Where the runway meets the street

Bread & Butter by Zalando returns to Berlin in September for a second style and culture showcase supported by some of the biggest talent in fashion and music.

To tease the 2017 affair, they hosted a preview event with individuals from the creative industries discussing this year’s concept and theme, ‘BOLD.’ Dazed’s Jefferson Hack invited Zalando’s Carsten Hendrich to the stage before speaking with Dame Vivienne Westwood about her significant position in fashion history. A panel discussion followed featuring some of the biggest names currently working in the industry including Aitor Throup, Adwoa Aboah, Erika Bowes, Fergus Purcell and MikeQ.

Following the talks, guests were treated to an after party featuring futuristic light projections, an interactive mirror installation and a real-time, face projection-mapping photo booth. Over 400 guests then enjoyed a live performance by Abra, and DJs Zora Jones, Bambii and Why Be.

As for the official Bread & Butter by Zalando 2017 event itself, here’s everything we know so far.

When & where is Bread & Butter 2017?

This year Bread & Butter by Zalando takes place between September 1 and 3 at Arena Berlin.

Which brands are going to be at Bread & Butter by Zalando 2017?

The following brands will be involved in some way: Adidas, Alpha Industries, Asics, Bik Bok, Camper, Converse, Eastpak, Fila, Fossil, G-star Raw, The Herschel Supply Co., Hilfiger Denim, Hugo, Hype,, Jil Sander Navy, Kickz, Lee, Levi’s®, Lost Ink, Love Stories, Mads Nørgaard, Missguided, Napapijri, Nike, Puma, Rains, Reebok, Rvlt, Selected Femme/Homme, Stance, Superga, The Kooples, Topman, Topshop, Vans, Wrangler and Zalando.

What can I expect from Bread & Butter by Zalando 2017 and the brands involved?

All of the brands above will be showcasing their FW17 collections in three specialized areas: Fashion, Urban and Active. Each area will offer engaging brand activities such as customization workshops, sports classes and augmented reality experiences.

Nike will invite visitors to join an immersive experience around the brand’s most iconic styles from performance to fashion. Napapijri will present an interactive four seasons showcase and Wrangler will showcase the exclusive ‘Wrangler by Peter Max’ clothing collaboration celebrating the brand’s 70th anniversary.

Some brands—including adidas, Alpha Industries, Converse, Fila, Hilfiger Denim, Nike, and VANS, among others—will present special designs and collectibles available only at Bread & Butter 2017.


Several brands will be presenting interactive fashion shows including adidas, Hugo, G-Star, Jil Sander Navy, Selected Femme/Homme, The Kooples, Topshop, Topman and Zalando. As a special highlight, Bread & Butter by Zalando will host a Vivienne Westwood Archive Exhibition.

As expected, organizers are promising a solid music lineup featuring emerging talents as well as big international headliners (let’s not forget A$AP Rocky performed last year). However, further details are currently TBC.

Oh, and don’t worry about going hungry, the festival of style and culture while be offering a range of food options from street food to fine vegan bites.

Where can I get Bread & Butter 2017 tickets?

Day tickets are available now at for €20. Limited early bird tickets are available for a short time on a first come, first serve basis.

Get the scoop from Bread & Butter 2016 here.

Words by Aaron Howes
Branded Content Editor
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