You love fashion and parties? In this case the new “Bread & Butter” concept will be exactly what you need! Zalando made a completely new concept out of the fashion fair and it’s going to be open for everyone. They invited me to Berlin for a preview event and I got a sneak peek of how exciting it will be. by zalando-15

The Bread & Butter was bought by Zalando already a while ago, but now there will be a completely new concept. The title for this year’s Bread & Butter is “Now” and that is exactly what they are up too. by by by zalando-23

Zalando opens the fair for the public and it will be a completely new and exciting festival of fashion and music and not just a fair anymore. A big focus will also be on digital transformations – just like my motto: stay online! ;) by zalando-7

There will be lots of brands on display which you can already get in the Zalando shop now, but also a new collab between Marni x Zalando will be introduced – and I’m really looking forward to that one!

And the best thing it will be a shop-able event!!! by by by zalando-9

Responsible for the music and pop-up performances will be “Boiler Room”. The already well known live streaming platform will curate new and upcoming artists. by by by zalando-24

While being part of the preview party I also had the chance to shoot this new outfit I got by Zalando. by zalando-29

There was a very interesting panel discussion about digitalizing fashion & music with TANK Magazine CEO Caroline Issa, Dirk Schoenberger (Creative Director Adidas), Jeremy Tai Abbott (Creative Evangelist Google), Matt Chlebek (Music Curator Boiler Room) and Marina Hoermanseder (Fashion Designer). by zalando-30

Jeremy from Google said something very important: “Relationships are the new king. Content is just the basis.” Very wise words for everyone working as a digital Influencer! And Marina announced that she will create a new collab together with Hello Kitty, which sounds like a lot of fun for the girls ;-) by zalando-28

The visionary duo of “Dandy Diary” were responsible for getting the right level of excitement at the party. With a big bouncy castle including some wrestling action it was serious fun and weirdness at the right amount. They were also responsible for the catering with their new Dandy Diner concept, which is luckily completely vegan. Since you already now I’m a vegetarian since almost birth and now becoming more and more vegan – so I was really happy ;-)

The party location was an old sports center in vintage 70s style, which was really awesome as you can see in the pics! But stay tuned for the location of the upcoming Bread and Butter – it’s going to be amazing as well (think old factory + pool).


  • Featuring brands like Hugo, Marni x Zalando, Topman, Puma, etc…
  • Pop-up performances and live gigs by Boiler Room
  • When: 2nd to 4th of September 2016
  • Location: Arena Berlin, Germany

You can get your ticket starting from the 13th of July on!



My Look from Zalando for the Bread & Butter preview event:

Shades: LPLR eyewear – Edison
Belt: Vintage from my punk times.

Location: SEZ (Sport- und Erholungszentrum) Berlin-Friedrichshain, Germany
Photographer: Lady Venom / Marion Vicenta Payr

In collaboration with Zalando.