The Brandery analyzes new opportunities to promote change
18 February, 2011
Another of the fair's innovations was "The Brandery Catwalk".
The Brandery, Barcelona’s urban and contemporary fashion trade show, brought together the upcoming Autumn/Winter 2011/2012 collections of 147 companies and was visited by 16,500 fashion professionals, 12% more than the previous edition in January 2010 had attracted, according to figures provided by the organizers.
Under the motto “Changes for Chances,” the fourth edition of The Brandery highlighted the chances for interaction, feedback, and business opportunities provided at its numerous meetings and information sessions and the changes these encouraged.
In keeping with this idea, this edition of The Brandery was divided into four different spaces: The Fair, a business space, where the participating labels presented their products; The Brandtown, a meeting space which included bars, restaurants, and a lounge; The Laundry, a think tank where economists, philosophers, coolhunters, analysts, and consultants analyzed new opportunities for the fashion industry and discussed how to take advantage of them to promote change; and The City, which brought together all of the fashion-related activities which took place in the city, such as the “Shoot’n the City” exhibition, which featured 50 fashion photographs. The fair also included a “Fashion & Living” area which displayed objects customized by Spanish and international designers including Yves Saint Laurent, Jean Paul Gaultier, and Armani.
Among the collections presented at The Brandery, some trends characteristic of the upcoming Autumn/Winter 2011-2012 season included Fair Isle sweaters and shawls, contemporary knitted pieces, basic sweaters, plaid shirts, and utilitarian designs inspired by the working world. All of these align with the three “macro-trends” forecasted for the Autumn/Winter 2011-2012 season by WGSN, the fashion, design, and retail trend-predicting company: “Fake Real,” “360º,” and “Your Space.” The first trend, “Fake Real,” is about seeking the unexpected in terms of proportions, colors, and especially tectures; the second trend, “360º,” focuses on form and takes a 360-degree perspective as it approaches pieces; and the third trend, “Your Space,” goes back to the basics with functional, versatile designs.
Another of the fair’s innovations was “The Brandery Catwalk”, where models representing 22 of the participating labels strutted their stuff. These included Custo Barcelona, which launched its second international line, and Pharad, which presented its first collection for men.
According to Pere Camprubí, Fira Barcelona and The Brandery’s Director of Expansion, “both the quantity and quality of the visitors who attended the fair demonstrated that The Brandery is a leader in the European fashion world.” Exhibitors, which included important Spanish and foreign department stores like El Corte Inglés, John Lewis, Galeries Lafayette, and la Rinascente, also expressed their satisfaction in surveys distributed by the fair.
The next edition of The Brandery is scheduled to take place in July 2011 and will provide an opportunity to present collections which will debut in Spring/Summer 2012.