Bread & Butter to return to Berlin this September with Zalando

The first edition of the renewed German street-wear trade fair Bread & Butter is set to take place this September 2 to 4 at Arena Berlin, Germany. News of Bread & Butter's comeback was announced by German e-tail giant Zalando, which acquired the then-bankrupt trade fair last June with the aim of transforming it into the ultimate consumer event.

“We deeply believe in the future of Berlin as a fashion location," said David Schneider, Co-Founder of Zalando and Member of the Management Board. "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."

Bread & Butter to return to Berlin with new theme: 'Now'

In order to highlight Bread & Butter new concept and format, which focuses on fashion as well as music and lifestyle areas, Zalando has crafted a new theme around the event known as "Bread & Butter Now." The theme focuses on the experimental nature of the event as well as the additional opportunity offered to consumers to purchase the majority of the items showcased at Bread & Butter directly on site during the three day trade fair.

"With the theme 'Now' we want to create an experience that triggers social interaction and enables people in the digital age to directly interact with their favorite brands," added Carsten Hendrich, Vice President of Brand Marketing at Zalando. "With the theme 'Now' we want to create an experience that triggers social interaction The products and innovations presented at Bread & Butter will reflect the latest trends in digital innovations right NOW. We want to stage fashion in new ways and though make it a great online and offline consumer experience."

The revamped trade fair is set to showcase the latest innovations in fashion, including interactive catwalks shows, concerts and a conference during which industry insiders will discuss the digital future of the fashion industry. In addition, Bread & Butter aims to ensure the shows content will be available to all consumers who attend the trade fair as well as beyond "the physical space of the event."

Tickets for the event are set to go on sale within the next few months, although Zalando has yet to reveal further information concerning the brands showcasing their collections and prices for the event.