Bread & Butter Logo 2016

Zalando’s vision is to connect people and fashion. By giving the consumers more access to the fashion world, they have the chance to directly interact with their favorite fashion brands. This is why Zalando bought the former trade show and turns it into a consumer facing trend show that is open to the public, digitalized and focuses on new trends and ideas. Around the motto NOW, the Bread&Butter by Zalando creates an innovative platform where brands share their most appealing stories and new Autumn/Winter products, offering fashion for all with instantly shoppable items. 

Brand and Music Partners
Bread&Butter by Zalando features over 25 international fashion brands such as adidas, Converse, Eastpak, Lee, Levi´s®, Marina Hoermanseder x Hello Kitty, Nike, Reebok, Stance and Vans to name but a few. Italian luxury label Marni gives a preview of its footwear collaboration exclusively for Zalando and Tommy Hilfiger’s ‘Tommy X Gigi’ collaborative collection with Gigi Hadid debuts during the event – with a special public appearance by Gigi herself. Visitors can experience how technology and fashion merge in the future with zLabels showcasing fashion designs made with intelligent machines. Bread&Butter by Zalando disrupts the exhibition space itself, with open and individual Brand Stages replacing conventional booths. Next to the hottest fashion trends, visitors can experience the freshest in music: upcoming artists will bring new, exciting sounds from all over Europe to Arena Berlin. The home of emerging music Boiler Room is the sound curator of the event and will host several pop-up and live performances.

The trend show is set around five themes including ‘Get Physical’, ‘Fill your Feed’, ‘Mix it Up’, ‘Make it Yours’ and ‘Gear Up’ with customization workshops, augmented reality experiences, personalization, presentations and special collectibles. A selection of brands will host a catwalk show including HUGO, Puma, TOPMAN, TOPSHOP and Zalando to present their fashion of ‘NOW’; all items are shoppable online after the show. For the look and feel of Bread&Butter, Zalando teamed up with visionary illustration duo Craig & Karl who are known for their distinctive visual language – a perfect match for the playful concept of the three-day-event which is taking place from 2nd- 4th of September 2016 at Arena Berlin.

For further information, images and tickets, please visit www.breadandbutter.com. Tickets are available for 15€ per day from 13 July onwards.

“Our Bread&Butter concept challenges the status quo of the fashion industry. It re-thinks the traditional trade show to bring to live a new, exciting trend show for brands and consumers where they can directly interact with each other. We want people to get inspired by new trends, experience the latest products, and get them first. With Bread&Butter by Zalando customers are no longer excluded from the fashion world but are invited to become part of it”, says David Schneider, Co-founder and Member of the Zalando Management Board.

“With the motto of the first Bread&Butter by Zalando ‘NOW’, we create engaging experiences that connect on- and offline and trigger social interaction. We aim to set up an inspiring and surprising consumer event not only dealing with the latest in fashion and music but also with what’s hot right now in the digital world and make it accessible to all”, comments Carsten Hendrich, Vice President Brand Marketing Zalando.

Current Overview of Brand Partners:
adidas, Converse, Eastpak, Fossil, G-Star, Happy Socks, Herschel Supply Co., HUGO, IVYREVEL, Lee, Levi´s®, Marina Hoermanseder X Hello Kitty, Marni X Zalando, Minimum, mint&berry, Nike, Puma, Rains, Reebok, Selected Femme & Homme, SET, Stance, Tommy X Gigi, TOPMAN, TOPSHOP, Vans, Won Hundred, Zalando und Zign.

Zalando (https://corporate.zalando.com) is Europe’s leading online fashion platform for women, men and children. We offer our customers a one-stop, convenient shopping experience with an extensive selection of fashion articles including shoes, apparel and accessories, with free delivery and returns. Our assortment of over 1,500 international brands ranges from popular global brands, fast fashion and local brands, and is complemented by our private label products. Our localized offering addresses the distinct preferences of our customers in each of the 15 European markets we serve: Austria, Belgium, Denmark, Finland, France, Germany, Italy, Luxembourg, the Netherlands, Norway, Spain, Sweden, Switzerland, Poland and the United Kingdom. Our logistics network with three centrally located fulfillment centers in Germany allows us to efficiently serve our customers throughout Europe. We believe that our integration of fashion, operations and online technology give us the capability to deliver a compelling value proposition to both our customers and fashion brand partners. Zalando’s shops attract over 160 million visits per month. In the first quarter of 2016, around 62 per cent of traffic came from mobile devices, resulting in 18.4 million active customers by the end of the quarter.

Katharina Heller / Corporate Communications
+49 30 20968 1381