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Chemical Attraction
PHOTO: Sueddeutsche Zeitung Photo / Alamy Stock Photo
Berliner Durchreise may be the oldest fashion fair in the world, tracing its origins as far back as the 19th century. But in 1959 the show proved every bit as modern as the recently announced microchip, as that's when the chemical company Hoechst AG showed off a new synthetic fabric called Trevira by creating a collection of dresses – shown here sported by models – derived from the textile. One of the emerging breeds of polyesters then coming into vogue, Trevira was soon adopted by famed German designer Jil Sander, who incorporated the man-made fabric into her first clothing line.
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3048R Sales and Marketing Alignment: How to Get ‑ and Stay ‑ on the Same Page
Feb. 10, 2026
3011R How to Grow Your Brand: Incorporating Brand Marketing into Your Exhibit Program
Feb. 19, 2026
4101R Boost Up: Promote Yourself from Service Provider to Strategic Business Partner
Mar. 3, 2026
6020R The @show Experience: Understand the Essentials of Exhibit Design
Mar. 10, 2026
7058R Authors Executive Series: Thrive Under Deadlines: Strategies for Success
All Sessions >>