Showrooms are rarely provided during Fashion Weeks but they offer a great platform for fashion brands to show their latest collection. My designer Alexandra booked a showroom within the GreenShowroom at the Adlon Hotel during the period of the Berlin Fashion Week.
Quiet Days
The showrooms are open daily from 10 o’clock in the morning until 8 o’clock in the evening. Most exhibitors restrict themselves to showing their collections in their showroom. Very few – like Alexandra – are brave enough to accept a huge challenge and participate in a separate runway show and a salon show as well.
Luckily, the runway show had taken place on the very first day of the fashion week. Compared to this stressful and exciting event, the following days in the showroom were comparatively quiet. No changing premises all the time, no packing and unpacking of the collection four times a day, and no moaning around of models who are unhappy with their tight shoes.
Meeting People
People visit Alexandra’s showroom for various reasons: fashion and news journalists are always on the look-out for a good story, representatives of trade fair organizations try to promote their own exhibition platforms, purchasers of boutiques and department stores want to have a closer look of the collection, bloggers enjoy to talk to the designers, and lots of curios visitors have a stroll for entertainment.
Quiet moments and rush-hour congestion times have to be managed every day!
For my designer and her collection it is very important to get as much media coverage as possible because it is the most credible way of publicity. Good relationships with media people are paramount in this business. Alexandra loves to work with bloggers because these young people love fashion and design and appreciate all the efforts of the designers which are put into a collection.
Final Day
Today, it is our final day at the Berlin Fashion Week…
We are talking a lot with visitors of the showroom, and during the quiet moments we search the internet to check the comments of the press and the bloggers about the runway show. Alexandra just freaked out because she has found the film of her runway show on Youtube – and now she enjoys for the first time the show herself. So far, she has only seen single pictures… It is a great moment for her!