the Premium, Seek, Neonyt and Fashiontech shows will not be staging physical editions in Frankfurt this summer. At the end of March, organisers Detlef Braun, Anita Tillmann and their staff were still hoping to be able to stage these events in an in-person format in the German city.

However, owing to lack of official approval, abrupt changes in governmental measures, travel restrictions and their attendant quarantine requirements, not to mention many companies putting staff on furlough, the situation is too uncertain to make it possible to hold a physical event in acceptable circumstances, said the organizers of Frankfurt Fashion Week.

“It is impossible to predict exactly what will happen, we are assessing the situation on a monthly basis. We must assume our responsibility as organisers and avoid putting our partners and clients under any kind of risk,” said Anita Tillmann, who is in charge of the Premium show.

To meet the needs of the industry, Messe Frankfurt and show organiser Premium are launching FFW Studio, a digital event that will take place on July 5-9. The event is designed as a “platform showcasing selected brands,” and as “a hybrid venue hosting opinion leaders, labels, experiences and entertainment.”

“FFW Studio offers an opportunity to bring the international fashion world together in one place, despite social distancing, and to convey our community’s apparel expertise around the world,” said Olaf Schmidt, vice-president for the textiles and textile technology sector at Messe Frankfurt.

On the agenda: Frankfurt Fashion Week trends, sustainable fashion and digitalisation. After being broadcast live in the course of the event’s five days, all the conferences, masterclasses and presentations will remain available online.

“Over the past year, we have been overwhelmed by shows of solidarity, we received much encouragement from the industry, and gained the certainty that we are not only missed, but necessary. We would like to thank you from the bottom of our hearts! We look forward to unveiling new concepts and projects in the coming months, to meet again in person and design the future together,” concluded Tillmann as she heralded the next season of events, at the start of 2022.