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Bread&&Butter by Zalando (B&&B) returns to Arena Berlin between August 31 and September 2 this year and we’ve compiled all the most exciting information that you’ll no doubt want to know.

Last week, B&&B got the whole of Berlin talking at its panel discussion-cum-launch party in Kreuzberg when it revealed that this year the annual celebration of style and culture will revolve around a ‘pop-up’ concept. Once again curating a lineup of the most sought-after brands, B&&B will give visitors direct access to new and limited edition must-cop drops available to buy on the spot. For those that can’t attend, Zalando launches a new B&&B shopping hub at the end of August that will be accessible via breadandbutter.com.

This year, B&&B will host over 40 returning names and newcomers including Nike, adidas Originals, 032c, Vans, Converse, Alpha Industries, G-Star RAW, Levi’s, ASICSTIGER, Carhartt WIP, Palladium, Timberland, PUMA, Reebok, Diesel, AAPE By A Bathing Ape, The North Face, Weekday, and many, many more.

Each brand will have its own unique and interactive pop-up within Arena housing its latest and hottest clothing and sneakers. Instead of traditional fashion shows, 2018 will be about surprising and off the cuff pop-up performances including the Topshop Topman voguing ball that will no doubt lead to some ‘gram-worthy moments.

If that wasn’t enough, there will be talks about the future of fashion from leading industry voices and innovators including 032c and Jaden Smith, who will sit with G-Star RAW to discuss sustainability. The event space will also be home to a House of Vans hub that brings to life the spirit of Vans through live music, art, and customization workshops to help upgrade your ‘fit.

At the preview, proceedings were kicked off by a panel discussion with some of the music and fashion industries’ most relevant movers and shakers. Model and Instagram star Jazzelle Zanaughtti (@Uglyworldwide), PAQ’s Elias Riadi, hip-hop artist Kodie Shane, and 032c’s Fashion Director Marc Goehring took to the stage in front of an attentive audience to discuss a simple topic: what’s next? The subject matter proved thought-provoking as guests got to talking about upcoming fashion and music trends as well as how these trends emerge and the impact of social media.

The event was soundtracked by DJs Juba and Leonce before panel guest and rapper Kodie Shane turned things up a notch to close the night performing “Drip On My Walk” and the yet to be released “Flex On Me.” B&&B has since revealed a lineup of live performances and DJ sets that will go down at the official event and ticket holders can prepare for a host of emerging artists including Princess Nokia, Yung Hurn, Sheck Wes, Tiffany Calver, Stefflon Don, Hamza, LYZZA, Kitty Cash, Gunna, and Evian Christ, among others.

More than ever before, B&&B will be an unmissable destination for fashion, streetwear, and sneaker enthusiasts with limited edition products, sneaker pre-releases, and exclusive collaborations. You can cop early bird tickets for just €10 per day for a limited time only, after which they’ll be €15 online or €20 on the door. We’ll keep you up to date with all the latest announcements but in the meantime, head to Bread&&Butter by Zalando’s online hub for all the finer details.

For everything that went down at Bread&&Butter 2017, check out our full report.

  • Photography: Sam Smelty, Eva Losada, & Isa Foltin/Getty Images for Bread&&Butter by Zalando
Words by Aaron Howes
Branded Content Editor
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