THE FUSE

When Zalando transformed Bread&&Butter (B&&B) ten years ago, it altered the traditional, gatekept retail playbooks. What once stood out as a closed industry trade show transitioned into a three-day cultural festival. The third edition, which kicked off in 2018, centered around 100 limited-edition drops and garnered 35,000 guests. B&&B showcased how modern fashion can thrive when it sits at the crux of personalization and a celebration of community. Bridging the gap between a physical runway and “See Now, Buy Now” was deeply significant to experiential retail.