The Frankfurt Fashion Week has started. There are a few fashion shows in the city, but the international fashion world does not make a big impact. This is due to the Covid 19 pandemic, the effects of which were not foreseeable a year ago, when it was announced that Messe Frankfurt was able to poach large parts of the Premium Group event from Berlin. Corona makes traveling difficult and makes planning major international events impossible. This is bitter for all those who had hoped that summer fashion week would bring life back - and ensure their survival. But the corona numbers spoke against it.
Nevertheless, the fashion week takes place in the form of the Fashion Week Studio on the Internet, and that under the unmodest title: "Reform the Future".
In order to set out on this path and, as trade fair managing director Detlef Braun says, to point out new paths along the entire value chain from raw materials through production to the end product, the organizers have set up a program with international conferences.
According to Braun, the aim is to become “the Davos of the fashion and textile industry”.
Part of the reformed future
Perhaps that is precisely why the digital format is proving to be an advantage, as it allows you to participate without long journeys. And possibly this form of communication is already part of the reformed future that we want to talk about this year. Because Anita Tillman from the Premium Group also says that the future of trade fairs is hybrid, including that of Fashion Week. In view of this statement, it remains unclear how many present-day events there will be from January 17 to 21, 2022 at the next edition of the show.
The positive effects of the fashion week, for which the city and the country have provided ten million euros spread over three years, are already evident: creative agencies have formed a network to get involved in the fashion week; and regional designers have found or created ways to showcase their creations. The event is already helping to make Frankfurt visible on the map of the fashion world.