I’m sure you’ve heard the news about Zalando and Bread&Butter. Zalando bought the former trade show from founder Karl-Heinz Müller in June 2015. Bread & Butter used to be a purely B2B (business-to-business) convention. Zalando created a new format. An experimental platform where brands can create their own showcases and events to communicate with consumers, and conduct sales.
It re-thinks the traditional trade show to bring to life a new, exciting trend show for brands and consumers where they can directly interact with each other. They want people to get inspired by new trends, experience the latest products, and get them first. With Bread&Butter by Zalando customers are no longer excluded from the fashion world but are invited to become part of it”, says David Schneider, Co-founder and Member of the Zalando Management Board.
Bread&Butter by Zalando features over 25 international fashion brands such as adidas, Converse, Eastpak, Lee, Levi’s®, Marina Hoermanseder X Hello Kitty, Nike, Reebok, Stance and Vans to name but a few. Italian luxury label Marni gives a preview of its footwear collaboration exclusively for Zalando and Tommy Hilfiger’s ‘Tommy X Gigi’ collaborative collection with Gigi Hadid debuts during the event – with a special public appearance by Gigi herself. Visitors can experience how technology and fashion merge in the future with zLabels showcasing fashion designs made with intelligent machines. Bread&Butter by Zalando is set around five themes including ‘Get Physical’, ‘Fill your Feed’, ‘Mix it Up’, ‘Make it Yours’ and ‘Gear Up’ with customization workshops, augmented reality experiences, personalized products and special collectibles. A selection of brands will host a catwalk show including HUGO, Puma, TOPMAN, TOPSHOP and Zalando to present their fashion of ‘NOW’; all items are shoppable online after the show.
A lot has changed in the fashion industry. And things are still changing. For me personally, this is a very nice development. I’m proud to announce that I’m one of the contributors for this project. Zalando selected a small group of media and influencers to attend the preview event in Berlin last week. During the launch hosted by Caroline Issa they explained us more about the new Bread&Butter concept. Followed by an amazing party. I’m super excited and can’t wait till September!