Bread and Butter tradeshow
Bread&&Butter is an annual Berlin-based event and a year-round online shopping hub by Zalando.
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, create unique products specifically for release at Bread&&Butter.
The next Bread&&Butter weekend takes 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 showcases fashion, culture, and music, and attracts over 30,000 visitors.
International music artists perform live each evening at the venue, as well as DJ sets scheduled on different stages throughout the day. The weekend draws 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 are a key highlight during the weekend, showing new season collections and limited edition products from a selection of brands. A variety of food stalls are set up across Arena and the surrounding areas, offering popular street food dishes and drinks to guests.
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  .
List of B&B shows
Schedule of Bread & Butter shows, their locations and mottos:
|July 13–15, 2001||Cologne||–|
|January 31 – February 2, 2002||Cologne||–|
|August1 – 3 2002||Cologne||–|
|January 17–19, 2003||Berlin-Spandau||–|
|July 18–20, 2003||Berlin-Spandau||Berlinlove|
|January 16–18, 2004||Berlin-Spandau||Next Move|
|July 16–18, 2004||Berlin-Spandau||Berlingold|
|January 21–23, 2005||Berlin-Spandau||Selected|
|July 22–24, 2005||Berlin-Spandau||Eurovision|
|January 18–20, 2006||Barcelona||Eurovision|
|January 27–29, 2006||Berlin-Spandau||Eurovision|
|July 14–16, 2006||Berlin-Spandau||COMMUNITY|
|January 17–19, 2007||Barcelona||Active|
|January 26–27, 2007||Berlin-Spandau||Active|
|July4– 6 2007||Barcelona||Fly BBB|
|January 16–18, 2008||Barcelona||King Size|
|July2– 4 2008||Barcelona||New Order|
|January 21–23, 2009||Barcelona||United Nations|
|July1– 3 2009||Berlin-Tempelhof||Berlin, Berlin|
|January 20–22, 2010||Berlin-Tempelhof||The Original|
|July7– 9 2010||Berlin-Tempelhof||Premier League|
|January 19–21, 2011||Berlin-Tempelhof||Absolute|
|July6– 8 2011||Berlin-Tempelhof||Supershow|
|January 18–20, 2012||Berlin-Tempelhof||High Fidelity|
|July4– 6 2012||Berlin-Tempelhof||The Rock|
|January 15–17, 2013||Berlin-Tempelhof||Big Time|
|July2- 4 2013||Berlin-Tempelhof||Connect|
|January 14–16, 2014||Berlin-Tempelhof||Ich bin ein Berliner.|
|July8-10 2014||Berlin-Tempelhof||Carnaval do Brasil|
|January 19–21, 2015||Berlin-Tempelhof|
|July7- 9 2015||Berlin-Tempelhof|
|September 3-5 2015||Seoul|
|September 2–4 2016||Arena Berlin||NOW|
|September 1–3 2017||Arena Berlin||Bold|
- "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.
- "*In sync* mit dem Streetwear-Hype: So wird die Bread&&Butter dieses Jahr". Vogue.de. 2018-07-02. Retrieved 2018-08-03.
- "Zalando setzt bei der Bread & Butter auf Mode zum Mitnehmen". Handelsblatt.de. 2018-06-28. Retrieved 2018-08-03.
- Bread & Butter History Archived October 27, 2014, at the Wayback Machine, including all show posters
- Media related to Bread & Butter at Wikimedia Commons
- Official Bread and Butter website
- Official Bread and Butter website
- Bread and Butter at Tempelhof website
- Trade fair stands at B&B, gallery (2012)
- Bread and Butter at Creative Germany
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