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The Premium trade show has been continuously promoting the next creative generation in Germany and further afield since 2005. So many designers who are currently helping to shape the world of fashion first had to undergo scrutiny by the Premium organisers. The former include names such as Marina Hoermanseder, Franziska Michael and Julia Seemann, who benefited from advantageous trade show conditions and support in terms of manpower and coverage through communications – the aim is to support young brands sustainably for the long term.
The array of Young Talents this time round is once again promising. And it’s becoming blindingly clear: the new stimuli in fashion are coming from Korea. In the Menswear category Münn has succeeded in winning over the jury with its “luxurious defamiliarization”. In plain language, this means that designs that first seem familiar then surprise you with unexpected details. A concept that works.
D-Antidote has proven dominant in Womenswear. The K-pop label from founder Hwan-sung Park creates a series of fluid transitions between Seoul and London. The result is unisex streetwear that you can also wear in Berlin.
In 2011 Mooyeol Lee created a label targeted at everyone and anyone, no matter where they place themselves on the gender spectrum. To really appreciate the design references you just need to like music, subculture and art.
Last but not least, the Young Talents include a label from Berlin – the swimwear fashion label from Lydia Maurer: Phylida. She has one thing in common with the Koreans. She also ignores the old rules dictating who has to wear what. She makes swimsuits and bikinis for all body sizes.
You can find the Premium Young Talents in Hall 7 Stand G07 at STATION-Berlin.