It was again the heyday of the season when the young fashion industry met at Bread & butter in Berlin from July 7-9. And now with the third edition taking place in Berlin, there were serious signs that the tradeshow has been successfully established as an important business platform.
“There is not so much partying going on as in former seasons,” says Wolfgang Endler-Ross from Timezone, and he continues: “I really do welcome that. I have the feeling, things have settled and people are working more concentrated and focused on ordering and browsing the collections.”

Others feel that the tradeshow meanwhile succeeds to balance the need for communication, networking and information. Especially selected brands in the so-called L.O.C.K area (labels of common kin), the area for especially manufactured and heritage brands, were satisfied with the platform, B&B offers them. “L.O.C.K  is the place to be for us to convey the philosophy of our brand history,” says Olivier Lucas, product manager of Lee.

As far as trends are concerned, it was more an enhancement of this year’s summer season, with lots of chinos in every color, soft denim fabrics and new washings. Military elements were spotted everywhere, from camouflage pants to admiral’s jackets. And while skinny seems to stay the overall trend for denim shapes, workwear and soft cargo styles are slowly gaining ground.