Bread and Butter tradeshow

Bread&&Butter was an annual Berlin-based event and a year-round online shopping hub by Zalando.

Karl-Heinz Müller, initiator of B&B, at Berlin Tempelhof Airport, the location of the fashion show from 2009 to 2015.

Access to pre-launches and rare items, with a particular focus on streetwear and sneakers, is part of Bread&&Butter’s DNA. Brands such as Vans, adidas, Eastpak, Nike, and many more, created unique products specifically for release at Bread&&Butter.

The last Bread&&Butter weekend took place at Arena Berlin from August 31- September 2, 2018, with the tagline, “The Pop-Up of Style and Culture” and a “see now, buy now” concept. The three-day weekend showcased fashion, culture, and music, and attracted around 35,000[1] visitors.

International music artists performed live each evening at the venue, as well as DJ sets scheduled on different stages throughout the day. The weekend drew influencers and celebrities from around the world to Berlin to take part in various activities as well as in live panel discussions on current cultural topics.

Pop-up fashion shows were a key highlight during the weekend, showing new season collections and limited edition products from a selection of brands. A variety of food stalls were set up across Arena and the surrounding areas, offering popular street food dishes and drinks to guests.

History

The original “Bread & Butter” tradeshow was founded by German entrepreneur Karl-Heinz Müller together with Christian Geyr and Wolfgang Ahlers and premiered in July 2001 in Cologne-Deutz. It was initially conceived of as a bi-annual fashion industry trade show "for the progressive, contemporary clothing culture". It had a spin-off in Barcelona from 2005 and completely relocated there in 2007. The tradeshow came back to Berlin in the summer of 2009 and relocated to the historical hangars of Tempelhof Airport.

In June 2015, the trade fair was acquired by Berlin-based fashion and tech company Zalando. The e-commerce platform relaunched it in 2016, turning the fashion industry event into a weekend open to the public. It hosts pop-up stands from the brands available on zalando.com, with the aim to ‘democratize fashion’.

Past music lineups have included various international headliners such as A$AP Rocky, M.I.A and FKA twigs, as well as supporting local DJs from Berlin. Each day of the event culminates in an after-party at the venue.

The 2017 fashion shows included collections from HUGO, Topshop and G-Star, as well as a retrospective show by couture designers Viktor & Rolf. The same year, Vivienne Westwood opened an onsite exhibition dedicated to her work, as well as hosting an inspirational talk on stage at Festsaal.

2017 also saw several panel discussions with a variety of topics. Adwoa Aboah hosted an empowering Girl’s Talk session and Wyclef Jean told his life story during an intimate live discussion[2] [3] [4].

2018 edition focused on fashion accessories, music, and other consumer electronics[5].

After the 2018 event, Zalando announced that they will discontinue the event, because “It doesn’t fit into our long-term strategy”.[6]

List of B&B shows

Schedule of Bread & Butter shows, their locations and mottos:[7][8]

DateLocationMotto
July 13–15, 2001Cologne–
January 31 – February 2, 2002Cologne–
August 01 – 03 2002Cologne–
January 17–19, 2003Berlin-Spandau–
July 18–20, 2003Berlin-SpandauBerlinlove
January 16–18, 2004Berlin-SpandauNext Move
July 16–18, 2004Berlin-SpandauBerlingold
January 21–23, 2005Berlin-SpandauSelected
July 08-10 2005BarcelonaEurovision
July 22–24, 2005Berlin-SpandauEurovision
January 18–20, 2006BarcelonaEurovision
January 27–29, 2006Berlin-SpandauEurovision
July 05-7 2006BarcelonaCOMMUNITY
July 14–16, 2006Berlin-SpandauCOMMUNITY
January 17–19, 2007BarcelonaActive
January 26–27, 2007Berlin-SpandauActive
July 04–06 2007BarcelonaFly BBB
January 16–18, 2008BarcelonaKing Size
July 02–04 2008BarcelonaNew Order
January 21–23, 2009BarcelonaUnited Nations
July 01–03 2009Berlin-TempelhofBerlin, Berlin
January 20–22, 2010Berlin-TempelhofThe Original
July 07–09 2010Berlin-TempelhofPremier League
January 19–21, 2011Berlin-TempelhofAbsolute
July 06–08 2011Berlin-TempelhofSupershow
January 18–20, 2012Berlin-TempelhofHigh Fidelity
July 04–06 2012Berlin-TempelhofThe Rock
January 15–17, 2013Berlin-TempelhofBig Time
July 02-04 2013Berlin-TempelhofConnect
January 14–16, 2014Berlin-TempelhofIch bin ein Berliner.
July 08-10 2014Berlin-TempelhofCarnaval do Brasil
January 19–21, 2015Berlin-Tempelhof
July 07-09 2015Berlin-Tempelhof
September 3-5 2015Seoul
September 2–4 2016Arena BerlinNOW
September 1–3 2017 Arena Berlin Bold
August 31 - September 2, 2018 Arena Berlin

References
  1. Drier, Melissa; Drier, Melissa (2018-11-28). "Zalando Not Going Forward With Bread & Butter in 2019". WWD. Retrieved 2020-05-28.
  2. "Bread&&Butter by Zalando – The Pop-Up of Style and Culture Reveals This Year's Line-Up". High Snobiety. 2018-07-06. Retrieved 2018-08-03.
  3. "*In sync* mit dem Streetwear-Hype: So wird die Bread&&Butter dieses Jahr". Vogue.de. 2018-07-02. Retrieved 2018-08-03.
  4. "Zalando setzt bei der Bread & Butter auf Mode zum Mitnehmen". Handelsblatt.de. 2018-06-28. Retrieved 2018-08-03.
  5. "BREAD & BUTTER BERLIN 2018". eWorldTrade. Retrieved 27 May 2020.
  6. Drier, Melissa; Drier, Melissa (2018-11-28). "Zalando Not Going Forward With Bread & Butter in 2019". WWD. Retrieved 2020-05-28.
  7. Bread & Butter History Archived October 27, 2014, at the Wayback Machine, including all show posters
  8. "Bread&&Butter 2018 - Bread&&Butter by Zalando, Berlin". Zalando. Archived from the original on 31 July 2018. Retrieved 28 May 2020.


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