Suspense is breathing life into the trade fair business. And each season, European fashionistas have come to expect a new surprise from Karl- Heinz Müller. This time it is an invitation to the Danish Bestseller group to have a booth at the summer trade show for selected brands from July 2 to 4.

With the most square footage (almost 65,000 or 6,000 square meters),  Bestseller – which previously held its own event in Berlin – will be on hand with all 20 brands and rent all of Hangar 1. Müller is hoping for additional attendees and to boost appeal with the Bestseller group. The other buildings at Tempelhof are being shared by 620 labels in sections entitled Upper Street, Urban Fashion, Urban Base, Urban Superior, and L.O.C.K. Newcomers include Ben Sherman, Customellow, Franklin & Marshall, Gant, Johnbull, Levi’s Made & Crafted, Original Jams, Orslow, Reebok Classics, Sandast, Timberland, Nena Pasadena, Scarti-Lab, and Weekend-Offender. Tommy Hilfiger is no longer an exhibitor. And most of the “de-listed” brands from last season are not going to be on hand.

The motto for this edition of Bread & Butter – “Connect” – is intended to be a rallying cry for fashion players to form a closer “textile google” bond and communicate more intensively. In July, because Bread & Butter is a work and contact platform, several visitors, such as media journalists, brokers and fabric buyers, pay admission amounting to €500 for the three days of the trade show. Of course, retailers and buyers pay no admission. The outdoor area around the former Tempelhof airport will be more closely linked with the trade fair. Membranes will serve as partitions and create an airy, summer atmosphere.

Müller says: “The objective is that visitors stay in the buildings and work.” The Lunapark is meant to be for more than recreation, but also as an exhibition space. A beer garden is directly next to the buildings. The opening party will be held there, too: a relaxing evening BBQ with nice people, an engaging slate of sports events and no dress code.