Bread & Butter was a trade fair up until 2014 when they declared insolvency. Created in 2001, the event originally took place in Cologne but then moved to Berlin in January of 2003. Barcelona also became the secondary host city of the event in 2005.
Zalando acquired the company in 2015 with the mission to revive it; changing its entire perspective. What was once a trade fair now has turned into a public fashion event, taking place in the Arena Berlin. The show is a lively event that includes interactive fashion shows and presentations by name brands. There were talks on the digital future of fashion, emphasizing the impact of technology on the world of couture. Many bloggers and fashion experts were invited to Berlin to discover and contribute to the event.
Music was also a huge part of the event including appearances from Yung Hurn, Princess Nokia, Hamza, Stefflon Don, Sheck Wes and many more. Attendees were able to taste an incredible diversity of culinary treats thanks to the stands which will be serving street food from all corners of the world. This year’s edition is features the tagline “The Pop-Up of Style and Culture” that’s based on a “see now, buy now” concept. Figures like Jaden Smith, Jerome Boateng and more hosted their talks and the streets outside were filled with style. Discover some of the highlights below.