What went down at Bread & Butter 2016

Back on track with a brand new look and graphics by fervid artist duo Craig & Karl, and Berlin – creatives' new mecca – as a location, Bread & Butter, the fair dedicated to contemporary fashion, could only make sparks for its return on stage.

But what has exactly changed since German company Zalando took over Bread & Butter?

The main innovation of this edition – held at the Arena Berlin from September 2 to 4 – was the fair's complete opening to the public. For the first time, consumers mingled with the eccentric habitual fauna of insiders and had the chance to spot a preview glimpse at the FW16/17 collections of the showcased brands and buy their favourite pieces directly from Zalando's website.

Big news also involved the collections' presentations. Not just traditional catwalks were featured, but also outstanding digital experiences, which well fit the democratic and technological direction fashion seems to be embracing.

This year's theme, not surprisingly, was 'NOW', and the event just couldn't better embody the current mood, among kaleidoscopic installations and a series of live performances organised by Boiler Room.

The international brands which presented their collections were many – most notably Tommy Hilfiger, that unfolded an exclusive, long-awaited collaboration with Gigi Hadid, TommyXGIGI – and the street style inspiration was strong, with runways by brands such as Puma, adidas, Levi’s, Reebok, Converse and Nike. Among the others, also Topshop, Ivyrevel, Hugo Boss and Marni – with a new footwear line in collaboration with Zalando – hit the runway.