Bread & Butter 2016 – a trend show for everyone. This is how Zalando was showcasing its first taking over of the well-known fashion fair. There were lots of rumors beforehand plus Superstars like Gigi Hadid and A$AP Rocky announced their appearances at the B&B. But how did it all turn out? And did Zalando held its promise of showing “what is hot in fashion, music and food”?
Bread & Butter 2016 – the Highlights
On Friday, Janine and I made our way to the Arena Treptow, where the Bread & Butter took place. Arriving with high expectations, we were really excited to see what the new concept is about. On my way I already ran into Kenza and her fiancée, as she was presenting her first runway show for her label Ivyrevel at the B&B. Entering the hall, there were several booths and stands from the different exhibitors. I personally liked the “brand labs” from Adidas and Levi’s the most. At Levi’s you could customize your own denim pieces with different patches and embellishments. The label Mint & Berry made it possible to shop directly from their stand. And the price for the most girly stand would have gone to Marina Hoermanseder, who was showing her collaboration with Hello Kitty. Moreover it was decorated with lots of roses from Grace Flowerboxes. So it truly was a (princess) dream turning into reality.
The Fashion Shows & Gigi x Tommy Hilfiger
Only half an hour after we arrived, a cluster of people was building up in front of Tommy Hilfigers stand. And – as we found out later – people were even paid to wait for supermodel Gigi Hadid. Unbelievable, right?! I would have never thought that even supermodels like Gigi would be in need of paying people to wait for her… But anyways, we were eager to see the Topshop Fashion Show at 9pm. Unluckily, the hall was already at 8pm (allegedly) so crowded, that no one could get in anymore. But as I found out just now, there were still lots of places available, so the organization totally failed. Same for the A$AP Rocky performance that evening, which led to chaos beforehand. There were queues everywhere, so that the whole event turned into waiting times instead of experiencing the fair.
After pointing out those disadvantages, I can at least say that the location was really nice. I already knew the Arena Treptow & Badeschiff from previous visits. Plus, we were also really lucky with the weather as it was a sunny and warm evening. Therefore, it was nice to relax and having our dinner at the pool outside. But another minus point were definitely the few places to buy drinks and food. In contrary to the hundreds of people attending the event, the places for getting beverages and food were just not enough.
My resumé – Is the Bread & Butter a trend show for everyone ?
Surely, I was really excited about the Bread & Butter. I already visited the fair in 2013 and really liked it. Of course I knew that this time it would be different, as Zalando announced a totally new concept. But to be honest their motto of “a trend show for everyone” definitely failed. Either they should have continued the “old concept” of only qualified visitors and exhibitors attending the fair. (Which would have been fine as well, as the Bread & Butter was a successful fair in the past.) Or they should have had bigger capacities for making it possible for each and every visitor to attend the events. Because like this, they definitely couldn’t keep their promise. Literally paying an entrance fee of 15 € for being on a “sales event”, where Zalando is basically selling themselves – well, why should we do that again?
In the end, the “new” Bread & Butter disappointed me. The only thing I was really happy about, was meeting new and old friends. Apart from seeing Janine again, I also finally got to meet my girl Aline and visited her at the Reebok stand. And after one year of being separated, I also met my NYC babe Julia.
So what do you think of the new concept ? Did you visit the Bread & Butter and how did you see it?
Wie hat euch denn die Bread & Butter gefallen? Und was sagt ihr zu meiner Review – gibt es vielleicht noch Fragen, die offen geblieben sind und euch interessieren würden?