Premium was held in Germany, July 4 to 6, 2017. This is a major trade show for advanced contemporary fashion. It was packed with a portfolio of premium fashion collections. Apart from the well-known established premium brands such as American Vintage, Antony Morato and Second Female there were also a lot of newcomers such as Aubergin, aintnobasic, Cords from Stockholm or twenty tees that showed for the very first time at Premium.
Those who hoped for inspiring newness were dashed. Flower prints, stripes and embellishments and a lot of ’80s and ’90s styles dominated most of the collections. The kimono/bathrobe piece seems to be a must-have for next summer and print and logo shirts and sweaters could be seen everywhere. Windbreakers also experienced a revival. Key denim looks included highly decorated styles, high-waist mom jeans, flares and trendy baggy silhouettes. And although the color palette seemed to offer every hue for spring/summer 2018, purple, yellow and baby pink were the top colors for men and women.
The event defines the key trends: each season, the latest lifestyle fashions, trends and global market developments are analysed and the portfolio updated to include at least 25 to 30 per cent of new, commercial, high-end collections.
