturers of textiles. Between the stands are the buyers, from small fashion boutiques to the big fashion chains. They are all looking for new highlights for their own boutique, store or chain.
Away from the fashion fairs there are fashion shows. These are not so much for the mass of buyers as for PR (public relations), i.e. attention and advertising. At the fashion shows you will find many famous personalities, actors, influencers, sportsmen, fashion editors but also a buyer of the big fashion chains, who of course receive invitations for the fashion show as wholesalers and bulk buyers.
At Fashion Weeks around the world, from Frankfurt to London and Tokyo, there are a handful of big fashion fairs. In the course of time some fairs have been added here in Germany and others have been discontinued, e.g. the “bread and butter”.
The current fashion fairs take place twice a year. The biggest in Germany are the Panorama and the Premium. At both fairs there is a wide range of clothing and textiles. In addition to the big fairs, there are also specialized fairs, e.g. on menswear, sustainability or technology.
Fashion fairs in Germany
The current trade fairs include
- Panorama (All about Fashion)
- Selvedge Run & Zeitgeist (men’s wear)
Exhibition stand: size and turnover
Fashion fairs are really, really big. The individual halls extend over thousands, sometimes tens of thousands of square metres.
Each individual stand then usually covers 20 to 100 square metres, depending on the size of the fashion designer or manufacturer. This is where the new collections can be seen, often with models who demonstrate the garments directly, so-called fitting models. Buyers can place their order directly with the retailer at the stand.
The entire period of the Fashion Week brought between 120 and 240 million euros in sales to the capital Berlin, from fashion to tourism and hotel accommodation, depending on estimates. Organising a Fashion Week is therefore not only a real gain for the respective city in terms of attention but also economically.
Fashion show: PR, attention and new outfits
Especially the fashion shows are very popular. Here fashion designers present their new collections for the coming season. The designer shows are of course a real highlight, choreographed with music and light. Everybody wants to be here, preferably in the Front Row, which means in the front row – right at the front. That’s how you get the best photos for Instagram and here is the Who’s Who of the media industry.
- About 40 shows per season
- Celebrity designers and newcomers
- Seats most limited to 150 to a maximum of 200 guests
Designer: Brand awareness
For designers, such a fashion show is an excellent opportunity to reach a large number of contacts in a very short time. Especially the guests of the fashion show should ensure reach. Editors of fashion magazines and, influencers on YouTube, Instagram or Tik Tok, actors, athletes and other public figures.
In addition, most of the visitors are not from the neighbourhood, but from all over the country, even from all over Europe and the world. Thus, in a few minutes, photos and videos spread all over the country and, with a bit of luck, even further.
This is exactly what fashion designers are counting on, reach in a short time! That’s why the invitations are so sought after. But, without the right contacts it is difficult to get an invitation.
- Public Relation and Attention
- 20 minutes of show.
- Two weeks of press.
- 20 years online
Dates: Main and Side Locations
The dates are all set within one week. Usually the first fashion show starts Monday morning, around 10 or 11 o’clock.
Often there is a main location where most of the shows take place. There are 5 to 7 fashion shows per day. In addition to the main location there are often single side locations. Similar to the fashion shows around Premium, Panorama, Seek & Co. you will find more special topics at the side locations, e.g. sustainability in fashion and ecological trends.
Fashion show sequence
The process of a fashion show is relatively fast, most of them last only between 30 minutes, maximum one hour. Most of the time is spent waiting, either outside the doors or in the square. But time goes fast, usually only 5-10 minutes at the door and in the hall, which can be quickly filled with small talk.
Then it starts, the lights darken, vibrating basses go through the rows. The music comes on, spotlight on the catwalk, the first model!
For 10, 15 minutes the whole world revolves around this show, this staging and fashion!
Plan you fashion show
While the Fashion Week in Berlin has been well established for decades, there is currently only one international agency for fashion shows, casting and PR near Frankfurt. But there is one insider tip: CM. Among other things, the agency organized the final show of the last official Berlin Fashion Week.
Are you looking for a fashion show agency for organisation and planning in Frankfurt? Then you have the perfect contact for casting, models and fashion shows:
Shows, Dates, Designer
Events: One Week of Fashion
Not only the official dates in the calendar are in demand, around fashion fairs and fashion shows, of course there is also a lot to see and experience outside the Fashion Week. From the Blogger Cafe, early in the morning, smaller fashion shows spread over the city, art, aftershow parties and clubs.
