On the eve of the Berlin trade shows, Zalando has concretized the plans for its upcoming Bread & Butter fashion event in Berlin. As usual, the innovative e-commerce player has splashed out.

Between September 2-4, Zalando will host a blend of fashion and music for interested end users in the Arena Berlin.  More than 25 international brands will be present – amongst these  Adidas, Converse, Eastpak, Fossil, G-Star, Happy Socks, Herschel Supply Co., Ivyrevel, Lee, Levi’s, Minimum, Mint & Berry, Nike, Rains, Reebok, Selected Femme & Homme, Stance, Topman, Topshop, Vans, Won Hundred and Zign. These will showcases parts of their fall/winter ’16 collection in installations, offer customizing workshops or present novelties with the help of augmented reality presentations. Eight brands, among these Topshop, Topman, Hugo, Puma and Zalando itself, will also run an own fashion show, staging items to be directly shopable online afterwards.

Rendering of the showspace at Arena Berlin
© Kemmler Kemmler
Rendering of the showspace at Arena Berlin

Next to the latest trends in fashion and music, we will showcase what’s happening in the digital world right now and share all this with our customers.”

Carsten Hendrich, VP Brand Marketing at Zalando
 

Millennial model and social media queen Gigi Hadid herself will come to the Bread & Butter event to showcase her new capsule collection for Tommy Hilfiger. Under the headline #stepintoMarni, Italian luxury fashion brand Marni has designed four exclusive shoe styles for Zalando which will firstly be displayed at Bread & Butter in augmented reality simulations before their official launch in November. Nike will play a blend of music, fashion and sports on an 800 square-meter space while Berlin-based designer Marina Hoermanseder will debut her capsule collection with Hello Kitty. Zalando’s own Z-Labels will produce show pieces on-site will the help of intelligent machines.

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All this will take place in an open atmosphere without the often closed booth layout of a classic trade show, as Carsten Hendrich, VP Brand Marketing at Zalando, highlighted. The layout will further be broken open by live gigs and pop-up music performances of 15-20 upcoming European music acts – these will be selected by no less than internationally hyped livestreaming music authority Boiler Room.

Tickets will be available from July 13 at breadandbutter.com at a price of 15 Euros.

„With the first Bread & Butter by Zalando, we want to create experiences combining on- and offline and push social interaction and engagement. Next to the latest trends in fashion and music, we will showcase what’s happening in the digital world right now and share all this with our customers”, said Hendrich.

Birdview of the Bread & Butter space at Arena Berlin
© Kemmler Kemmler
Birdview of the Bread & Butter space at Arena Berlin

His event preview was followed by an on-stage discussion between host Carolin Issa (CEO Tank Magazine) and Dirk Schoenberger (Creative Director Adidas), Jeremy Tai Abbott (Creative Evangelist Google), Matt Chlebek (Music Curator Boiler Room) and designer Marina Hoermanseder on the developments of trends, authenticity and social influencers. Notably absent at the evnet: Karl-Heinz Müller, founder of the original Bread & Butter trade show who was originally said to be part of the new event’s development team.

Opening times Bread & Butter by Zalando:
Friday, 2 September: 4-12pm
Saturday, 3 September:1-12pm
Sunday, 4 Teptember: 1-12pm
at Arena Berlin, tickets €15

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