all about denim at Bread & Butter
all about denim at Bread & Butter's fashion show religion of denim

09 Jul. 2012


Karl-Heinz Müller must have a connection to the heavens because almost every July when we go to Berlin the sun shines bright. This was once again a good omen for the Bread & Butter tradeshow, which closed its doors to great success. The fashion folk made good and will start off on the right foot for the next order season. This time around the fair went for the slogan “The Rock,” with all areas from D.O.C.K., Sport & Street, Street Fashion, Fashion Now, Style Society, and Urban Superior to the Denim Base reporting non-stop visitors. Stands were beautifully decorated and gave off the feeling of walking through a big fashion mall with many small shops.

Bread & Butter entrance
Bread & Butter entrance

No other trade show offers as many possibilities to check out the most important collections and decision makers. “For us, Bread & Butter is a work base where we get to talk about concepts and new strategies,” said Jan Mangold of Mustang. Furthermore, even despite the bad summer retail season, the interest for new fashion concepts was on a high. Business conversations were very constructive and retailers were in a good mood.

Newcomers like Marc O´Polo, Strellson and Tom Tailor Denim gave new structure to the Denim Base and welcomed a positive response as well. Andreas Ewerke of Blend said, “Bread & Butter is a very good tradeshow and we all have to perform here in Berlin. I would say it is a duty for every retailer to come,” and Thomas Schumacher of MOD Jeans added, “I believe in the trade show. We are overwhelmed with our success here.” For Marc O´Polo’s Karl-Heinz Lauterbach the new hall structure was of importance. “Here on 600 sqm we can show our whole fashion world.” Outside was a comfortable business club in the sun with umbrellas, chairs and cool drinks.

BBB for denim lovers
BBB for denim lovers
Fashion-wise, there was a big demand for fresh colors with denim and lots of pastels. Other trends included boyfriend blouses, denim shirts with patchworks, prints and polka dots, and shorts and hot pants made of denim, jersey or brocade. Jeans were a hot item, as always, in a variety of colors and light denims. Innovation and authenticity are on demand; styles and silhouettes were slim, washes dark to sunny bleached with treatments making a comeback. The fashion halls looked like a colorful summer garden, with a highlight including the inspiring collection from Moods of Norway. Glamorous men’s suits with short trousers in lovely colors like pink, light blue, ocean green and yellow tones with checks and flower prints reflected the Norwegian company’s philosophy, which is “We make people happy with colors.

Gallery: Berlin Fashion Week Summer 2012 Impressions
As for shoes, sneakers are back. Colorful canvas sneakers and retro running styles gained importance for the next summer season with a big demand for colorful girl’s running shoes. Keds, for example, focused on girls between 13 and 18 years of age, offering colorful wedges and pastel sneakers with polka dots and floral prints. Furthermore, Henning Brückmann of Boxfresh knowingly reported that, “Retailers are looking for canvas sneakers in bright colors like green, orange, blue and red.” Even stonewashed sneakers seen at Converse and Palladium were a main topic. Lacoste was also successful with wedges and sophisticated desert boots. Sven Voth of Hummel happily commented, “We had a sensational tradeshow. Girls are back in the sneaker market and color makes it fun.”

Apart from brand presentations, the show had a standout entertainment line-up, as always. Tom Tailor’s polo tournament created a little sensation while Formula 1 driver Sebastian Vettel was a hot spot at the Pepe booth. Mustang cooperated with German rock music group The Boss Hoss, who performed on the first day, getting the fashion folk dancing and having a good time while Camp David and Soccxs invited their guests to celebrate Fashion Night at Berlin's Olympic stadium.
Polo tournament
Polo tournament

The show ended with beautiful fireworks and Rich & Royal offered champagne as they do every season. MOD Jeans set up a discotheque on the 20th floor and Camel prepared a fantastic barbeque and fashion show in the old industrial area. Last but not least, Bread & Butter’s fantastic opening event at the wonderfully cozy little lake at Berlin's Tiergarten was a ton of fun with romantic boat tours along the water and live music on the shore. Finally, Sportswear International and TextilWirtschaft’s second-day booth party was again a great success and the meeting point for decision makers from across the industry. The whole team and all of the guests enjoyed the meet-and-greet with beer and traditional Berlin currywurst right before heavy rainfalls broke the sticky heat.
Lisa Dartmann

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