Fashion and Music:
Zalando launches Fashionpalooza in Berlin
Zalando, which is expected to have acquired Bread & Butter by the end of the summer, has been working for several months on a major project that combines music, fashion and entertainment to be organized in September in Berlin’s former airport Tempelhof, which happens to be Bread & Butter’s headquarters.
During the first edition of Lollapalooza Berlin, the German version of the famous Chicago rock and roll festival, the e-retailer, which is one of the event’s most important sponsors alongside Smart, will introduce its Fashionpalooza concept. The world premiere could, meanwhile, eventually be extended to other editions of the festival, which, in addition to Chicago, is held in Brazil, Argentina and Chile. It could also inspire management to reposition Bread & Butter in order to welcome the general public in 2016.
"It’s meant to allow fashion brands to present their universes to festival audiences. It's not a trade show and not a market," the company stated simply in Berlin.
Fashionpalooza will be held in the airport’s Hangar 4. It will mirror a modern city and will present brand identities, lifestyle as well as new brands. The focus will definitely be on urban, street and classic denim.
With the acquisition of Bread & Butter, one cannot help but think back to the concept of opening up to the general public imagined at one time by Karl-Heinz Müller. The founder had also made it a point of honor to organize lively rock concerts for exhibitors and visitors with Airbourne, The Hives, or Nina Hagen. He had discussed about a fashion festival combining music, fashion, of course, new technologies and second-hand clothes.
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