In a surprise announcement, the Premium and Neonyt trade fairs – both integral parts of the Mercedes Benz Berlin Fashion Week – have revealed that they will move to Frankfurt am Main. Frankfurt Fashion Week will take place in Summer 2021.
In a statement released earlier this week, fashion fair organisers Premium Group said that, after 20 years in Berlin, their biannual Fashion Week would take place in Frankfurt for the first time next year, from July 6 to July 8.
The decision will surely be welcomed by the city of Frankfurt, which earlier this year was ditched from the race to host the lucrative IAA motor show. "This will transform the financial centre of Frankfurt into a new hotspot for the international fashion and lifestyle scene and create a new, international fashion metropolis," said Frankfurt Mayor, Peter Feldmann. He added that hosting the fashion event was a "unique opportunity" that would bring in over 200 million euros each year.
Organisers hope Frankfurt's status as a major trade fair and financial centre will help to increase to scope and international profile of the fashion event. Anita Tillmann, head of Premium Group, said, "Frankfurt is a fresh, new location for this. We're looking forward to it."
The relocation will come as a severe loss for Berlin, both as a fashion location and tourist attraction. These trade fairs act as an economic driving force, bringing more than 70.000 visitors to the city each season. The Senate Department for Economic Affairs estimates that the additional income from overnight stays, gastronomy and other services equals approximately 240 million euros.
Since the Premium and Neonyt trade fairs are typically the main draw of Berlin Fashion Week, it remains to be seen whether the event will survive without its star attractions, especially with the fashion industry struggling to cope with the fallout of the coronavirus pandemic.
However, organisers remain adamant that they would continue to search for new supporting formats, with Senator Ramona Pop confirming: "Berlin Fashion Week continues to take place."