I traveled to Berlin last Monday for an intense 24-hour overnight stay in the city. The occasion? A preview of the first Bread&Butter by Zalando celebration taking place from 2nd to 4th September 2016.
Bread&Butter was a well-known independant B2B fair hosted during the Berlin Fashion Week. This year, Zalando has taken the traditional trade show to a more participative “trend show for everyone” i.e. open to the public. The focus is on nowness and strong digital presence. This new format will welcome some 25 international brands such as Adidas, Topshop, and Tommy Hilfiger. Instead of catwalks and full collections, the brands will present their instantly shoppable creations by engaging the audience with multi-sensory storytelling. We can expect workshops, augmented reality experiences, personalized products and special collectibles. It will be a lifestyle event marrying TechxMusicxFashion – how exciting is that!
Bread&Butter by Zalando Preview Event Party
I am just as excited to be part of this adventure. I will be sharing with you the backstages, insider stories and more! I kick-start the series with a sneak peek in the form of this picture diary of what I experienced in Berlin.
Official event picture : © Noel Ritcher & © Nils Krüger