Bread & Butter Zalando 2016

Bread & Butter 101 – Legion Take – 2016 -Berlin

Our take on the Zalando Bread & Butter 2016 fashion show in Berlin, all you need to know. With your daily dose of Bread & Butter, Legion Magazine style. So crank open a drink, sit back and indulge…

Bread & Butter 2016 Skatepark

Bread & Butter 2016 Skatepark

Brief History

We were lucky enough to get press tickets for the very first show Zalando was taking over for Bread & Butter. The show initially was a trade show for brands and consumers to connect and purchase products in 2003.

But with the digital landscape changing so quickly and giving consumers more control, it lacked that real connection and edge. This resulted in the event being acquired by Zalando in 2015. Moving from Cologne to Berlin, the trade show has moved with times making it fit with the hipster and street culture that has come to Berlin. (We spoke to various German locals and they all love Berlin).

The trade show has broken doors, ripped up the red carpets and even turned its head upon exclusivity of guest lists. For the first time, Europe’s most eye-catching industry event has let anyone and everyone connect with brands. Having first-hand experience we felt very lucky to experience what seems to be the future of fashion and industry events.

But with the digital landscape changing so quickly and giving consumers more control, it lacked that real connection and edge. This resulted in the event being acquired by Zalando in 2015. Moving from Cologne to Berlin, the trade show has moved with times making it fit with the hipster and street culture that has come to Berlin. (We spoke to various German locals and they all love Berlin).

The trade show has broken doors, ripped up the red carpets and even turned its head upon exclusivity of guest lists. For the first time, Europe’s most eye-catching industry event has let anyone and everyone connect with brands. Having first-hand experience we felt very lucky to experience what seems to be the future of fashion and industry events.

Now to the real stuff – Bread & Butter

Bloggers, press and fashion fans flocked to berlin on Friday the 2nd of September. Talk about good tourism for Berlin, the influx of the globe coming to the centre for three days of intense fashion indulge. Serious fashion indulge! But that is what made it so amazing, the depth of different brands from across Europe, celebs and company owners. The culturally diverse range of people, coming across the seas to concentrate in one place.

Everyone had the same passion and determination to indulge and enjoy themselves. Bread & Butter sure did not disappoint. Putting on a range of events, shows, labs, food stalls, Dj’s and performers. We practically lived there for three days, the only thing I regret is not bringing my swimming trunks. Yes, I said it. They had an outside pool floating in the river.

Bread & Butter sure did not disappoint. Putting on a range of events, shows, labs, food stalls, Dj’s and performers. We practically lived there for three days, the only thing I regret is not bringing my swimming trunks. Yes, I said it. They had an outside pool floating in the river.

Selected Bread and Butter Brand Lab

Boiler Room & More… DJ Drop That Beat

The entertainment didn’t stop there, with evening and night time involving the talented DJ’s mixing it up in the Boiler Room. Chilled vibes down by the beach hut with live bands and armchairs, it led onto crazier things by getting wild for the night with A$AP Rocky. Did we mention the press boat had free drinks… oops! And I really thought that boat was rocking, awkward.

The whole weekend felt like a festival, with everyone getting on with each other, meeting Instagram famous people and the locals it was a real good vibe. Anyone can go with tickets coming on sale to the public. If you’re not there next year… you’re missing out on one of the biggest events in Europe. Truth be told, we almost missed it ourselves. Read the day – day diary to find out more.

Thursday – 1st September

I think it’s only appropriate to let people know that I booked the flights the night before the event. Only because I found out we got the press tickets a few hours earlier after convincing the Press manager after an exchange of emails (Thank you again)!

Without little time left, I packed straight after work, trying to cram every outfit possible into the small suitcase. Going to a fashion event, you need some sort of pre-organisation of an outfit, saves for stress later. Without even having a hotel booked, I asked a friend to hop on a flight and join me in Berlin. Only to receive a text a few hours before the scheduled flight that she was game!

Friday – 2nd September

Easy Jet Berlin Airplane Window View

En Route Berlin

Still finishing off with packing you might have guessed it but I had no sleep. Into the car of the early hours of the morning and off to Luton Airport. My first point of call was Pret-a-manger, grabbing porridge and a coffee, I did what anyone else would do at an airport and wait.

Being a frequent traveller, you kinda gloss over the Tax-free products and just worry about finding a seat and food. That’s of course not without looking at the vital sunglasses and trying on 100 pairs. Because of what’s a trip without exploring the sunglasses section of the airport.

Still stressing about a hotel, I pretty much boarded a flight without knowing where I was going sleep that night. Top tip: Air BnB is not for last minute travels as it’s near to impossible to get a response from the owners within hours. However, I managed to find a hotel just in the outer district of the Berlin capital. Worry over!

Berlin Here We Come

Landing in Germany, it was a question of knowing how to commute around the city. Thankfully, the transport office at the airport offers a very good deal. Allowing you a travel card for 4 days giving you unlimited travel on all routes and services, which ended up vital with the night trains & subway.

