Bread & Butter will return to Barcelona for January 2015, stay in Berlin in the summer and then run a new edition in Seoul, South Korea in September next year, founder Karl-Heinz Müller has announced.
The moves, most of which were predicted by Drapers this morning, puts Bread & Butter ahead of Pitti Uomo in the fair schedule in January. The Spanish edition will run on January 8-10 at the Fira de Barcelona grounds. The Seoul show will take place for the first time from September 3-5 2015.
Müller revealed the news on Tuesday evening, at the first day of the trade show in Berlin (July 8).
Drapers reported the news earlier today as rumours about the move started to circulate around the show. The announcements were met with cheers, particularly for new choice Seoul, where the trade show has not appeared before.
A memorandum of understanding agreeing the move was signed on May 2 between Bread & Butter and Won Soon Park, the mayor of Seoul.
“Seoul is very young, progressive, hungry, independent, [with] street life and there is real power, plus Seoul wants us,” said Müller. A location has yet to be confirmed for the Seoul show, but the trade show has invited all interested brands to Seoul on September 12 2014 to assess the show’s options. He hinted that further growth was planned for the trade show giant. “Of course we also have to go in yet another direction. The American continent is still waiting for us,” he said.
This season Berlin hosts no fewer than 19 fashion trade events, and Müller is known to resent that most, in his view, have ridden on the back of Bread & Butter’s 13 years of success.
The decision repeats the strategy of 2005-2007, where versions of the fair were held in both Berlin and Barcelona. Founded as an alternative to the staid Inter-Jeans Fair in Cologne in July 2001, Bread & Butter relocated to Berlin in January 2003 and is widely credited with making the German capital a fashion destination.