BERLIN — The Bread & Butter and Premium trade fairs were joined by several smaller newcomers looking to take advantage of the influx of buyers to the city.
This story first appeared in the July 23, 2009 issue of WWD. Subscribe Today.
Eco-luxury was the focus of Green Showroom at the Hotel Adlon. The boutique show was founded by Berlin designers Magdalena Schaffrin and Jana Keller, who wanted to demonstrate there’s more to organic and sustainable fashion than printed T-shirts. A set of suites showcased avant-garde wedding dresses in sustainable fabrics by Blushless, clothes from Schaffrin and Roshanak Salim, Les Ettes fragrances and skin care lines Dr. Hauschka and Snowberry.
Barbara Lindner, whose clothing and accessories label Alila is made from recycled kimonos, and three other Vienna eco brands shared a joint booth at Premium, but also opted to show at Green Showroom. Lindner said her designs would be better suited by the stately atmosphere offered by Green Showroom.
Estonian designer Reet Aus, who showed recycled denim miniskirts and fluid organic cotton blouses, said it was a relief that visitors to the showroom already knew the products were green.
“In these big fairs, it takes so much energy to just explain to everyone,” said Aus.
Boudoir, a new two-day lingerie and luxury fair, also made its debut. Co-founder Mayouri Sengchanh, who has a background in trend research and fashion fairs, said she couldn’t find a proper platform in Germany for brands that mix sensuality and luxury, so she created one. Sengchanh said she had 400 registered buyers but expected 500 visitors to see the offerings from 25 brands, including massage candles from World of Oils, sensual toys from YesForLov, and premium lingerie from Blush, Der Kommissar and French CanCan.
“Of course, we’re crazy,” said Sengchanh when asked about launching in the midst of global downturn. “But we think that despite the crisis situation there are still niche markets and those niche markets are expecting some answers that they don’t have at the moment.”
Edgy green newcomer Thekey.to touted longer hours to catch buyers coming from Bread & Butter or Premium. The show was held at a spacious venue in the off-the-beaten-path neighborhood of Neukölln.