Karl-Heinz Müller, president of Bread & butter, is trying to make the next Berlin event – to be held Feb 2-4, 2006 – more attractive again. With a new structure and the creation of new segments, he also wants to elaborate a sharper image for Berlin in contrast to the Barcelona show.

"Urban Elegance" is one of the new areas with a mix of upscale mens- and womenswear collcetions such as J.Lindeberg, Burlington and Filippa K. It will be presented in the Pirelli hall next to the Sportswear and the Milk & Honey segments. The top brands of Bread & butter will be shown in the "KA 128" area (the old name of the building), in what used to be the former fashion hall. Here Müller envisions exhibits from about 30 showrooms for brands such as Acne Jeans, John Richmond, The Great China Wall and Stone Island.

Both segments are meant to replace the former Superior Area. In addition Berlin Bread & butter will also unveil a kids' area called "Very kids."

Due to a lot of criticism after a weaker edition of B&B Berlin this summer (25% fewer visitors than in January 2005) Müller felt the need to strengthen the event. He also changed the dates to avoid a collision with the CPD fair in Düsseldorf (Feb 5 - 7), which is an important order place in Germany.

In the meantime the two other Berlin fairs, Premium and B-in-Berlin, came up with the plan to start the first Berlin Fashion Week (Jan. 26 - Feb. 1). The aim is to concentrate and coordinate all fashion events, fairs and catwalk shows during that time to support Berlin as an upcoming fashion center.

Bread & butter, however, will not take place in the organization of Berlin Fashion Week. Although many exhibitors and buyers said they would appreciate visiting all shows at the same time, managements of the different Berlin trade show companies could not agree on one single date.

— Sabine Kühnl, Bureau Chief Germany