Bread & Butter looking to start anew with 'Modern Urban Lifestyle'

After ensuring the future of its summer edition, Berlin trade fair Bread & Butter set about creating a new concept to help bring a breath of fresh air to the event. Taking place from July 7 to 9, to run "parallel to the other fashion trade shows" at its former location in Berlin-Tempelhof airport, the trade fair format will reflect its new look.

Bread & Butter organizers reassured potential attendees that the costs of the future trade event have been covered, so it will "definitely take place." Insolvency administrator Christian Graf Brockdorff stressed that the event had the additional financial support of a family office to back it if needed: "The whole concept is viable. The business plan is convincing," he said.

For the trade fair's new concept, Bread & Butter aimed to develop a more viable event, which will have a longer shelf life, similar to trade fairs in Barcelona and Berlin in order to regain the trust of former exhibitors and attendees. The event organizers asked themselves what interests individuals in the world's top metropolises, what do they want, what to they wear and how to translate it into a new trade show? Their answer: "Presentations of urban, contemporary brand environments (cluster) in keeping with the respective brand images, mixed with real novelties that inspire and motivate the buyers."

With apparel, accessories and footwear remaining the trade fair's core segments, Bread & Butter will also bring back established brand environments such as Superior Fashion, Denim and Urban Wear, Sport and Streetwear and Fire Department for crafted labels. A new brand environment will also be introduced next summer, named Design and Agents, which will offer fashion agencies and designers ready-made stands, that can be furnished on request and range between 10 to 120 square meters.

Bread & Butter renewed concept, named 'Modern Urban Lifestyle' places much focus on young, innovative and creative labels from not only the fashion industry, but also sports, health and wellbeing, beauty, living, food, mobility and online communication, with sustainability being the main thread to tie it all together. "We will provide free spaces at Tempelhof in the needed extent to young, national and international companies from these fields," said the trade event in a press release. "The aim is to open up business opportunities for upcoming companies, offer networking possibilities for retail and industry, and win investors and sponsors for this."

Online application for young start ups to exhibit at the trade fair opens March 1, and later in May an advisory board will select which young companies will be invited to participate.