Zalando’s Bread & Butter show to return with new ‘Bold’ theme

By

Melanie Muller

Translated by
Barbara Santamaria

Published
Jun 9, 2017

Online giant Zalando hosted on Thursday an event to preview its vision for the second edition of Bread & Butter, the Berlin trend show it acquired in 2015. Described as a “festival of style and culture”, the show will be based on the new theme ‘Bold’ and will take place on 1-3 September at Arena Berlin.

To unveil its vision, Zalando hosted a summer party with 400 guests, including Dame Vivienne Westwood, fashion model Adwoa Aboah and Dazed Media co-founder Jefferson Hack.

The event included a panel talk with Aitor Throup, Adwoa Aboah, Erika Bowes, Fergus Purcell and MikeQ, who discussed the meaning of being bold in a global setting, the return of the logo t-shirt trend and the differences of being bold for men and women. Zalando VP of brand marketing, Carsten Hendrich presented Bread & Butter’s new theme for the upcoming season in a talk moderated by Jefferson Hack.

Celebrating courage, character and individuality, the new theme will introduce more space, more fashion, more brands, more live music, more celebrities, more interactive experiences, more live streams and more people than ever before.

This season, brand partners include Adidas, Alpha Industries, Converse, Lee, Reebok, and Vans, while Hugo, G-Star, Jil Sander Navy, The Kooples, Topshop, Topman and Zalando are expected to host runway shows. The live music line-up will be unveiled in the coming weeks.

Zalando VP of brand marketing, Carsten Hendrich said: “The current global Zeitgeist calls for a new, honest, action-driven response. Therefore this year Bread & Butter is influenced by the motto ‘BOLD’ giving stage to new ideas, fearless opinions and daring looks that stand out from the crowd. Celebrating the various facets that the fashion world has to offer and paying tribute to courage, character and individuality to inspire everyone to go for ‘Bold’.”

Vivienne Westwood attended the event as a special guest for her contribution to the fashion industry and the punk movement. She talked about what it means to be bold today and encouraged visitors to push the boundaries of fashion.