fashion show of last Bread & Butter edition
14 Jan. 2013
Refresh for the Bread & Butter!
“Big Time – for the bold and brave Brands!” The 13th Bread & Butter is launching the winter season with this motto. The strife was considerable after Karl-Heinz Müller’s announcement that the fair's image needed to be fine-tuned, and that as a result he was going to sever relations with many of his earlier exhibitors such as Wrangler, Tom Tailor, Guess or Vans. However, the excitement has died down and the next event, which will take place in the former airport Berlin-Tempelhof from January 15-17, will show how the new concept has been accepted. “It wasn’t a snap decision… I knew that something had to change within the trade fair portfolio, and had to think about the direction in which the fair was to go in the future. Bread & Butter has a clear core statement that must be preserved. Not only trade fairs but also brands ought to make new decisions regularly” says Müller.
Last year the fair director rejected about 120 labels with the strategy of making the brand environment more selective and repositioning the fair. New exhibitors at the fair include Lindbergh, Roeckl or Woolrich Woolen Mills, and brands such as FTC Cashmere, Emu, Gestuz, Oilily, Evisu, Crocs, Napapijri, Levi’s Vintage Clothing, Kuyichi, Dickies, and Royal Republiq. “We have said goodbye to many brands which occupied large areas, and there are not many in the brand landscape which can fill these gaps. Nevertheless, we will not necessarily become smaller. As a result the tightened concept has been accepted well. We have over a hundred new exhibitors – more brands than have departed – including small Japanese brands which are exhibiting at a trade fair for the first time. Such small, high quality brands are particularly important for independent retailers which have to establish their own profile!”
Over 500 designers and labels from the street and urban wear segment are expected for January. As part of its repositioning, the entire layout for the coming season was also revamped, and the exhibition halls reorganized and in some cases renamed. In addition to the segments D.O.C.K. and Upper Street, Treasury, L.O.C.K. and the Fire Department at L.O.C.K., in the Urban Superior Hall, differently from previously, men’s and women’s collections are being mixed for the first time, the previous Fashion Now and Style Society areas will comprise the Urban Fashion Area, and the earlier Denim Base, the centerpiece of the fair, will become Urban Base. Instead of large structures and closed booths, a more open atmosphere and a welcoming feel will be conveyed. Inspired by the New York Meatpacking District with varying building heights, Urban Base is set up in a more accessible way – with large booths at the edge and smaller spaces in the middle. In addition to the opening party on the evening before the fair, among others the newly opened 14 oz. in Haus Cumberland will be celebrating the re-launch of the C.P. Company with designers Alessandro Pungetti and Paul Harvey.
The summer B&B takes place July 2-4, 2013.
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