Premium is Europe’s biggest fashion trade fair for all segments, as well as the leading event in the contemporary fashion industry. After years of success for the prestigious brand, 2019 called for an image revamp, thanks to the rapid transformation of the market. Social currency, brand loyalty and digitisation continue to be the big, well-known challenges, to which there is only one answer: relevance – and a strong community.

This relevance is reflected in particular in the development of new content formats such as think tanks and live panels. But these seismic shifts also need to be communicated progressively on a visual level. The goal is a complete makeover for the beginning of the season in terms of corporate design and concept.

Thanks to a dramatic play on contrasts, the new, clear CI and clean design of the logo has given Premium an entirely new look with high recognition value and a previously unknown independence. The powerful icon campaign, the heart of the new market presence, places the signed bust centre stage as a lifelong attraction and returning exhibit. From the logo to the campaign, you can find an experimental mix of classical beauty interspersed with the contemporary and the radical.