Bread & Butter has been through a lot in the last year, including, but not limited to: bankruptcy, acquisition, its announced death and a delayed rebirth due to the refugee crisis. It finally appears as through the show has come out the other side, ready to host a festival-inspired consumer-facing show.
Zalando, the European fashion e-commerce company that acquired Bread & Butter in June 2015, has announced the new incarnation of the show (Sept. 2-4) at Arena Berlin. With the motto “From Then to Now,” the show will present a platform for brands to share Fall ’16 products and offer instantly shoppable items.
The show will host over 25 international fashion brands, including footwear labels Nike, Puma, Reebok, Adidas, Converse and Vans. It will be centered around five trend themes: ‘Get Physical,’ ‘Fill your Feed,’ ‘Mix it Up,’ ‘Make it Yours’ and ‘Gear Up.’ Customization workshops, augmented reality experiences, presentations and special collectibles will accompany these themes.
A selection of brands will present a catwalk show, including Hugo, Puma, Topman, Topshop and Zalando, with all items available for purchase online after the show. In addition, Marni will preview a special collaboration exclusively for Zalando, and supermodel Gigi Hadid will make an appearance to support Tommy Hilfiger’s fall collection.
To heighten the experience of the event, Zalando is partnering with Boiler Room as the second curator of the event, which will host pop-up and live performances.
Co-Founder and member of the Zalando management board David Schneider said, “Our Bread & Butter concept challenges the status quo of the fashion industry. It re-thinks the traditional trade show to bring to life a new, exciting trend show for brands and consumers where they can directly interact with each other. We want people to get inspired by new trends, experience the latest products, and get them first. With Bread & Butter by Zalando, customers are no longer excluded from the fashion world but are invited to become part of it.”
Tickets are available online for €15 ($16.50) per day beginning July 13.