GERMANY - Messe Frankfurt has purchased the GreenShowroom fashion trade show in Berlin for an undisclosed sum.
The event takes place at Berlin’s Hotel Adlor and focuses on high-end fashion, accessories and lifestyle products made using environmentally friendly and sustainable methods. Under the new arrangement, show founders Magdalena Schaffrin and Jana Keller will continue running the event but now with the backing of the global exhibitions giant.
“As the world’s biggest organiser of trade fairs for the textile sector, we can draw on the experience of over 30 international textile shows,” Messe Frankfurt board member Detlef Braun said. “GreenShowroom founders, Magdalena Schaffrin and Jana Keller, have great expertise in sustainable design and have created an event with great potential. In other words, a show with excellent prerequisites for international expansion.”
The next GreenShowroom takes place from 6 to 8 July 2011 and coincides with Berlin Fashion Week. Braun claimed Messe’s involvement will strengthen the show’s position in relation to the broader international fashion event. GreenShowroom will also be expanded to include pret-a-porter, casual and streetwear collections. A highlight of the show is its ethical fashion catwalk.
“We are delighted to be working together with Messe Frankfurt – a strong partner that shares and supports our vision of the development of green fashions,” Keller and Schaffrin added.
The latest purchase is expected to add further clout to Messe Frankfurt’s position as a leading provider of textile and textile-technology trade fairs. The organiser’s project manager for sustainable textiles Bernd Müller pointed out its Interstoff Asia Essential has been focusing on sustainable production from Asia since 2006, while 15 per cent of exhibitors at its Texworld in Paris and New York regularly offer sustainable textiles.
Messe Frankfurt also ran the first the Ethical Fashion Show in Paris in 2010.
Messe Frankfurt recently announced an alliance with the Russian-based National Association of Music Merchants (NAMM) to co-produce new musical instruments industry shows in Russia in 2012.
Send all your global exhibition industry news to: exhibitionworld@mashmedia.net
