Bread&Butter by Zalando launched with a new venue, a new concept, and a young, international and fresh crowd.

NOW was the theme of the premiere event with the boundaries of fashion and music pouring together. For the first time, B&&B changed their focus from a B2B platform to B2C – a trade show for all – putting the customer front and centre. The doors were open for everyone, not only fashion players, buyers and press. One day tickets could be bought and they also got you access to all the live performances and DJ sets. Visitors could discover a variety of brands, interact and live the brand experience up close and win awesome products and afterwards just chill on the beach.


Lights, camera, action – the show stage being set up for the next show…


The Fashion Africa Now crew at Bread&Butter 2016


Arena Berlin was the hotspot venue for B&&B from 2nd – 4th of September 2016. The new wave of B&&B was dynamic, more than 20 international brands participated. Brands like HUGO by HUGO BOSS, Nike, Puma, Marina Hörmanseder, Tommy Hilfiger, Reebok Classics… Topmodel Gigi Hadid was in attendance to promote her fashion line with Tommy Hilfiger, and she had the young crowd freaking out. Adidas presented their new initiative – futurecraft and the stunning Nikeata Thompson did her thing for a dance performance segment of the Puma show.










It was all about NOW. In the fashion industry, discussions are often about the future. At B&&B the focus was SEE NOW and BUY NOW. All the collections on display could be ordered straight away – you just had to scan the QR codes in and with a few clicks the item was yours. The customer got a totally different shopping experience. Lots of the brands maximised on the CUSTOMISING trend – with many offering free products and customising workshops. Beside that customers were able to get their hair and makeup done, or get their nails painted by experts for free.


Fashion Africa Now + Reebok Classics = #NeverNotClassic


One of the highlights was A$AP Rocky rocking the opening day – the prolific US rapper is a sought after man these days! A range of DJs and musical talents provided cool beats throughout the event – thanks to B&&B partnering with Boiler Room out of the UK – “the world’s leading underground music station” – famous for their streaming content – The last night was rounded out with a with a breath-taking performance from Little Simz and the amazing Angel Haze. WOW – the crowd was shaking! The combination of fashion and music succeeded to perfection.


A$AP Rocky
A$AP Rocky – © Bread&Butter/Zalando


Angel Haze
Angel Haze – © Bread&Butter/Zalando


Me with Angel Haze after her performance


Fans of gourmet were also catered for: food was available from Dandy Diner, MoggSunny Burrito and many more. Sandwiches, pulled pork and of course vegan dishes. Our favourite drink was the South African Ice Tea, BOS. We are happy for one of our sponsors that they were part of the first edition of B&&B.

We were also pleased to get the chance to connect with South African DJane DJ Doowap



DJ Doowap – © Bread&Butter/Zalando


We wish the B&&B team all the best for the future and we can not wait for next one! Keep on, we’ll be back! Check our Instagram for more photos and some videos of the shows.