A rendering of the upcoming Bread&Butter by Zalando

BERLINZalando lifted the veil on its first edition of Bread&Butter, scheduled for Sept. 2-4 at Arena Berlin.

The Berlin-based e-tailer bought the former trade fair last year and is turning it into business-to-consumer event.

“We moved away from the concept of a trade show and call it a trend show, which leaves room for interpretation. We give brands the freedom to show what they think is relevant for the season – and that could be a product, the brand history or an engagement tool,” said Carsten Hendrich, vice president of brand marketing at Zalando.

The new-look Bread & Butter is feature 25 international fashion brands including Adidas, Converse and Levi’s, as well as exclusive collections with Marina Hoermanseder x Hello Kitty, Marni, Tommy Hilfiger’s Tommy x Gigi in collaboration with Gigi Hadid, and the in-house brand Zlabels. Events will be held on a main stage and separate brand stages with brands like Hugo, Topshop, and Zalando holding fashion shows. Besides the fashion, music platform Boiler Room is to curate a selection of upcoming music acts and a soundtrack for the new Bread&Butter. Tickets will be available to consumers from July 13 on Bread&Butter’s Web site.

“Everyone has to face the reality that consumers are more empowered nowadays. They have access to everything in real time and the industry needs to adapt to that,” said Hendrich.

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