fashion show Religion of denim at the BB
fashion show Religion of denim at the BB's Temple of Denim

05 Jul. 2012


The 27th edition of Bread & Butter, the international fashion trade show taking place in Berlin from July 4 to 6, is themed “The Rock” and was kicked off by an impressive event. Fashion-industry folk celebrated the opening of the show at the wonderfully cozy little lake at Berlin’s Tiergarten with romantic boat tours along the water, live music on the shore and an opera singer performing among the ripples. A highlight of the evening was a well attended and mesmerizing midnight fashion show at the new Tempel of Denim.
Bread&Butter opening party location at Tiergarten
Bread&Butter opening party location at Tiergarten

The first day of the show started slower than usual. The grounds felt less packed in the morning compared to former editions. “We feel that the trade show is less frequented than it used to be,” said James Holden of brand Superdry. But more visitors swarmed in during the afternoon hours. Nevertheless the exhibitors’ perception of the atmosphere and achievements of the show’s first day were positive. “It’s much emptier in the hallways, but the numbers of scans on our booth are stable and we are really satisfied,” stated Matthias Herrman of Wrangler. Frank Götz of Firetrap agreed: “We had good sales and we are happy with the first day. We had a lot of international visitors.”
Impression of the SI booth at Bread & Butter
Impression of the SI booth at Bread & Butter

Although fewer brands and visitors are present the overall mood is generally happy and visitors and exhibitors alike are stressing quality over quantity. Serdar Mazmanoglu of Mavi said, “We are really content, our booth is crowded, we are busy. We meet our key accounts as well as small retailers. All visitors are really interested in the brand.”
Most exhibitors in the Denim Hall regard the absence of some big brands such as Levi’s, Diesel, Sixty and Replay as a lack of an attraction pole for important buyers rather than a lack of competition. A representative of one of them who did not want to be named said, “We definitely miss some market leaders in the Denim Base. But we have to see what’s going on in the future.” On the other hand, Denim Hall newcomers such as Marc O’Polo, Strellson and Tom Tailor are attracting new target groups.
Temple of Denim: fashion show Religion of Denim
Temple of Denim: fashion show Religion of Denim

A highlight of the new concept is the Tempel of Denim, which houses an interesting installation, new denim labels and denim manufacturers such as Laboratorio Candiani. It shows the whole production process of jeans-making from spinning, tailoring and cutting to washing and finishing.
Melanie Gropler

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