I met up with my friend who flew to the same airport 4 hours later and we headed to our hotel. Having hardly a wink of sleep we were struck with gorgeous hot weather (I was not prepared). It was so hot that we had to have all the windows open and ended up chilling on the hotel rooftop. Having reached our satisfaction level of tan we finally headed out to Bread & Butter.

This was it, having collected our press passes and we entered the venue. Instantly we were amazed by the scale of the event. The first thing we noticed was a huge coloured skatepark which was covered in fake grass. Talking about edgy, this was the main showpiece and the main stage of the brand labs which surrounded it.

At first, it was impossible to take it all in, but it only was a matter of mins before the first fashion show started. Rushing over to the mainstage we grabbed some good seats and waited. The lights were set and the countdown began… check out Puma’s fashion show here.

Puma Fashion Show 2016 Bread & Butter

Fashion & Food Indulge

Having experienced a pumping and engaging show by Puma, our tummies gave us a call. With an endless amount of food stalls, I decided to go for a Russian style burger with radish, cold meat and sour cabbage. Very European-ish.

We ventured around the brand labs were people could take part in various customisation of products as well as engaging with people working at the brand. G-Star RAW had customised tote bags, Vans featured glittered and painted kicks, Lee had a chance to dance off and show off your moves, with the addition of crazy optics & reflecting glass @ Topshop.

You could walk round all of them for days, and still discover something new the next day. The best part of the day was discovering the press boat. The vintage three stories white boat overlooked the river and the sunset in Berlin. The deck was transformed to a tranquil yet hipster vibe.

Berlin River Bread and Butter 2016

With limited seats at the fashion stage, this meant some of the most popular shows you would have to turn up extra early. Unfortunately, we missed out on being front row of TopShop’s fashion show, but we did end up at the coloured skatepark where they live streamed it instead. Ultimately this kinda led on to us not getting inside for ASAP Rocky’s gig, but we did manage to get in. Find out more how we got in … HERE

Saturday – 3rd September

Saturday was really about indulging into the fashion labs that were present, each brand had an innovative way to engage with the people or make them felt relax and chilled with huge fabric hanging seats like at EASTPAK. Sure need one of those in my front room.

EastPak Customised Painted Bag

Exploring the venue we also took an insight into the theme of the Bread & Butter this year. Zalando went with a theme that could represent the diversity of today’s fashion and underground street culture.

The theme, NOW, celebrated the essential innovation of the hottest trends, emerging products and what truly was in with the industry at Bread & Butter.

Not Another Fashion Event…. Ohh Wait!

Brands used, augmented reality, artificial intelligence, live talks, photo booths, live customisation sessions, creation workshops, personal styling advice… you get the idea. A LOT was on for the show, with the ability for people to get their fingers stuck in. This forward thinking as mentioned before is a truly exclusive experience for people and sure would turn them into consumers.

Check out some of the brand labs we got a chance to indulge straight into:

G-Star – RAW – Rediscovering Denim
Converse – Waterproof Attire – Chuck II Shield Canvas
Adidas – Shaping the Future – Future Craft
Lee – #MoveYourLee
Vans – Glitter up

Sunday – 4th September

The end of the show and what really was a special weekend. The Sunday shows were more of the classic, and traditional chic wear. Going back to old school we had Ivyrevel who set the tone with floral jumpsuits, sky-high boots, and an appreciation to the ‘90s. SET gave us something different with a sleek collection influenced by Jane Birkin. Attitude and rule breakers were indorsed with the collection focusing on punk rock and 60s preppy look. However, anything with Bread & Butter it always had a twist and sure did the finale.

The final show was by Zalando themselves, with their own collection circling the band at centre stage, Singtank. Using live video capturing, the LED backdrop shadowed the models as they walked passed. Lighting up the stage, Zalando’s fashion walk had a uniqueness with a variety of choice. From sportswear to evening wear, the women’s collection focussed on dress’s, causal free flowing skirts and even blazers.

Zalando Fashion Show 2016 Bread & Butter

The whole feel of the show seemed French. That may have been due to the band influence, but ultimately the refreshing punk chic dresses were rebellious giving flavour to the collection. A huge cheer was produced as the last model walked off, and it was an end to the last show.

‘Let’s Party’ – AFTER SHOW PARTY

Zalando Bread & Butter After Party

The after show party featured rappers and artists all night. With Bolier Room taking the centre point, everyone got down with the beats and a beer in a hand or two. Reflecting on the event as a whole, the whole experience was amazing and very different to a usual fashion show. The experience had a whole 360′ degree experience.

Taking full advantage, people could interact with a brand uniquely; customising, running, jumping … The possibilities were endless to discover new possibilities and fashion was at the forefront of everything you did. Truly it was also the people that made it so amazing, everyone was friendly when approached and every turn you could interact with someone new. There was no boundaries. Count us in next year!

Berlin – The Full Experience

Berlin was truly a special place, not only because of the event but culturally. We got to explore some of Berlin, well, as much as possible in three days. Germany holds so much history, but within Berlin as well comes youth and the future. With many coffee shops and stores conversating in English, all night weekend transport and being able to pick up a pizza for €3. You’re in Heaven! The vibe was very modern and what you get in Camden or Shoreditch here in the UK. Definitely will be visiting again soon.