During the Barcelona edition of Bread & Butter on July 5-7, show founder Karl-Heinz Müller unveiled his plan for a Fashion Week Europe. The event is to take place in Barcelona and will unite Bread & Butter with new formats.

“We are very successful in the fashionable urbanwear segment,” Müller says. “Now we want to build a platform for designers on the one hand and more commercial brands like Esprit and Mexx on the other hand at the same time.”

The event will welcome and unite designers, Upstairs (new luxury brands), Bread & butter (the core event), VeryKids and the commercial companies. They all will show at the same time in Barcelona, but at different locations: the designers will show all over town, Bread & Butter will stay at the old Fira (Fair) while the commercial brands may move to the new Fira.

Although the initial changes may be made by the next edition of Bread & Butter on January 17-19, 2007, Müller believes that it will certainly take a year to install the new formats.

With FWE Müller wants to create a comprehensive fashion event with all the different brands in the progressive segment under one roof. “I know this is a very ambitious plan, but I feel that we have to bring everyone who represents Bread & Butter in one way or another together,“ he said.

This week’s edition of Bread & Butter Barcelona attracted more than 20,000 visitors on its first day and again proved to be the season’s kickoff event in the jeans and streetwear segment. 920 brands in segments such as Denim, Street, Superior and Urban Elegance showed their collections. It was also a Barcelona premiere for the kidswear area VeryKids: 60 brands showed there, including Diesel Kids, Kejo Kids and Pepe Jeans Kids.

– Sabine Kühnl, Executive Editor