Bread & Butter's new theme: The Rock
28 Jun. 2012
BREAD & BUTTER A JEANS TEMPLE FOR TEMPELHOFThis summer the 12th Bread & Butter takes place from July 4 to 6 and will be held under the main theme “The Rock” at Tempelhof, the former Berlin airport and historical monument. “At the center of the new campaign stands the rock, a symbol of unchangeability and imperturbability that reflects the character strengths and consistency of our fair,” says Karl-Heinz Müller.
The head of the fair also appears unshaken despite the event's core market showing distinct signs of fatigue: big denim suppliers such as Diesel, Levi’s, or Replay are starting to pull out of fashion fairs. Nonetheless, Müller knows the market and remains unruffled. He firmly believes that the market is coming to the fore again and that there will be a new design boom in one or two years’ time – with modern, innovative approaches and brands such as Denham or Nudie. Instead of waiting to see who comes and who goes, Müller would prefer to make his very own statement in the area of denim.
No sooner said than done: In order to get a stronger jeans area to move back to center stage again he and his crew built a Tempel(h)of denim at the coming event and staged the perennial blue fabric in the Denim Base once again. The 3,000 square meter (32,000 square foot) Jeans Palace will be 30 by 120 meters – and extend all the way onto the tarmac. For the construction the fair has modeled itself on Berlin’s new National Gallery: in the style of a temple, steps will lead up to the raised, glassed-in exhibition spaces. Between 30 and 40 innovative brands including Jason Denham, Closed, Mavi Jeans, 7 for all Mankind, Seven, Atelier LaDurance, and AG Adriano Goldschmied will feature their products in the new areas. Designer Scott Morrisson will also be on hand in Berlin with a small pop-up offshoot of his New York-based concept store 3x1. In addition to the new collections, there will be new developments in fabrics and innovative denim manufacturers showcased at BBB as well. Women will clearly be behind the new wave of denim, Müller believes – new developments in jeans in the women's area are in the forefront just like the young designers.
Hilfiger Denim at Bread & Butter
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