Berlin plunders fashion billions

Twice a year Berlin becomes the international centre of the fashion universe.

Taking place this week is the first instalment of Berlin Fashion Week, an event which brings together fashion enthusiasts, buyers, trade experts, as well as the media to interact and gush over a variety of shows and awards ceremonies.

Peter Levy, Head of the global sports, fashion and media business IMG, which co-produces the event in partnership with Fashion Week and Mercedes Benz, said: “Berlin is really seen globally as an emerging market of talent. I mean, as you are probably aware there are more design schools in the city of Berlin than anywhere else.

"When we started organising this event in 2007 it was about the potential. It wasn't about what was here and our goal at that point was, how can we take a market place that was really all about creativity and organise it in a relevant way so that talent could be really glimpsed by the market place."

According to Levy, 400,000 fashion aficionados are expected to arrive in Berlin over the duration of the event, an influx that will bring "almost a quarter of a billion dollars."

If I were him, I’d be smiling.