Former Bread & Butter marketing director Mark McGuire is to launch a young fashion trade fair in Dusseldorf next season.
The show, called Weare, will fill the gap left by the demise of Bread & Butter Berlin, and will coincide with mainstream womens-wear show CPD.
McGuire is targeting the young fashion market. Brands such as Firetrap and Fenchurch are target exhibitors for the event, which will be run by CPD organiser Igedo Company.
He said: "There is room for a reliable and credible fair in Dusseldorf, but it will take at least two seasons to get established. The buying and selling culture I want to attract can be categorised as slightly grown-up sports and streetwear." He said details of the size, location and number of brands had yet to be finalised.
- Igedo is providing special-rate travel packages for buyers visiting CPD. Phone 020 8881 5030 for information.