STUDIO2RETAIL
TARGET GROUP
Designers, Brands
APPLICATION PHASE
01/2026: Completed
07/2026: Completed
CATEGORIES
Promotion
ABOUT THE INITIATIVE
The Fashion Council Germany together with the Berlin Senate Department for Economics, Energy and Enterprises have initiated the STUDIO2RETAIL format to connect end consumers with Berlin brands, retailers and studios during Berlin Fashion Week.
The goal of " STUDIO2RETAIL " aims to further activate and promote sales at decentralized Berlin fashion and lifestyle retail venues and Berlin brands with shops/studios during Berlin Fashion Week. The initiative focuses on locations that embody sustainability and innovation, stand out through their shop concept or digital presence, reflect Berlin's unique character, or lead by example with concepts like sharing, renting, and upcycling.
The project provides both the organizational and communicative framework for activating retail, highlighting Berlin as a fashion location, and making fashion accessible to all fashion enthusiasts during Fashion Week.
The project is accompanied by a dedicated website with a shopping map, presentations of the brands & designers, press work and a cross-marketing campaign.
The experiences of recent seasons have shown that the success of Berlin Fashion Week in the areas of trade visitors and press, as well as the consumer-oriented format " STUDIO2RETAIL ", creates a mutually beneficial interaction.
As part of the BFW concept competition, prize money for event concepts will again be awarded for the July 2026 edition. With the support of the Senate Department for Economics, Energy and Public Enterprises, the five most innovative submissions received prize money worth €5,000. Esther Perbandt , Ioannes , Lou de Bètoly , PLAID-À-PORTER and Richert Beil. With the support of Berliner Sparkasse, a sixth concept – this year Dennis Chuene – was also awarded in the SS27 season.
An expert jury, consisting this season of Johanna Dramé (Berlin Senate Department for Economics, Energy and Public Enterprises), Kerstin Geffert (Silk Relations), Sonja Hodzode (Stylist & Creative Consultant), Elliot Hoste (Dazed), Jasmina & David (JasminaTV), Kirsty Keoghan (eBay), Scott Lipinski (Fashion Council Germany), Ann-Kathrin Riedl (Fräulein Magazine) and Nina Trippel (Cee Cee Creative), selected the concepts that were awarded a prize of 5,000 euros each by the Senate Department for Economics, Energy and Public Enterprises.
The winning brands
More information about Berlin Contemporary and STUDIO2RETAIL as well as the BFW can be found HERE .
You can find more information at https://www.studio2retail.berlin/