Bread & Butter by Zalando gave a spectacular preview of its second festival of style and culture, talking about the concept of ‘BOLD’ and the latest in fashion and music. Moderator for the evening Jefferson Hack invited Zalando’s Carsten Hendrich, VP Brand Marketing, to the stage first, to talk about Bread & Butter in general and its motto, ‘BOLD’, for the coming season.
Dame Vivienne Westwood was invited to the preview event for her truly significant place in fashion history, being at the forefront of it all during the Punk era. Westwood, a bold icon herself, discussed what it means for her to be bold and push boundaries while challenging the status quo.
The motto ‘BOLD’, of Bread & Butter 2017 was further explored by a panel from the creative industries including Aitor Throup, Adwoa Aboah, Erika Bowes, Fergus Purcell and MikeQ. Together they discussed how to be bold and disrupt, what bold means in a global sense, for example the current trend of logo T-shirts, and if there are gender differences in terms of what being bold means.
Following the panel conversation, guests moved into the garden to celebrate the Bread & Butter by Zalando kick off, taking place from 1st – 3rd September 2017 at Arena Berlin. The evening concluded with an after party featuring futuristic light projections, an interactive mirror installation and an artistic real-time face projection mapping photo booth.
At the preview event Carsten Hendrich, VP Brand Marketing Zalando, said: “The current global Zeitgeist calls for a new, honest, action-driven response. Therefore this year Bread & Butter is influenced by the motto ‘BOLD’ giving stage to new ideas, fearless opinions and daring looks that stand out from the crowd. Celebrating the various facets that the fashion world has to offer and paying tribute to courage, character and individuality to inspire everyone to go for ‘BOLD’.”
The Bread & Butter by Zalando preview was celebrated until the early hours where over 400 guests joined for a live performance by Abra, bold beats by DJs Zora Jones, Bambii and Why Be. Among the Berlin special guests were Marie Nasemann and Peaches.