PREMIUM Trends in January 2018: Artleisurewear is becoming increasingly important.

The leading trade fair presents not only trends, but a whole lifestyle. In addition to the handpicked selection of the portfolio with more than 1,000 brands, the Artleisurewear division will be presented as a perceptible overall concept.

Since 2003 and from the beginning of Berlin Fashion Week, PREMIUM has been the leading fair among the trade fair events as well as an important international business and networking platform for advanced contemporary fashion. Also for the January season, the fashion fair is innovative and trend-setting: With 1,000 brands and 1,800 collections as well as 30 percent new labels per season, PREMIUM guarantees the industry a hand-picked selection of the most sought-after international collections relevant to the trade.

An important and growing area at PREMIUM is Artleisurewear, which in 2015 for the first time supplemented the large and still handpicked selection. Thus, PREMIUM put on the right card two years ago and gave a forecast how our lifestyle and thus our clothes will change. "For a long time you see in New York or L.A. the girls in their yoga leggings, the mat tucked under his arm, plus a cool jacket and handbag. The fact that the trend has now arrived in Europe will be reflected in PREMIUM in Hall 2. "says Anita Tillmann, CEO PREMIUM.

Life in Balance

The growing athletic wear trend holds great potential for fashion stores - on one hand, to expand the range, on the other hand, to surprise and inspire customers over and over again. Running shoes, leggings, sports bras - what is actually intended for training, is integrated into the everyday outfit. The skillful mix and match of functional clothing with fashion statement pieces makes fitness items fashionable.

This season, the theme of Artleisurewear is even more strongly presented as a tangible overall concept. Brands like Casall, Desigual Sport, Pyrates, Dresp, Morotai, Arys, Body Language Sportswear, Califortunate, White Brand, Flexi Lexi Fitness, Guess Sport, Blue Sportswear and Flip Flop present their latest collections. In addition, there will be three days of PREMIUM fashion shows presenting the latest trend pieces.

The special feature: the looks are selected and styled by sports and fashion influencers and presented by McFit Models. As an inspiration for the buyer, the models can be seen after the show in their looks in Hall 2. For the holistic way of life "Life in Balance" includes not only fashion but also food, during the show healthy bowls and other treats from Beets & Roots as well as healthy herbal shots will be distributed by Nouri and can be bought at all times at the stand.

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