Zalando, the new owners of Bread & Butter, have revealed that the first edition of the show under their ownership will take place this September at Arena Berlin.
Bread & Butter by Zalando, a direct-to-consumer event, will take place on September 2-4.
During the three-day event, Bread & Butter will host interactive fashion shows, concerts and a conference where experts will discuss the digital future of fashion.
The theme of the event is “Bread & Butter Now”. All experiences will be shareable straight away, and most products will instantly be shoppable.
Zalando, which saved Bread & Butter from insolvency in June last year, did plan to host the event at the site of the now-defunct Tempelhof Airport this month, but shelved its plans because the government wanted to be able to house refugees at the venue.
David Schneider, Zalando founder and member of management board, said: ”We deeply believe in the future of Berlin as a fashion location. With this strong and consumer-facing event, we created something new and inspiring for Berlin and the fashion industry.
”We put our customers and brands in interaction by making it possible for everyone to participate at Bread & Butter – online and offline – and experience the best of fashion in the digital age.”
Arena Berlin is also the venue for Berlin trade show Seek.