BERLIN, 1 SEPTEMBER 2018 // Bread&&Butter by Zalando – The Pop-Up of Style and Culture (B&&B) is in full swing with fresh product drops, the hottest rising musicians, cultural heroes and enlightening conversations. Here is a summary of today’s busy Saturday:
ON A SOLD-OUT SATURDAY BREAD&&BUTTER BY ZALANDO – THE POP-UP OF STYLE AND CULTURE (B&&B) KEPT ITS BUZZING VIBE WITH PLAYFUL B&&B POP-UPS BY MORE THAN 40 INTERNATIONAL BRANDS – SUCH AS CARHARTT WIP, CONVERSE, PUMA AND THE NORTH FACE. B&&B SHOW POP-UPS WERE LED BY HUGO AND ZALANDO. ON THE B&&B CARPET BEFORE THE ZALANDO SHOW: INTERNATIONAL TALENTS SUCH AS JADEN SMITH, KITTY CA$H, EMILY OBERG AND UGLYWORLDWIDE PLUS GERMAN VIPS INCLUDING INSTAGRAM STAR CARO DAUR, MODEL BONNIE STRANGE, ARTIST NOAH BECKER, MODEL ELIAS BECKER AND GERMANY’S NEXT TOPMODEL WINNER TONI LOBA. B&&B TALKS WERE HELD BY ADIDAS ORIGINALS WITH DANISH SINGER-SONWRITER MØ, AND G-STAR RAW WITH US-SUPERSTAR JADEN SMITH, WHO ALSO PERFORMED AS A CLOSING ACT RIGHT AFTER THE ZALANDO SHOW POP-UP. BREAD&&BUTTER PRESENTED A TALK ON HOW INSTAGRAM CHANGED THE FASHION INDUSTRY, TOGETHER WITH UGLYWORLDWIDE, GULLY GUY LEO AND EMILY OBERG. THE B&&B MUSIC LINE-UP INCLUDED TALENTS SUCH AS IAMDDB AT THE MERCEDES-BENZ BRAND POP-UP, SLOWTHAI AND STEFFLON DON.
ALWAYS ON: Coinciding with the offline event, BREAD&&BUTTER Launched its new B&&B Shopping Hub on Zalando: breadandbutter.com offers selected streetwear and exclusive drops.
B&&B BRAND POP-UPS
Carhartt WIP teams up with London’s NTS Radio to broadcast live from B&&B, with a slew of local and international talents – including Kutmah, Sega Bodega, AJ Tracy and more. Also on offer: exclusive Carhartt WIP x NTS products and the pre-release drop of the forthcoming Carhartt WIP x Trojan Records capsule collection. Converse introduces the TRIPLE WHITE ONE STAR at their “One Star Salon” – a beauty parlor Pop-Up with a special treatment menu by ISLA BERLIN and a sneaker customization bar. At the Puma Pop-Up visitors can shop the exclusive Polaroid RS-0 and Roland RS-0 collabs and experience the PUMA AV-Club with Lucas Gutierrez – an audiovisual artist combining 3D video manipulations with sounds that pass through experimental techno, glitch, bass and broken-beat. For the first time ever, The North Face is present at B&&B, dropping their exclusive Nuptse jacket at the event. Staying true to the brand’s outdoor vibes, visitors have to conquer North Face's climbing wall, in order to cop their very own Nuptse.
B&&B SHOW POP-UPS
HUGO kicked off the Show Pop-Ups together with BÄM! Äcademy. The marching band wore HUGO's Reversed logo design during their performance. Taking the experience to the next level, visitors were able to personalize their HUGO t-shirt in Reversed style. Against an urban fence backdrop, Zalando took over the Eastside space with a blackout of the main hall and a street style cast in tableaux vivant format. The diverse selection of models wore AW18 streetwear styles and walked outside following an electric music mobile. The Zalando AW18 Fashion Show Pop-Up made its way towards the B&&B Stage, where all came together in a grand finale with an unexpected and highly anticipated music performance by Jaden Smith. The sought-after 20-year-old got the crowd moving to songs such as “Ghost“, “Watch Me“ and “Batman“.
Bread&&Butter presented a talk on how Instagram changed the fashion industry, moderated by Emily Five with cultural and social icons Uglyworldwide, Gully Guy Leo and Emily Oberg. Wana Limar and adidas Originals hosted the talk “Here to Inspire - A Conversation on Confidence, Creativity and Culture" with a crew of female talents: Hypebae’s Nav Gill and Slavka Jancikova, Global Category Director for Women’s Footwear, and Danish singer-songwriter MØ who also performed live at the adidas Originals Pop-Up. G-Star RAW held a discussion on sustainability. Amongst the panelists was creator and artist Jaden Smith, who has been collaborating with G-Star on a sustainable collection that will launch later this year.
On the second day of B&&B, banging sounds by some of the today’s boldest female voices kept the audience busy. 21-year-old Manchester-born singer, rapper and producer IAMDDB took over the Mercedes-Benz Brand Pop-Up, mixing trap, jazz and everything in between. British MC Stefflon Don entered the HUAWEI stage to play an eclectic set. The music artist made inroads by appearing on a track alongside heavyweights Demi Lovato and Lil Yachty. Now, her official debut single “Hurtin’ Me" featuring French Montana is climbing the charts. Bringing his fire from UK straight to Berlin, upcoming rapper slowthai joined B&&B for a special show. The night concluded with a groundbreaking vogue ball with So Extra, who were stomping the runway and turning stunts at their very own after party - featuring performers and judges from all over the world, as well as a sickening DJ set from the legendary Mike Q.
Tickets for Bread&&Butter by Zalando are available via breadandbutter.com/tickets. Single day tickets are 15 euro. Group day tickets are 45 euro (buy four/get one free). Single day tickets at the door are 20 euro.