January 2014, Berlin Fashion Week: The world’s capital of cool reached its zenith last month, when you couldn’t step outside your boutique hotel for a shot of micro-roasted espresso without ending up on a pavement ‘catwalk’. It was also when PREMIUM 2014, the international high-fashion tradeshow from January 14-16, saw over 60,000 fashionistas fill the STATION-Berlin exhibition halls.
Shining out from among the 1,500 top-name collections on display were the UK’s stylish and quirky Cabinet Studio, the Netherland’s colorfully boho Bibi Bijoux, Austria’s imaginative Florian Ladstätter, and Modelabs, the French masters of phone-glam. The four rising stars were presented by Swarovski as creative partner brands from its spectacular multi-level platforms, created in collaboration with design agency Bel Epok. Inspired by the motto ‘Irresistible enchanting lightness’, themed after the über-urban and forever-young Berlin, and adorned with outsize helium balloons, Swarovski’s trail-blazing showcase exemplified PREMIUM’s famously visionary spirit, and was a huge hit with buyers and press alike.