Bread and Butter tradeshow

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Karl-Heinz Müller, initiator of B&B, at Berlin Tempelhof Airport, the location of the fashion show from 2009 to 2015.

Bread&&Butter was an annual Berlin-based event and a year-round online shopping hub by Zalando.

Access to pre-launches and rare items, with a particular focus on streetwear and sneakers, is part of Bread&&Butter’s DNA. Brands such as Vans, adidas, Eastpak, Nike, and many more, created unique products specifically for release at Bread&&Butter.

The last Bread&&Butter weekend took place at Arena Berlin from August 31- September 2, 2018, with the tagline, “The Pop-Up of Style and Culture” and a “see now, buy now” concept. The three-day weekend showcased fashion, culture, and music, and attraced around 35,000[1] visitors.

International music artists performed live each evening at the venue, as well as DJ sets scheduled on different stages throughout the day. The weekend drawed influencers and celebrities from around the world to Berlin to take part in various activities as well as in live panel discussions on current cultural topics.

Pop-up fashion shows were a key highlight during the weekend, showing new season collections and limited edition products from a selection of brands. A variety of food stalls were set up across Arena and the surrounding areas, offering popular street food dishes and drinks to guests.


The original “Bread & Butter” tradeshow was founded by German entrepreneur Karl-Heinz Müller together with Christian Geyr and Wolfgang Ahlers and premiered in July 2001 in Cologne-Deutz. It was initially conceived of as a bi-annual fashion industry trade show "for the progressive, contemporary clothing culture". It had a spin-off in Barcelona from 2005 and completely relocated there in 2007. The tradeshow came back to Berlin in the summer of 2009 and relocated to the historical hangars of Tempelhof Airport.

In June 2015, the trade fair was acquired by Berlin-based fashion and tech company Zalando. The e-commerce platform relaunched it in 2016, turning the fashion industry event into a weekend open to the public. It hosts pop-up stands from the brands available on, with the aim to ‘democratize fashion’.

Past music lineups have included various international headliners such as A$AP Rocky, M.I.A and FKA twigs, as well as supporting local DJs from Berlin. Each day of the event culminates in an after-party at the venue.

The 2017 fashion shows included collections from HUGO, Topshop and G-Star, as well as a retrospective show by couture designers Viktor & Rolf. The same year, Vivienne Westwood opened an onsite exhibition dedicated to her work, as well as hosting an inspirational talk on stage at Festsaal.

2017 also saw several panel discussions with a variety of topics. Adwoa Aboah hosted an empowering Girl’s Talk session and Wyclef Jean told his life story during an intimate live discussion[2] [3] [4].

2018 edition focused on fashion accessories, music, and other consumer electronics[5].

After the 2018 event, Zalando announced that they will discontinue the event, because “It doesn’t fit into our long-term strategy”.[6]

List of B&B shows[edit]

Schedule of Bread & Butter shows, their locations and mottos:[7][8]

Date Location Motto
July 13–15, 2001 Cologne
January 31 – February 2, 2002 Cologne
August 01 – 03 2002 Cologne
January 17–19, 2003 Berlin-Spandau
July 18–20, 2003 Berlin-Spandau Berlinlove
January 16–18, 2004 Berlin-Spandau Next Move
July 16–18, 2004 Berlin-Spandau Berlingold
January 21–23, 2005 Berlin-Spandau Selected
July 08-10 2005 Barcelona Eurovision
July 22–24, 2005 Berlin-Spandau Eurovision
January 18–20, 2006 Barcelona Eurovision
January 27–29, 2006 Berlin-Spandau Eurovision
July 05-7 2006 Barcelona COMMUNITY
July 14–16, 2006 Berlin-Spandau COMMUNITY
January 17–19, 2007 Barcelona Active
January 26–27, 2007 Berlin-Spandau Active
July 04–06 2007 Barcelona Fly BBB
January 16–18, 2008 Barcelona King Size
July 02–04 2008 Barcelona New Order
January 21–23, 2009 Barcelona United Nations
July 01–03 2009 Berlin-Tempelhof Berlin, Berlin
January 20–22, 2010 Berlin-Tempelhof The Original
July 07–09 2010 Berlin-Tempelhof Premier League
January 19–21, 2011 Berlin-Tempelhof Absolute
July 06–08 2011 Berlin-Tempelhof Supershow
January 18–20, 2012 Berlin-Tempelhof High Fidelity
July 04–06 2012 Berlin-Tempelhof The Rock
January 15–17, 2013 Berlin-Tempelhof Big Time
July 02-04 2013 Berlin-Tempelhof Connect
January 14–16, 2014 Berlin-Tempelhof Ich bin ein Berliner.
July 08-10 2014 Berlin-Tempelhof Carnaval do Brasil
January 19–21, 2015 Berlin-Tempelhof
July 07-09 2015 Berlin-Tempelhof
September 3-5 2015 Seoul
September 2–4 2016 Arena Berlin NOW
September 1–3 2017 Arena Berlin Bold
August 31 - September 2, 2018 Arena Berlin


  1. ^ Drier, Melissa; Drier, Melissa (2018-11-28). "Zalando Not Going Forward With Bread & Butter in 2019". WWD. Retrieved 2020-05-28.
  2. ^ "Bread&&Butter by Zalando – The Pop-Up of Style and Culture Reveals This Year's Line-Up". High Snobiety. 2018-07-06. Retrieved 2018-08-03.
  3. ^ "*In sync* mit dem Streetwear-Hype: So wird die Bread&&Butter dieses Jahr". 2018-07-02. Retrieved 2018-08-03.
  4. ^ "Zalando setzt bei der Bread & Butter auf Mode zum Mitnehmen". 2018-06-28. Retrieved 2018-08-03.
  5. ^ "BREAD & BUTTER BERLIN 2018". eWorldTrade. Retrieved 27 May 2020.
  6. ^ Drier, Melissa; Drier, Melissa (2018-11-28). "Zalando Not Going Forward With Bread & Butter in 2019". WWD. Retrieved 2020-05-28.
  7. ^ Bread & Butter History Archived October 27, 2014, at the Wayback Machine, including all show posters
  8. ^ "Bread&&Butter 2018 - Bread&&Butter by Zalando, Berlin". Zalando. Archived from the original on 31 July 2018. Retrieved 28 May 2020.

External links[edit]