Directly from the catwalk at Mercedes-Benz Fashion Week Berlin to an own stand at PREMIUM International Fashion Trade Show – from January 16 to 17, 2013 Leandro Cano presented a part of his collection ÁNIMA at PREMIUM in Berlin.
For the first time, the “Designer for Tomorrow” 2012, Leandro Cano, had the possibility to present his new collection for autumn/winter 2013/2014 to a wide audience of national and international buyers. As a part of the DfT’s sustainable and individual sponsorship program, Anita Tillmann and Norbert Tillmann, CEOs of PREMIUM International Fashion Trade Show and members of the DfT’s Advisory Board, invited the up-and-coming designer from Spain to present a part of his collection at the trade show. From January 15 to 17, parallel to Mercedes-Benz Fashion Week Berlin, PREMIUM International Fashion Trade Show took place at STATION Berlin, former postal fright depot. This season the trade show celebrated its 20th season, its 10th year and 800 brands participating with 1,400 collections in total. One of them: Leandro Cano’s ÁNIMA.
How was your first fashion trade-experience?
The stand at PREMIUM was perfect and I met so many influential people – especially journalists and buyers among others. Without doubt, it was a great experience that I would like to repeat the next seasons. I am extremely thankful for this opportunity.
One day after presenting his new collection to a delighted, applauding audience in the tent of Mercedes-Benz Fashion Week Berlin on January 15, Leandro continued taking over fashionable Berlin. The fashion show was a huge success, which the Spanish designer got a lot of compliments for – from stars like Bonnie Strange and Frida Gold’s Alina Süggeler to fashion magazines like Elle and Grazia.
How was the reaction to your collection at PREMIUM International Fashion Trade Show?
I was so happy about all the people visiting my stand and looking at my collection. Especially the volumes, textures and techniques I used appealed to the visitors. Everyone wanted to touch the pieces, which was surprising to me but at the same time exciting.
What was the difference between presenting your collection at a fashion show and at a trade show like PREMIUM?
There is an essential difference: Fashion shows are visited by a lot of people who have a more artistic approach to fashion, PREMIUM is visited mostly by buyers. Here, they focus more on the commercial aspect. It was interesting to have them take a look at my extravagant creations from that point of view.
The week in Berlin-Mercedes-Benz Fashion Week as well as the trade show – was an important step forward for the Spanish designer. Not only has he impressed journalists and buyers, he put out his name in the fashion world once more. So far, Leandro has been concentrating on his extensive creative process while putting together his extravagant collections. The up-and-coming designer just loves creating! The commercial part, the designer thinks, will be developing by and by.
Is there a certain shop or even online store you would like your collection to be sold?
The bag I designed for the Peek & Cloppenburg KG Duesseldorf is sold in their metropolitan stores in Berlin, Stuttgart and Vienna – this would be great to achieve with my collections as well. In Spain, I would like to see my collections hanging at Corte Inglés which is comparable to P&C. Both retail stores focus on excellent customer service, which is important to me.
Did you have the chance to have a look around at PREMIUM?
I saw a lot of interesting designers and collections. PREMIUM has been a unique experience to me!