Great start for Messe Frankfurt: warm welcome to GREENshowroom

19 Jul '11

5 min read

Eco fashion in the limelight: the GREENshowroom was the biggest platform for green fashions in Berlin and extremely popular during the Mercedes-Benz Fashion Week Berlin from 6 to 8 July 2011.

Numerous trade visitors, journalists and invited guests made their way to Hotel Adlon Kempinski where 40 labels presented sustainable, high-end fashions, accessories and lifestyle products. For the first time, Messe Frankfurt was responsible for organising the event and added a new segment for casualwear and streetwear called 'GREENshowroom featuring Ethical Fashion Show'.

Modern design, zeitgeist and luxury combined with sustainability and environmental consciousness – for the sixth time, GREENshowroom presented exclusive, international and, in particular, sustainable fashion and lifestyle labels. Held within the framework of the Berlin Fashion Week, the GREENshowroom opened its doors at the Hotel Adlon Kempinski. As in the past, the unconventional concept of combining a trade fair and a showroom and presenting green fashions in a luxurious setting was a great success and was given an enthusiastic reception by both exhibitors and visitors.

Outstanding echo, great potential
“The echo has been outstanding over the last three days. The GREENshowroom has developed into an important factor in the market for eco fashions and we continue to see a great potential for this event to grow because the high level of interest in the green segment has once again clearly shown that the future belongs to the world of sustainable fashion”, said Olaf Schmidt, Vice President Textiles & Textile Technologies of Messe Frankfurt. The founders of the event, Magdalena Schaffrin and Jana Keller, were also very pleased. “We are delighted that this GREENshowroom was as successful as the January event and that we were able to expand it. The number of visitors has grown continuously.”

According to the founders, one reason for the growing interest is the careful selection of exhibitors. “The products of our labels combine sustainability with design and quality – three factors that are extremely important for us when we come to choose our exhibitors.

Green fashions are no longer associated with unattractive design or tree huggers. “Prominent visitors from the fashion sector, the film business and politics gave the show top marks, as did buyers and representatives of international companies such as adidas, Avocadostore, Good True Beautiful, hessnatur, Iki M, Lalique, Lieblingsstyle, Lodenfrey, Lohas Couture, Made-By, Modehaus Hempel, Neuner Schmuck Wien, Not just a label, Organicc, Unique Nature, Yoox and Zalando.

GREENshowroom salon show full to overflowing
Exhibitors of the GREENshowroom presented a cross-section of their collections for the coming spring / summer season, 2012, at the salon show on 7 July 2011. Numerous representatives of the press, trade visitors and invited guests watched the comings and goings on the catwalk where products of the following labels were to be seen: ASANDRI, ALINASCHUERFELD, braintree, KASKA HASS, LEIBSCHNEIDER, Shokay, STUDIO ECOCENTRIC, the rooters, VonWinckelmann, Wellicious, [wired], yog:k and RoyalBLUSH, the label of Jana Keller.

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