The Bread & Butter trade show, Zalando version, about to kick off

By

Olivier Guyot

Translated by
Nicola Mira

Published
Aug 30, 2016

The new Bread & Butter trade show is setting up for its first edition. The urban fashion trade show was acquired by German group Zalando last year and is about to open its doors to the general public.

The show's new formula will combine fashion shows with music sessions featuring the Boiler Room community and will be held from 2nd to 4th September at the Berlin Arena (the venue which on other dates also hosts the Seek and Bright shows). The event will present a limited selection of brands, each introducing original settings and dedicated collections at their booths. Zalando, a major player in Europe's online fashion business, has convinced several leading urban fashion labels to present their Autumn/Winter 2016 collections, among them Puma, Topshop and Topman, Selected, Hugo and women's labels Set and Ivyrevel.

As for the booths, each brand will be organised to make its products available for sale, and to showcase some of their specific features. For example, Nike will set up a running session and present its new apps, Tommy Hilfiger will focus on the collaboration with Gigi Hadid, available online on Zalando, Adidas on its technology innovation, and Eastpak will present a limited edition of its Padder Pak'r. Vans, Levi's and G-Star Raw will present their bespoke ateliers. G-Star Raw will also feature Pharrell Williams' office, and will hold a session explaining how to revitalise old denim. Fossil, Herschel Supply Co., Minimum, Rains, Stance, Reebok Classic, Won Handred and Converse will show their autumn/winter collections.

The event is no longer specifically targeted to fashion professionals but is expected to attract its fair share of influencers, and will also give Zalando the opportunity to highlight its own brands. The MarniXZalando collection will have its own space, like the Zign and Mint&Berry brands, as well as the online personal shopper service Zalon, which will notably feature a series of looks created with Lee. Visitors will be charged a daily entrance ticket of €15.