Bread&Butter by Zalando line-up features Viktor & Rolf, Vivienne Westwood
Berlin tradeshow Bread & Butter by Zalando has released new details about its upcoming edition, with big fashion names boosting the three-day programme. On 1-3 September will hold the online retailer its event at Arena Berlin, and mark the start of a new season after the summer break.
Showcasing all things ‘Bold’, the style and culture festival will present the most exciting fashion brands, music artists and culinary experts. Highlights include a haute couture show by Dutch designer duo Viktor & Rolf, and a performance by Viennese indie rock band Bilderbuch on Sunday evening to close the event. Vivienne Westwood’s designs will be on display in an exhibition, while panel discussions will explore the relevance of literature and art. Model Adwoa Aboah will host a ‘Gurls Talk’ to encourage women and Nike, Topman and Hype will hold talks with fashion influencers.
The trade show aims to provide a platform for the industry across the fashion, urban and active categories. This season, more than 40 brands (almost double of last year’s line-up) will present their innovative and exclusive designs at Arena Berlin. The show also promises to disrupt the traditional online/offline approach with live streams across its digital channels, allowing viewers at home to take part in the fashion festival.
In the new Fashion Show area, interactive shows by G-Star Raw, Hugo, Jil Sander Navy, The Kooples, Selected Femme/Homme, Topshop, Topman and Zalando will be open to guests. Visitors can experience everything in person, with access to shows on a first come, first served basis. The collections will be available for purchase immediately after the show through a wristband that incorporates RFID technology.
Other brands will offer engaging activities such as customisation workshops, augmented reality experiences, and special designs. Additionally, Topshop, Hilfiger Denim, Eastpak, Levi’s®, Vans, Mads Norgaard, Rains, Fila, HUGO, The Kooples, Love Stories, and Adidas will release exclusive items created for Bread & Butter on Zalando.com.
Highlights include the official launch of an Eastpack collection in collaboration with a pop art icon, and Hilfiger Denim’s collection for Zalando. Levi’s has produced a limited edition collection exclusive to Bread & Butter and two Levi’s stores in Berlin.
Topshop will host three style talks with personal shoppers, giving guests access to the season’s hottest trends and personal fashion advice.
A part of the Brand Lab area, the Active Arena will see performance and lifestyle brands such as Adidas, Reebok, Puma, Asics and Nike offer workout sessions. Guests can take part in everything from fitness, dance, HIT, yoga to basketball games with well-known coaches.
Every day will end with an after show party at Festsaal Kreuzberg. Complimentary beauty makeovers will be available in the new beauty parlour area, co-sponsored by Maybelline and Essie, where guests can learn everything about make-up, blow dry and nail art.
Day tickets can be purchased for 20 euros. All shows will be livestreamed on the event’s channels, and visitors can find more information at Breadandbutter.com.
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