Behind the scenes at Bread and Butter


Since joining Sarenza in December last year, our International Buyer Anna Bryant has been a busy lady. Having flown all over the world to view the latest shoe collections; she has also brought in a number of fashionable UK brands such as French Connection, Feud and Carvela. I caught her straight after her time at Bread and Butter; one of the world’s coolest fashion events of the year, to get all the inside scoop!

Me: What is Bread And Butter?

Anna: Bread and Butter is one of the biggest and most important international trade shows of the year. It covers clothing, footwear and accessories. It was showcasing all of the brand new collections from Spring/Summer 2012. This year was particularly special as it was the 10 year anniversary. It was held in Berlin at the historic Berlin-Tempelhof Airport.

Berlin-Tempelhof Airport: The location for Bread and Butter

Berlin-Tempelhof Airport: The location for Bread and Butter

Why is it such an important event in the fashion calendar?

Bread and Butter is always an important show, because it is the first fashion trade show of the year. It’s an opportunity to see where all the big name brands from all over the world are going to be taking their trends into the new season. Bread and Butter is a fantastic place for negotiations as all of the EU directors from each of the brands are there.

A view to the show

A view to the show

How many brands were there?

There were around 600 brands there, from high end to designer labels to all the Sarenza favourites like Havaianas and El Naturalista, who kindly drove us to and from the show. I even got to meet Avril Lavigne! She was launching her own fashion line – she was so nice.

Anna and Avril Lavigne!

Anna and Avril Lavigne!

Who normally attends Bread and Butter?

Buyers, like us, and press representatives normally. You usually have to be invited especially, but there were some tickets on the door.

The El Naturalista stand

The El Naturalista stand

Who are the new brands to watch for Spring Summer 2012?

Berlin is the fashion capital for street wear, so it was really cool to see some of the more urban brands. BOXFRESH is definitely one to watch. They started at Sarenza this season and have been doing the festival circuit this year too. They have a really cool collection coming out next year. I’d also recommend Feud shoes, which was another new label to Sarenza this year. They have really cool prints on the shoes, fresh silhouettes and great colours. Also, Firetrap are really making a name for themselves, they had an awesome range of shoes on show and they were using lots of different materials. I would say they are becoming instantly recognisable.

Who were your favourite brands at the exhibition?

I always love seeing Iron Fist, just because their range is always so unique. Next year, Sarenza are going to start selling Iron Fist bags, which I’m really excited about. Emu was another great exhibitor. Their new boots are going to come in a bright range of colours. Their shoes have a natural wicking property, which means in the winter, their shoes are designed to keep you warm and in the summer they keep you cool. As well as boots they also have a nice range of sandals made with sheep skin. They are going to be running a lot of magazine campaigns, which I’m looking forward to seeing.

The Havaianas stand

The Havaianas stand: bright prints and colours!

Which shoe trends are going to be dominating our wardrobes in 2012?

The wedge heel is still going to be the must have summer shoe. Colour and print are also going to be really dominant. This year, it was all about colour and print in the clothing, but next year all the colours and prints are going to go actually be on the shoes, which will accessorize a plainer coloured wardrobe.

Finally, did you do any partying whilst you were there?

The whole Buying team had dinner with one of the director’s of Bensimon whilst we were there. As it was the 10th anniversary there were lots of special celebrations, it was almost like being at a festival. There were bands performing, a silent disco, art exhibitions and a huge cocktail bar. Sadly we were working too hard to fully enjoy the party!

The whole team and the El Naturalista van!

The whole team and the El Naturalista van!

Comments

  1. #1 Justin:

    WOW! What an event! Avril Lavigne was there! Amazing! and thanks to your super informative blog I’ve just discovered a pair of Firetrap shoes I intend to invest in! Will the print on shoes be a male and female trend next year? If not I may be trying it anyway, I have been known to wear my sisters Emu’s on the odd occasion lol, but it’d be nice to know.

  2. #2 Leona:

    Love Firetrap shoes. Love Berlin. Wish i could have been at this show!

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