Bread & Butter by Zalando: Day 1 Summary

Zalando Fashion Show

Berlin, 1st September 2017 // The first day at Bread & Butter 2017 by Zalando was launched with a bang at the B&&B Box, the hero installation at the heart of the festival. Throughout the day, guests sat back and relaxed to view live streamed Fashion Shows projected onto the B&&B Box and listened to inspiring panel talks and music performances. The interactive installation also allowed visitors to use social engagement features made available by Facebook. It set the tone for an eclectic day of highlights!


Bread & Butter presented tons of boundary-pushing style during day one. Beyond the immersive brand labs on show, an entire exhibition was dedicated to the iconic Dame Vivienne Westwood, while Topshop’s trend-filled fashion show started off a weekend of exclusive catwalk presentations.

Attendees were also treated to a stellar runway show courtesy of Zalando, where Julia Restoin Roitfeld, Veronika Heilbrunner, Sang Woo Kim, Del Keens, Lena Meyer-Landrut, Lary, Haityti, Noah Becker, Marc Goehring and Tim Labenda sat front row to view the AW17 styles as they hit the floor. This season was all about emphasising diverse characters and inspiring stylistic freedom. Model of the moment Adwoa Aboah opened the show joined by a crew of iconic faces from Berlin, who ruled the runway.


We’ve been treated to a wide spectrum of genres and pulsating beats across Bread & Butter today, with DJ sets from Berlin’s coolest collectives like STAYCORE and BASS GANG.

International superstar, M.I.A. slayed the B&&B stage with her headline performance that had crowds going wild. The showcase was set against Europe’s most advanced technical set up with an interactive motion sensor LED screen, creating a mindblowing showcase.


For the culturally curious, the opening day at Bread & Butter has been an utter field day. We’ve had deeply personal talks from icons like Wyclef Jean who wrapped up his music journey with an impromptu live performance, followed by pro-styling tips during Topshop’s talk. Undoubtedly one of the main highlights was Dame Vivienne Westwood’s ‘Get a Life’ discussion, where the legend spoke about the importance of art and literature while forging a path of inventiveness. It was a rare glimpse into the process and practice of one of the most prolific designers of our time.


For foodies, it’s been a delicious day to say the very least. We were lucky enough to see an impressive demonstration of the finest in fast food all the way from Singapore. Street food maestro Chan Hon Meng’s Michelin-starred stall fed hungry Bread & Butter visitors with his authentic flavours.


B&&B Day 1 picture material can be found

B&&B Day 1 B-roll material can be found HERE

Please check for more pictures and further press information.


Boiler Plate - DE - Q2 2017



Zalando ist Europas führende Online-Plattform für Mode. Wir bieten unseren Kunden eine umfassende Auswahl an Bekleidung, Schuhen und Accessoires für Damen, Herren und Kinder bei kostenfreiem Versand und Rückversand. Das Sortiment reicht von fast 2.000 weltweit bekannten Marken über lokale und Fast-Fashion Brands bis hin zu selbst designten Private Labels. Die Zalando-Shops sind lokal auf die Bedürfnisse der Kunden in 15 verschiedenen europäischen Märkten zugeschnitten: Belgien, Deutschland, Dänemark, Finnland, Frankreich, Italien, Luxemburg, Niederlande, Norwegen, Österreich, Polen, Schweden, Schweiz, Spanien und das Vereinigte Königreich. Zalandos Logistiknetzwerk mit vier zentralen Logistikzentren in Deutschland, ermöglicht die effiziente Versorgung aller Kunden in ganz Europa, unterstützt durch die auf die lokalen Kundenbedürfnisse fokussierten Standorte in Norditalien und Frankreich. Wir sind überzeugt, dass der Dreiklang aus Mode, Technologie und Logistik unseren Kunden und Markenpartnern einen Mehrwert bietet.

Die internationalen Zalando-Shops verzeichnen monatlich rund 200 Millionen Besuche, von denen im zweiten Quartal 2017 70 Prozent von mobilen Endgeräten kamen. Die Zahl aktiver Kunden stieg im gleichen Zeitraum auf 21,2 Millionen.