Side Events: Away from the official date calendar
Especially during the day there are many alternatives, from art exhibitions to smaller fashion shows and blogger cafés where brands and influencers meet and get to know each other.
Many of the dates can be found in the official Fashion Week calendar.
Tip! So that you really get all the important dates, you should talk to the other visitors. Often you can get the best insider tips and spontaneous events this way! Besides, it is worthwhile to look out for small and hidden side events at Instagram.
Aftershowparty: designers, teams, models
After the fashion shows, especially in the evening, there is often a great after-show party.
Is an aftershow party really that spectacular? Fashion designers celebrate together with their team, the people from marketing, event organisation but also models. Usually not a big party, but a relaxed get-together, often with a live music act. That’s why most aftershow parties start relatively early, around 8 or 9 pm and are usually over before midnight.
Getting invitations for aftershow parties is often even more difficult than for the fashion show itself (which in itself is difficult). Often the fashion designers want to celebrate with their teams alone, without cameras. The next day they go back to their own city, outfits are packed, and much more. That’s why those who really want to party go to the parties on the fringes of Fashion Week.
Many go directly to the clubs after the shows, fairs and after show party. Not only trade visitors. In the clubs you find in the evenings mainly normal party people, hoping to party together with designers, models and influencers.
At the club parties you rarely meet famous names, they cavort at the aftershow parties of the fashion designers or they are already back in the hotel to be fit for the next day.
But at the latest on the last day they go out to the clubs! You can find the best events and happenings in the official Fashion Week calendar.
What will the move from Berlin to Frankfurt bring for the Fashion Week? The move is scheduled to start in the summer of 2021.
According to current media reports, it will probably look like a large part of the fashion shows will stay in Berlin while the fairs move to Frankfurt.
The big question will remain, if the trade public migrates completely to Frankfurt am Main, how much relevance will Berlin still have? Should the fashion shows perhaps also be held in Frankfurt after all?
Frankfurt has developed into an international metropolis, especially due to its large airport and its proximity to finance and banks. Frankfurt is the only German city that can score with its skyline, a great image for the international fashion public.
We keep you here also FW Frankfurt always up to date! Don’t miss any updates, fairs or fashion show dates.
- Fashion show still in Berlin
- Fashion fair in Frankfurt from summer 2021 onwards
Frankfurt x Berlin
New info: Shows stay in Berlin
- Trade fairs move to Frankfurt am Main
Shows stay in Berlin
Updates from the media:
FW Berlin moves to Mainhatten (Interview) – FIV Magazine
Fashion Week Frankfurt – The Frankfurt Fashion Week starts in summer 2021! The city of Frankfurt speaks of an “investment”. It is official, the Fashion Week is moving to Frankfurt am Main. Fairs like Premium, Seek but also Neonyt are moving to the international banking metropolis Frankfurt. Instead of “Poor but sexy” (Berlin’s long-standing slogan), the fashion of the new seasons is now presented between high-rise buildings – an upgrade? We met with Stephan M. Czaja, owner of one of the biggest German model agencies “Cocaine Models” and author of the most successful book for young models, “The Model Book”. He is also the organizer and promoter of the final Fashion Week Show in Berlin, the “Fashion Week Finals” with his fashion show agency (from CM). What does he say about the Fashion Week move from Berlin to Frankfurt?
Fashion Week remains Berlin in the future – Berliner Morgenpost
Berlin. Berlin does not have to do without a fashion week in the future. This was emphasized on Tuesday by the creative agency Nowadays, organizer of the show format Mercedes-Benz Fashion Week. On Monday, Messe Frankfurt and the Premium Group had a surprise.
Fashion Week: The shows will stay in Berlin – Promiflash
Big confusion around the Berlin Fashion Week! On Monday, the latest news about the popular fashion week had surprised many fans: After almost 13 years, the major event, which takes place twice a year, will move from the capital to Frankfurt according to media reports – including the shows and parties. But that doesn’t seem to be the case at all: part of the Fashion Week will stay in Berlin after all!
The Berlin Fashion Week is still taking place – Tagesspiegel
After the loss of the fashion fairs, the industry is looking for new meaning: a “House of Fashion” would offer a perspective. And: The Berlin Fashion Week should continue to exist.
Frankfurt wants to invest
Frankfurt wants to invest, you can find the headline this morning in the FAZ.
