Thursday was all about
Premium tradeshow, which we were told was more fashion clothes stalls and less
brand experiences, but I have to say equally good and interesting in its own
right. Premium is like a maze of stalls and clothes with a few brands choosing
to display VM on Bread and Butter scale but most choosing the low maintenance,
let the clothes speak for themselves approach. Blue blood jeans had to be the
most inspiring for me, the London based jean company laid their jeans out of
operating slabs and injected blue die into the jeans through blood transfusion/
hospital style pumps, very cool.
But the thing that really
stood out for me the most was Premiums ‘Bright Young Talent Section’. This was
a big thing advertised all around Berlin all week so I was instantly intrigued
to find out more, as I have previously studied fashion design and understand
how hard it is to be established in such a competitive industry.
Sebastian Elrich designs
stood out from the start, probably because of his use of neon and hue yellows. We
immediately got talking to his assistant, Benjamin who described the collection
‘Just one of those things’ to us and explained the versatile nature of his
designs. The majority of the sport style designs can be reversed for different
prints and colours detached and change from a high wasted short to a mini
skirt.
Once we looked round the
other areas, Benjamin came and explained the show for Berlin fashion week was
tomorrow and I asked if my friend and I could go. He said he would have to
check with his agent, as it is due to be very busy and later on that afternoon
replied by email that we could attend well if you don’t ask in the fashion
industry you don’t get.
One of the benefits of
attending the tradeshows on behalf of Designer Forum is the ability to receive
a press pass. Press pass is basically the ability to access all areas, the
press lounge and the private brand booths. The press lounge usually contained
internet access and laptops as well as a area to chill including free and food
and drink and press goody bags with all the information in that you will need
for the tradeshow and brands as well as press releases.
We had heard there was a new
event that was hosting an opening night near to the Bread and Butter event.
Toast and Jam, get the name? was the first vintage tradeshow for Berlin and the
first season it has launched. Hosted in a small town hall, full of boutiques,
stalls and individuals looking to make some money, a lot of people flooded in
to the hall and there was a lot of nice clothing and bits and bobs to be sold.
Set up by two Londoner’s who live in I wish them all the best for the event and
hope it is more successful each season and year they do to eventually grow into
a tradeshow in its own right.
After Toast and Jam we
decided to head out for the night to a recommended Berlin bar to sample some of
its nightlife. A lot of people had previously tried to go out in Berlin and
failed with the security being strict on English people entering the complexes.
We found a nice bar which happened to be full of exhibitors and press from
Bread and Butter so it was interesting to find out what is it like to be part
of the event from there perspectives and what life as a freelancer is like.
