FRANKFURT AM MAIN, Germany — May 10, 2011 — With a powerful partner towards a green future — for
the first time, GREENshowroom is to be organised by Messe Frankfurt. During the Berlin Fashion
Week, GREENshowroom will present fashions produced using sustainable methods and products at Hotel
Adlon from 6 to 8 July 2011. With the involvement of Germany’s biggest fair and exhibition company
in terms of turnover, the sector for premium eco fashions will strengthen its position in relation
to the international Fashion Week.
By taking over GREENshowroom, Messe Frankfurt has sent out a strong signal in the market for
sustainable fashions. “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. GREENshowroom founders,
Magdalena Schaffrin and Jana Keller, have great expertise in sustainable design and have created an
event with a great potential. In other words, a show with excellent prerequisites for international
expansion”, says Detlef Braun, Member of the Board of Management of Messe Frankfurt, summarising
the reasons behind the working relationship.
Successful concept to be continued
Schaffrin and Keller will continue the GREENshowroom on the basis of their original concept
but with the support of the textile expertise and international trade-fair experience of Messe
Frankfurt. In several suites at Berlin’s Hotel Adlon, they present high-end fashion, accessories
and lifestyle products made using environmentally-friendly methods in accordance with social
standards. In this connection, the ‘green’ components are self-evident and essential aspects of the
definition of quality for the organisers of the GREENshowroom. The focus of the show is on the high
design quality of the collections. “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”, say
Jana Keller and Magdalena Schaffrin. Visitors can look forward to an expanded event: GREENshowroom
featuring Ethical Fashion Show — with the Ethical Fashion Show making a guest appearance on
additional exhibition space. Thus, in addition to high-end fashion and exclusive design, they will
also be able to see pret-a-porter, casual and streetwear collections at Hotel Adlon.
Messe Frankfurt banks on sustainability
Messe Frankfurt is the world’s leading fair and exhibition company in the field of textile
and textile-technology trade fairs and, with its international events, covers the complete value
chain from apparel fabrics and fashions, via home textiles and technical textiles, to textile
processing and care. In this connection, ecological and socially-responsible production has been
expanding rapidly in importance for several years. “We support this development systematically and
increasingly at our fairs with seminars, conferences and publications”, explains Bernd Müller,
Project Manager for Sustainable Textiles at Messe Frankfurt. Thus, Interstoff Asia Essential has
been focusing on sustainable production from Asia since 2006. And, at Texworld in Paris and New
York, around 15 percent of exhibitors regularly offer sustainable textiles. Additionally, the
Ethical Fashion Show, the international trade fair for sustainable fashion, was held for the first
time under the aegis of Messe Frankfurt in 2010.
Posted on May 16, 2011
Source: Messe Frankfurt GmbH
