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Fashion Show Rendering (Artwork: Kemmler)
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Bread&Butter by Zalando Preview Event in Berlin (Photography: Noel Richter)
Bread&Butter by Zalando Preview Event in Berlin (Photography: Noel Richter)
Bread&Butter by Zalando Preview Event in Berlin (Photography: Nils Krueger)
Bread&Butter by Zalando Preview Event in Berlin (Photography: Noel Richter)
Mainstage Rendering (Artwork: Kemmler)
Venue Arena Rendering (Artwork: Kemmler)

Being ahead of the curve is a privilege often only reserved for industry insiders. However, when it comes to fashion, the new Bread&Butter by Zalando event in Berlin wants to give everyone the chance to sample and see the latest trends in the industry. The innovative new event is arguably the first of its kind in the industry and will allow people to experience and purchase global brands’ forthcoming collections in an innovative and interactive new setting.

Previously a B2B fashion fair, the new Bread&Butter by Zalando is now a consumer-facing trend show focusing on fashion trends as well as music and food. “We want people to get inspired by new trends, experience the latest products, and get them first,” explains David Schneider, Co-founder, and Member of the Zalando Management Board. “With Bread&Butter by Zalando customers are no longer excluded from the fashion world but are invited to become part of it.”

Hosted in the Berlin’s Arena, an industrial warehouse space on the banks of the Spree, 25 international fashion brands including adidas, Converse, Eastpak, Lee, Levi’s®, Marina Hoermanseder X Hello Kitty, Nike, Reebok, Stance, and Vans, will showcase their latest efforts. Tommy Hilfiger’s “Tommy X Gigi” collaboration with Gigi Hadid will also debut, with Gigi herself attending, while Italian luxury label Marni will preview its footwear collaboration exclusively for Zalando. HUGO, Puma, TOPMAN, TOPSHOP, and Zalando, among others, will each host catwalk shows.

Complimenting the fashion lineup are customization workshops, augmented-reality experiences, personalized products, and exclusive collectibles. Plus upcoming artists will bring new and exciting sounds from all over Europe; as sound curator, Boiler Room will host several pop-up and live performances including Kero Kero Bonito, Acid Washed, Palmistry, Hannah Faith and Noah Slee.

Boiler Room Music Act Hannah Faith (Photography: @foxyneela)

“Modern fashion and streetwear questions conventions, established forms, and patterns, which is what Bread&Butter by Zalando wants to do. And that’s the same thing we want to do with the music program. We know that Berlin is the capital of techno and house nowadays, but one of the things we really wanted was not to pick up on the tropes that people would expect from Berlin,” says Michail Stangl, director of Boiler Room Germany. “We’ll have some French trap. We’ll have Swedish footwork. We’ll have some weird, quite emotional, dancehall from London. We’ll have future R&B stuff from New Zealand. So it’s going to be a wild mix of nationalities, songwriters, and music.”

Bread&Butter by Zalando kicks off Friday, September 2 to Sunday, September 4. Find further information on the Facebook Event page, check out the schedule online and purchase tickets for €15 per day via the link below.

Words by Aaron Howes
Branded Content Editor
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