Daily Front Row

2009 April 2

Germany’s Bread and Butter

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(NEW YORK) Bread and Butter, the major industry tradeshow that originated in Germany but has taken place in Barcelona for the last several seasons, will be returning to its hometown this summer. The tradeshow will coincide with Mercedes-Benz Spring 2010 Fashion Week Berlin in July, bringing an expected 80,000 buyers to the fashion capital—in addition to the 18,000 Fashion Week show-goers, making Berlin a true destination for European fashion. With the support of IMG Fashion, designers like Joop!, Bernhard Willhelm, Boss Black, and Felder-Felder showed their collections at Mercedes-Benz Fashion Week Berlin last season, and though the final list of participating designers for Spring 2010 has not been confirmed yet, organizers are hoping that these and more talented designers will return in July for the amped-up week.

"It’s an exciting thing," said Zach Eichman, director of communications for IMG Fashion, from Berlin. "Everyone’s known for a long time that Berlin’s an exciting city with a great creative energy and excitement. It’s a nice moment for Berlin, but it’s really a signal that it’s continuing to grow. It’s the beginning." In addition to Bread and Butter, five additional trade shows will take place in Berlin between the July 1 through July 4, 2009, dates of Mercedes-Benz Fashion Week Berlin: PREMIUM, Project Gallery, Showroom Mile, 5 Elements, and Spirit of Fashion.