We must become sexier – FAZ
We need to become sexier and this is what will happen with Fashion Week – banking city, home of Germany’s largest airport, traffic hub: Frankfurt stands for many industries, but for fashion? Claudio Montanini is convinced: “The organization of the Fashion Week in Frankfurt can change the image of the metropolis decisively for the better. As President of the Marketing Club, Montanini, owner of a communications agency, is a face of the creative scene in Rhine-Main, which should benefit from the radiance of the Fashion Week. “Frankfurt is still internationally regarded as an economically and financially strong, but still boring city,” says Montanini.
First headlines about the move
The first headlines for the Fashion Week’s move from Berlin to Frankfurt.
And with it the provinciality triumphs in Berlin – WELT
The important Berlin fashion fairs move to the economically strong Frankfurt, Berlin as a fashion city seems to be buried. Is this the end of Fashion Week? Would that be bad? At least the Berlin Senate would agree with the concept of this self-deprecation.
“I am stunned and find it incredibly stupid”
says fashion designer Dawid Tomaszewski.
Berlin Fashion Week becomes Frankfurt Fashion Week – Manager Magazin
The Fashion Week, which was previously located in Berlin, will move to Frankfurt next year. This was announced by the organizer Premium Group on Monday. The new Frankfurt Fashion Week will be held for the first time in the summer of 2021.
Modic on the Main
Banks and stock exchange, high-rise buildings and Ebbelwoi: That’s what Frankfurt is known for so far. Now it is becoming a city of fashion. But will the internationally renowned labels also come to Hessen?
Frankfurt snatches away Berlin fashion fair – BILD
It is clear that our city is a first-class trade fair metropolis. But now Frankfurt is going one step further and is becoming a fashion centre!
Because: the financial stronghold is grabbing the cash cow of “Berlin Fashion Week”: the “Premium” trade fair, Europe’s most relevant business platform for women’s and men’s fashion.
Fashion Week moves from the Spree to the Main – ZDF
The Fashion Week goes from Berlin to Frankfurt am Main. The fashion fair, which has been based in the German capital until now, will move in 2021. This was announced by the organizer Premium Group. The new Frankfurt Fashion Week is to be held for the first time next summer. According to the city, it will then be held twice a year, in January and July.
Frankfurt’s Lord Mayor Peter Feldmann (SPD) is delighted:
This will make Frankfurt the new hotspot of the fashion and lifestyle scene and the new international fashion metropolis.
The Fashion Week was last held twice a year. The last time the Fashion Week took place in January in Berlin, around 70,000 visitors were expected. There are always numerous designers who show their new designs.
Bye, Bye Berlin: Fashion Week fair moves to Frankfurt – RTL
A central event of the Berlin Fashion Week moves to Frankfurt, the city loses one of its most famous trade fairs – and some glamour. From next summer on, the Premium Fair, one of the most important events of the Berlin Fashion Week, will take place in Frankfurt, the Premium Group announced on Monday. “Fashion Week and the Fashion Week format will have to be rethought,” said Managing Director Anita Tillmann. Frankfurt is “a new, unspent location”.
Frankfurt takes over Fashion Week: Bye Berlin – CM
Today it ran on all news tickers, from Instagram to the TV news. Fashion Week was as much a part of Berlin as the Currywurst. But times are changing, Berlin has invested less and less in the direction of the Fashion Week in recent years. The fashion fair attracted over 200,000 trade visitors to the capital in a single week. These brought the fashion industry a total turnover of (depending on estimates) between 120 and 240 million euros. The turnover is generated by orders at the fashion fair, including restaurant visits and hotel accommodation in Berlin.
What’s next in January 2021? – Vogue
Since July 2007, the German capital has hosted the Berlin Fashion Week twice a year. If it hadn’t been for the Corona crisis, thousands of employees from the fashion industry would once again set out at the beginning of July to view the new collections for Spring/Summer 2021 in runway shows, presentations and trade fairs.
What the move of the Premium means – Harper’s Bazaar
“Unveiling the Unexpected” is the Premium Group’s way of praising its latest coup – and at least this statement is correct. On 8 June, the organiser of Messe Premium, together with Messe Frankfurt, the organisers of the Neonyt Messe, announced that both events would be held in Frankfurt am Main from summer 2021. This means that Berlin will lose its important position as a trade fair location.