Bread and Butter by Zalando celebrated its 3rd edition at the Berlin Arena from August 31st to September 2nd. Don’t you know what Bread and Butter is? It is a Berlin-based annual event and an online shopping hub sponsored by Zalando.
This festival is like the “The Pop-Up of Style and Culture”. It is a curated mix of what is next in fashion and music. It´s also known as the festival of design and delicacy. Boasting interactive fashion shows, brand presentations, exhibitions and talks about the future of fashion. All activities were packed. If you have a chance, go and be part of it the next year!
BRANDS AND TALKS
One of the characteristics of Bread and Butter is that they do a lot of pre-launches of rare items, streetwear, and sneakers. The brands are mega desired or simply uber cool. Think of Adidas Originals, Converse, Diesel, Levi’s, Nike, PUMA, Reebok, MAC Cosmetics, Timberland, Wrangler, Vans, 032C, or Weekday. Each brand has unique and interactive pop-ups and they are always trying to surprise the public.
For example, Topshop Topman had five dancers performing to contemporary ‘90s soundtracks while a cast of ten models walked through the space that was like a hacienda. Another brand, MAC Cosmetics offered insider tips with senior artists Angelo Rauseo, and Connie Man during their talk on contemporary beauty. Bread and Butter conducted a talk on how Instagram changed the fashion industry moderated by Emily Five with cultural and social icons Uglyworldwide, Gully Guy Leo and Emily Oberg.
SUSTAINABILITY IN FASHION
This topic is key in every fashion event. It signals the change in the paradigm that we are needing so badly as an industry. For example, G-Star RAW hosted a panel on sustainability with Jaden Smith, the son of Will Smith. He is collaborating with G-Star on a sustainable collection that will launch later this year. Also, Timberland together with award-winning designer Christopher Raeburn hosted a talk about the future of sustainable fashion. During the talk, they discussed how we can approach style and fashion in a way that works for creators, consumers and the environment.
Also, State of Fashion hosted a meet-up in Berlin with the focus on #FAIRNESS. There, Renee van der Hoek together with fashion designer Bethany Williams explored how we can create a fashion industry that speaks to all and harms few.
If Fashion is one of the attractions to Bread and Butter, the other is Music. On Friday Ms. Lauryn Hill, Luciano, Sheck Wes and M.I.A did their performances. Yung Hurn and FKA Twigs on Saturday, while Bilderbuch, RIN and Virgil Abloh on the last day, rocked the festival nights.
Can you imagine? The Festival attracted over 35,000 visitors. It offered 100+ exclusive drops and pre-launches with 40+ brands, 6 Show Pop-Ups, 9 talks and 70+ music artists. Even Manchester-born singer, rapper and producer IAMDDB took over the Mercedes-Benz Brand Pop-Up, mixing rap, jazz and everything in between. Music line-up included Slowthai and Stefflon Don. Our advice, have your dancing feet well rested before attending this event.
ZALANDO: THE SPONSOR
This festival is the perfect example of molding a digital platform which connects brands and consumers together. Zalando conducted fashion shows and musical performances in actual time and converted the local event into a global experience. There were limited edition products and exclusive collaborations. Zalando itself released Hilfiger Denim x Zalando exclusive collaboration and announced an upcoming partnership with Stadium Goods.
As a final touch, Bread and Butter closed with a fire after party. All attendees danced to DJ sets by Simon Kaiser, Boys Noize, Mexican Jihad and more.
Coinciding with Bread and Butter’s offline event, they launched a new shopping hub on Zalando. As you can imagine, everything showcased at the festival is available via www.zalando.com that introduced the ‘See Now, Buy Now’ that is breaking the rules and the logistics of traditional fashion houses.
For more information, check out their website here.
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