Seek and Premium – During Berlin Fashion Week many brand trade fairs are convened for buyers and sellers to meet to discuss and arrange what will be sold in stores the following seasons. While it lacks the glamour of a runway show, this is where the real business of fashion is done, with over 2500 collections of all sorts from street ware to luxury bags competing for attention for the opportunity, a small brand could go from obscurity to becoming a household name based on a decision of a retail buyer to sell a collection in a store.
As press, the trade fairs are valuable source for gagging upcoming fashion trends in colors, materials and fabrics, or shapes, or perhaps finding a label to champion.
Vladimir Sichov is a professional news photographer. Over the span of his 36 year career he has covered many events and stories from Paris Fashion Week to the Fall of the USSR.