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Zalando to host second Bread & Butter in September

Germany-based etailer Zalando will host the second edition of its trend show Bread & Butter in September with brands including Adidas, Alpha Industries, Converse, Lee, Reebok and Vans.

Formerly a trade show that filed for insolvency in 2014, Bread & Butter made its debut under its new owners Zalando in September last year. It is set to return in 2017 from 1-3 September at Arena Berlin, aiming to give trends insights spanning fashion, music and lifestyle under the theme of “Bold”.

Carsten Hendrich, vice-president of marketing, said the last event “connected more than 20,000 people with the fashion and music they love and amplified the content through digital channels beyond Berlin into 15 countries”.

“With our new motto, Bold, we want to take it to the next level,” he said. “Our aim is to celebrate the various facets that the fashion world has to offer and use technology and live communication channels to establish this platform across all fashionistas in Europe.”

Read more about the first edition here.

Bread & Butter was founded in 2001 by entrepreneur Karl-Heinz Muller. It was originally created as a bi-annual ready-to-wear fashion trade event in Cologne to coincide with Berlin Fashion Week. Over the years it relocated to Berlin, Barcelona, then back to Berlin. The final edition of Bread & Butter as a trade event was held in July 2015. 


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