It was a kick-off made-to-measure: VIEW Premium Selection in Munich officially opened the 2015 Spring/Summer season. On display were some 170 high-end collections from predominantly Italian weaving mills and additional manufacturers. They attracted about 500 visitors from German-speaking countries but also from neighbouring states to Munich.
Initially established as a small yet refined industry get together, VIEW has become a real attraction for up market womenswear, menswear and sportswear – in its 5th year now, and figures are rising. And this holds true not only for the German market but increasingly also for other European countries. VIEW is becoming more and more attractive for neighbours like Austria, Benelux countries and Eastern Europe.
Calvin Klein designers came from Amsterdam and Martin Margiela was represented by local representatives of the Italian licensee. Other renowned international ready-to-wear manufacturers visiting the Prisco Haus included Escada, Strenesse, Marc O´Polo, Hugo Boss, Karl Lagerfeld, Rene Lezard, Michalsky and MAC, to name but a few.
Across the board suppliers rejoiced at the rising degree of fashion. “The German market is getting more and more exciting,” says Emiliano Bonotto from the producer of the same name. “I now exhibit here what I also show in Paris. In the past, I made a selection for the German market. Highlights were cut down, more mainstream items were added. Now it’s more about fashion.”
Inspiring and Productive
Prevailing on the aisles of the classy Prisco Haus is a busy and focused yet at the same time relaxed and friendly atmosphere. Many visitors have just completed their winter collections around now and want VIEW to get them into the mood for the new season – except without the time pressure felt at all the following trade fairs. “Here I can clear my mind and prepare myself for summer,” said a visitor perusing the collections on behalf of Dressler.
Exhibitors also appreciate the special atmosphere and exclusiveness of this trade fair. “I like working here in Munich. It is so customer-friendly. You can have discussions in quiet surroundings. It’s not as chaotic as at other international trade fairs,” comments Tejidos Royo.
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