Bread&&Butter by Zalando to host 40 brands, focus on see now, buy now

In a busy pop-up market set up within Arena Berlin, Zalando held on Wednesday a preview of its third Bread&&Butter show, the fashion showcase it acquired in 2015.


Samuel Smelty for Bread&&Butter by Zalando

The setting was inspired by this season’s new theme, ‘The Pop-Up of Style and Culture’, which will bring together a curated mix of fashion and music names in a ‘see now, buy now’ three-day event for consumers.

Carsten Hendrich, vice president of Creative Lab at Zalando, and Jolanda Smit, head of brand relations, marketing at Zalando, presented the line-up of more than 40 brands that will participate in the event, including Adidas Originals, Carhartt WIP, Columbia, Levi’s, Pepe Jeans London, Reebok, Vans, Weekday and Wrangler.

It was also the perfect occasion to announce the new Bread&&Butter shopping hub, due to launch at the end of August on Zalando. The site will sell exclusive product drops, limited-edition pieces and an assortment of streetwear styles, complementing the experience onsite with an e-commerce platform.

There was also a panel talk with a group of creative mavericks including Jazzelle Zanaughtti aka Uglyworldwide, Elias Riadi from PAQ, hip hop artist Kodie Shane and Marc Goehring from 032c talking about upcoming trends in fashion and music, and how taste and expression are fuelled through social media.

The music element was covered by DJs Juba and Leonce, as well as rapper Kodie Shane, who performed live on stage and made the crowd of more than 600 people dance until midnight.

The next edition of Bread&&Butter will take place from 31 August until 2 September at Arena Berlin.

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