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Bread&&Butter 2018 Preview Pop-Up

Tonight Zalando gave an exciting preview of the third BREAD&&BUTTER (B&&B) edition. The Pop-Up of Style and Culture is a curated mix of the next in fashion and music and a ‘see now, buy now’ weekend with more than 40 brands happening from 31st August - 2nd September at Arena Berlin.

During the preview event, Carsten Hendrich (VP Creative Lab Zalando) and Jolanda Smit (Head of Group Brand Relations Marketing Zalando) revealed the participating brands and B&&B highlights. Also the new Bread&&Butter 2018 ‘Pop-Up’ concept was introduced, which gives direct access to sought after exclusive products, limited editions and easy shoppability. Furthermore, the new Bread&&Butter shopping hub was announced to launch at the end of August on Zalando, accessible via breadandbutter.com.

After the introductory words, a panel talk on the subject of ‘What’s Next’ in style and culture took place. The panel consisted of a squad of creative mavericks including Jazzelle Zanaughtti aka Uglyworldwide, Elias Riadi from PAQ, hip hop artist Kodie Shane and Marc Goehring from 032c. The discussion touched on topics such as upcoming trends in fashion and music and how taste and expression are fueled through social media.
Tonight Zalando gave an exciting preview of the third BREAD&&BUTTER (B&&B) edition. The Pop-Up of Style and Culture is a curated mix of the next in fashion and music and a ‘see now, buy now’ weekend with more than 40 brands happening from 31st August - 2nd September at Arena Berlin.

During the preview event, Carsten Hendrich (VP Creative Lab Zalando) and Jolanda Smit (Head of Group Brand Relations Marketing Zalando) revealed the participating brands and B&&B highlights. Also the new Bread&&Butter 2018 ‘Pop-Up’ concept was introduced, which gives direct access to sought after exclusive products, limited editions and easy shoppability. Furthermore, the new Bread&&Butter shopping hub was announced to launch at the end of August on Zalando, accessible via breadandbutter.com.

After the introductory words, a panel talk on the subject of ‘What’s Next’ in style and culture took place. The panel consisted of a squad of creative mavericks including Jazzelle Zanaughtti aka Uglyworldwide, Elias Riadi from PAQ, hip hop artist Kodie Shane and Marc Goehring from 032c. The discussion touched on topics such as upcoming trends in fashion and music and how taste and expression are fueled through social media.

Jolanda Smit, Marc Goehring, Jazzelle Zanaughtti, Kodie Shane, Elias Riadi attend the Bread & Butter by Zalando 2018 - Preview Event

BREAD&&BUTTER BY ZALANDO CELEBRATES THE NEXT IN STYLE AND CULTURE DURING POP-UP PREVIEW EVENT IN BERLIN

Inspired by this year’s Bread&&Butter concept, the event space in Berlin-Kreuzberg was transformed into a busy pop-up market with stalls by B&&B participating brands such as adidas Originals, Carhartt WIP, Columbia, Levi’s®, Pepe Jeans London, Reebok, Vans, Weekday, Wrangler and more. In the MAC Cosmetics area people learned all the latest makeup tips & tricks, think of that intense blue winged eyeliner or that bold Russian red lip. Guests also got to try out their favorite FIX+ in Coconut, Rose or Lavender fragrance from the fridge.

The DJ-sets by Juba and Leonce brought compelling sounds to the preview event and gave a taste of what is yet to come during Bread&&Butter 2018. Rapper Kodie Shane performed live on stage and made the crowd of more than 600 people - among them Toni Loba (GNTM winner 2018) and Jasna Fritzi Bauer (German Actress) - dance until the event closed at midnight.

Bread&&Butter tickets are available now via breadandbutter.com/tickets. Further information will follow via breadandbutter.com and corporate.zalando.com/breadandbutter or @breadandbutter on Instagram and facebook.com/breadandbutter.

Photo by Isa Foltin/Getty Images for Zalando

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