Innovative fashion festival, that unites various elements from the worlds of fashion, lifestyle and music.
This year the festival of style and culture is going ‘BOLD’ and invites everyone to go for bold in FASHION , MUSIC and FOOD during the three-day Berlin event.
Bringing together the best in fashion and music, the second editionof Bread & Butter by Zalando (B&&B) is taking place from 1st-3rd September 2017 at Arena Berlin. It will bring the latest and most exciting from your favourite brands such as adidas, Converse, Fila, Nike, Levi’s®, Jil Sander Navy and Topshop. Spread over several stages, the festival will excite consumers with all things new including exclusive designs, limited editions, collaborations, fashion labs, workshops, fashion shows, See Now/Buy Now, B&&B talks featuring renowned international speakers, exquisite street food, and more! Beyond Arena Berlin, B&&B added several new spaces including Festsaal Kreuzberg and a brand new interactive fashion show area.
Last year, Zalando launched Bread & Butter as a consumer event connecting fashion and music, and its most relevant brands to celebrate the start of the new season under the umbrella of ‘NOW’. Following its successful debut, which attracted over 20.000 visitors and included a stellar performance from A$AP
Rocky, special appearance by Gigi Hadid and an exclusive Marni augmented reality experience, B&&B evolved from a trend show into a ‘festival of style and culture’. FESTIVAL OF STYLE AND CULTURE This time around, B&&B is inspired by the motto ‘BOLD’ giving stage to new ideas, fearless opinions and daring looks.
BOLD | Following its innovative approach to open catwalk shows up and bring brand experiences to the public for the first time, B&&B delivered to an open-minded and non-conformist attitude. That spirit will be carried through to this year’s event, with a new theme to reflect the global zeitgeist ‘BOLD’, which for B&&B stands for authentic, empowering, innovative, diverse, daring, challenging, fearless and unexpected. BOLD does not stop there. BOLD are our visitors, brands, musicians and culinary creatives, who dare to take a stand and challenge the status quo.
FASHION | At B&&B, visitors can experience the latest Autumn/Winter 2017 collections from more than 40 fashion labels. Arena Berlin will feature three different areas – Fashion, Urban and Active – offering engaging brand activities such as customisation workshops, sports classes and augmented reality experiences. Brands including adidas, Alpha Industries, Converse, Fila, Hilfiger Denim, Nike, Lee, Levi’s®, Puma, Reebok, Topshop, VANS, Wrangler, to name but a few, will present special designs and collectables available only at B&&B.
Several interactive fashion shows will take place by adidas, HUGO, G-Star, Jil Sander Navy, The Kooples, Selected Femme/Homme, Topshop, Topman and Zalando. The new fashion show area outside of the Arena will offer more space for innovative set design that everyone can experience up close. All fashion shows will be live-streamed on B&&B’s channels.
For B&&B 2017, Zalando has developed a pioneering shop solution using RFID wristband technology that combines branded content and user interactivity into a smooth retail experience: The B&&B Feed allows every guest to create a unique profile that acts as a record of their festival experience, into which they ‘load’ pre-defined content packages by interacting with items via their RFID wristband. Once content is loaded into their feed, the users can access it via their smartphone for purchase.
MUSIC | The music line-up includes emerging talents as well as big international headliners – artists known as much for their exceptional sound and style, as for their stance on contemporary topics.
FOOD | B&&B offers a range of eateries serving fresh flavours, delectable ingredients and culinary crossovers. Anything from street food to fine vegan bites.