Sustainable Fashion Rules at Upbeat Berlin Fairs

BERLIN — The “Greta Effect” was clearly palpable throughout the fairs that ran during Berlin Fashion Week last week. After a difficult year in 2019, the mood was upbeat at the six specialized shows Premium, Show & Order, Seek, Panorama, Selvedge Run & Zeitgeist and Neonyt that spread over three locations throughout the city. The most impactful change was obvious at first sight at premium women’s and men’s wear fair Premium and Show & Order at Station and Kühlhaus Berlin: The color green, marking sustainable brands at the fair, popped up on the brand list frequently — and that was the rule for all of the shows. “Sustainability is becoming a standard in the industry, everybody speaks about it,” said Javier Goyeneche, founder of Ecoalf, a brand that has grown significantly in the difficult German market. “But it’s not about just doing one green collection that is marketed all over, but about the long-term outlooks that include how we promote, communicate and handle company structures, too,” he cautioned. “It’s the biggest issue right now. The ‘Greta Effect’ is taking over in fashion. You can’t operate without thinking about sustainability anymore,” said a buyer from Hirmer, a Munich-based retail group with 26 department stores

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