Premium Berlin and Panorama reportage, summer 2018


Following on from the first coverage of trends around skateboarding and cartoonification, here comes the last part of our tour in Berlin, where Premium, Panorama, and Seek have taken over from Bread and Butter to showcase the best lifestyle branding vibrations.

It’s difficult indeed to compile some homogeneous cluster of trends, due to a variety of labels moving towards a number of different aesthetics.

Heritage is still a relevant force, with add-ons to contemporary, like Palladium shows off. The 90′s have definitely come back, not only as a creative direction, but also with the revival of period-correct sports brands like Kappa, Ellesse, Fila – for sure a gift to flow from Gosha Rubichinski’s act of provocation last year.

The Great Outdoors is another nuance we saw emerging, not necessarily inspired by Patagonia or Napapijri, but with the authenticity of Filson and other specialist manufacturers willing to extend into the lifestyle arena.

About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.