By  on July 14, 2010

BERLIN — The city was hot this season — and not just because of World Cup fever and temperatures near 100 degrees.

There was a packed schedule from July 7 to 10. Buoyed by a better-than-expected retail season and a solid fashion lineup for spring 2011, spirits were high at the Bread & Butter and Premium trade shows, as well as in the Mercedes-Benz Fashion Week Berlin tent and off-site venues.

Although there are no official attendance figures for Bread & Butter, Berlin’s largest show, visitors seemed on par with January, which attracted an estimated 90,000 people. Premium reported an 11.7 percent increase to 46,712 visitors versus January, and attendance surged more than 50 percent compared with the July 2009 edition.

A core group of young Berlin designers had energy to spare. Their collections looked increasingly sophisticated and accomplished in execution. Fashion week remained the key show center for more established German collections, and international brands such as Calvin Klein added to Berlin’s attraction this season. But the emerging local talent set the week apart.


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