Berlin

Sustainable Fashion is fashion with character and history. Immerse yourself and discover the new trends of green fashion makers. The XOOM is the order and communication platform for sustainable textiles and since January 2018 the new hotspot for pioneers of natural textiles as well as their successor with upcoming innovative collections in Berlin.

Welcome to the new XOOM in Hall 5 at PANORAMA BERLIN.

Get to know the three XOOM areas
Pioneers, Heritage and Concept Store.

The XOOM Pioneers have been on the market for generations and are the foundation of today’s “Green Fashion”. The designs are often simple and restrained, but sometimes bloomy and classically playful.

The exhibitors at our XOOM Heritages rely on excited designs & prints and offer noble high fashion as well as street and casual clothing. They often work with innovative materials or mixed fibers, but also with classic natural textiles such as organic cotton and wool.

The XOOM Vibes are integrated in our new XOOM Concept Store Area and shows current vibrations in green thinking. Here you will find newcomers to the industry, as well as many surprising, sustainable products for a sensible range addition in textile retailers.

Green & fair fashion is becoming ever more important – a quick glance at the market, at various studies and social media makes this quite clear.  XOOM, our trade fair at Panorama Berlin, sheds light in Hall 5 on what fashion professionals need to know about creating trendy and eye-catching presentations for sustainable fashion. A pop-up store will be featured among the stands and will bring innovative strategies to life.

Fashion expert Silke Bücker, who curates this space, answered the following questions:

Silke Bücker, how much influence does sustainable fashion have right now?

In my opinion, consistent and sustainable management across the entire value chain both now and in the future is no longer an option, but a necessity that must adopted by everyone as a matter of course. It’s a journey and one that can happen neither overnight nor with established structures. But it is now high time for all companies to take those first crucial steps.

In addition, sustainable fashion is the segment with the greatest potential for development and innovation. In comparison with conventional fashion, which in many respects currently appears insecure and lacking in confidence, the green community looks determined, motivated and inspired – we are experiencing a collective spirit of optimism, an enthusiasm and joy at being part of a movement that is set to fundamentally transform the fashion market and consumer behaviour. The field of sustainable fabrics alone offers huge creative potential. This is a really exciting challenge for any designer!

When talking about sustainability in the context of textiles, I also mean keeping items of clothing, having shoes re-soled by cobblers, buying vintage fashion or borrowing clothes. The renaissance of craftsmanship, which can currently be observed across all genres, is a synonym for the slow fashion movement.

What conditions must sustainable fashion brands meet?

First and foremost, fashion satisfies aesthetic desires and is an expression of personality, style and attitude. As essential as sustainability is, as a sales argument it will remain a broadly based add-on. For eco-fashion, this means always thinking ‘fashion’, from material to silhouette and from colours to designs.

At the same time, it has to reflect the zeitgeist and the consumer desires that come with it, such as flexibility, comfort or eclecticism. Since the beginning of her career, Stella McCartney has demonstrated that producing a sophisticated wardrobe under fair conditions is indeed possible.

What demands are facing the retail trade, stores and exhibitors?

I find the separation between sustainable and conventional fashion superfluous. Green brands should approach their brand with the same image and statement as other brands.

At the same time, it goes without saying that the retail sectors should stand side by side. The consumer today is more enlightened than ever about the products and their background. There’s nothing wrong in highlighting sustainability in the product presentation but it should come across as natural rather than contrived.

‘Green’ can be the central idea of an entire store concept, which should subtly resonate in the overall picture. The consumer wants to see it as an invitation to indulge in ‘greener’ products and to develop a desire for them, rather than feeling obliged. In the same way, I expect a buyer with vision and a sense of responsibility to look at the sustainable fashion market, and to be open to taking a new direction.

In principle, brands and displays should understand emotionality and experience as leitmotifs for their presentations, both offline and online, they should use social media in a more sophisticated and conceptual way and communicate homogeneously and loudly across all channels whilst establishing a clear brand identity. Good examples are Armedangels, Ecoalf, Working Title.

How will XOOM look with the Silke Bücker concept?

I don’t want to spoil the surprise. I’ll say this much: It’s about enjoying an experience, sharing and inspiration. It’s about stimulating all the senses and, ever true to the philosophy of Slow Fashion, it’s about contributing to the process of deceleration on several levels.

More than Green Fashion

  • Meet old friends and find new contacts
  • XOOM Concept Store – showing buyers in an area of more than 250m² how sustainable fashion can be incorporated successfully at the point of sale
  • Lecture Hall – Workshop Area
  • PANORAMA Retail Solutions
  • TM Green Knowledge Book

Meet the XOOMUNITY!

PARTNER