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Messe's strong signal for eco fashion with GREENshowroom
May '11
With a powerful partner towards a green future – for the first time, GREENshowroom is to be organised by Messe Frankfurt. During the Berlin Fashion Week, GREENshowroom will present fashions produced using sustainable methods and products at Hotel Adlon from 6 to 8 July 2011. With the involvement of Germany's biggest fair and exhibition company in terms of turnover, the sector for premium eco fashions will strengthen its position in relation to the international Fashion Week.

By taking over GREENshowroom, Messe Frankfurt has sent out a strong signal in the market for sustainable fashions. “As the world's biggest organiser of trade fairs for the textile sector, we can draw on the experience of over 30 international textile shows. GREENshowroom founders, Magdalena Schaffrin and Jana Keller, have great expertise in sustainable design and have created an event with a great potential. In other words, a show with excellent prerequisites for international expansion”, says Detlef Braun, Member of the Board of Management of Messe Frankfurt, summarising the reasons behind the working relationship.

Successful concept to be continued Schaffrin and Keller will continue the GREENshowroom on the basis of their original concept but with the support of the textile expertise and international trade-fair experience of Messe Frankfurt. In several suites at Berlin's Hotel Adlon, they present high-end fashion, accessories and lifestyle products made using environmentally friendly methods in accordance with social standards. In this connection, the 'green' components are self-evident and essential aspects of the definition of quality for the organisers of the GREENshowroom. The focus of the show is on the high design quality of the collections.

“We are delighted to be working together with Messe Frankfurt – a strong partner that shares and supports our vision of the development of green fashions”, say Jana Keller and Magdalena Schaffrin. Visitors can look forward to an expanded event: GREENshowroom featuring Ethical Fashion Show – with the Ethical Fashion Show making a guest appearance on additional exhibition space. Thus, in addition to high-end fashion and exclusive design, they will also be able to see pret-a-porter, casual and streetwear collections at Hotel Adlon.

Messe Frankfurt banks on sustainability Messe Frankfurt is the world's leading fair and exhibition company in the field of textile and textile-technology trade fairs and, with its international events, covers the complete value chain from apparel fabrics and fashions, via home textiles and technical textiles, to textile processing and care. In this connection, ecological and socially responsible production has been expanding rapidly in importance for several years.

“We support this development systematically and increasingly at our fairs with seminars, conferences and publications”, explains Bernd Müller, Project Manager for Sustainable Textiles at Messe Frankfurt. Thus, Interstoff Asia Essential has been focusing on sustainable production from Asia since 2006. And, at Texworld in Paris and New York, around 15 percent of exhibitors regularly offer sustainable textiles. Additionally, the Ethical Fashion Show, the international trade fair for sustainable fashion, was held for the first time under the aegis of Messe Frankfurt in 2010.

Messe Frankfurt Exhibition GmbH

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