STUDIO2RETAIL

STUDIO2RETAIL represents two closely intertwined aspects: Firstly, it is a dedicated category within the BFW concept competitions, awarding prize money each season to innovative B2C event concepts. Secondly, STUDIO2RETAIL is the B2C platform that brings together a network of independent fashion brands, concept stores, and all publicly accessible events during Berlin Fashion Week – accessible at www.studio2retail.berlin .

The initiative aims to further activate and promote sales at decentralized venues of Berlin's fashion and lifestyle retailers, as well as Berlin brands with their own shops and studios, during Berlin Fashion Week. The focus is on locations that stand for sustainability and innovation, distinguish themselves through their shop concepts or digital approaches, embody Berlin's unique character, or lead by example in areas such as sharing, renting, and upcycling.

STUDIO2RETAIL thus forms the organizational and communicative framework for retail activation, highlights Berlin as a fashion hub, and makes fashion accessible to all fashion enthusiasts during Fashion Week – true to the motto "unlock Berlin Fashion Week". The project is accompanied by a dedicated website, presentations of participating brands and designers, targeted press work, and a cross-marketing campaign.

Experience from past seasons shows that the success of Berlin Fashion Week with trade visitors and the press on the one hand, and the consumer-oriented format STUDIO2RETAIL on the other, creates an interaction from which both sides benefit.

As part of the concept competition for the BFW in January/February 2027, prize money will again be awarded for event concepts. With the support of the Senate Department for Economics, Energy and Public Enterprises, the five most innovative submissions will each receive €5,000 in prize money; with the support of Berliner Sparkasse, a sixth concept will also be recognized during the AW27 season.

An expert jury selects the concepts that will be awarded prize money by the Senate Department for Economics, Energy and Public Enterprises. This season's jury in the "STUDIO2RETAIL" category consists of Jasmina & David ( Jasmina.tv ), Mehmet Deniz (KaDeWe), Johanna Dramé (Senate Department for Economics, Energy and Public Enterprises), Elliot Hoste (Dazed), Sonja Hodzode (Creative Consultant), Kirsty Keoghan (eBay), Scott Lipinski (Fashion Council Germany), Kai Margrander (Harper's Bazaar Germany), and Nina Trippel (Cee Cee Creative).

The application period for the AW27 season competition started on September 7th and runs until October 5th.

More information about Berlin Contemporary and STUDIO2RETAIL as well as the BFW can be found HERE .