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BREAD&&BUTTER BY ZALANDO: INSTAGRAM FASHION TALK, JADEN SMITH

PERFORMS GRAND FINALE AFTER ZALANDO SHOW && VOGUING BALL BONANZA

Photo credit: G-Star RAW ON A SOLD-OUT SATURDAY BREAD&&BUTTER BY ZALANDO – THE POP-UP OF STYLE AND CULTURE (B&&B) KEPT ITS BUZZING VIBE WITH PLAYFUL B&&B POP-UPS BY MORE THAN 40 INTERNATIONAL BRANDS – SUCH AS CARHARTT WIP, CONVERSE, PUMA AND THE NORTH FACE. B&&B SHOW POP-UPS WERE LED BY HUGO AND ZALANDO. ON THE B&&B CARPET BEFORE THE ZALANDO SHOW: INTERNATIONAL TALENTS SUCH AS JADEN SMITH, KITTY CA$H, EMILY OBERG AND UGLYWORLDWIDE PLUS GERMAN VIPS INCLUDING INSTAGRAM STAR CARO DAUR, MODEL BONNIE STRANGE, ARTIST NOAH BECKER, MODEL ELIAS BECKER AND GERMANY’S NEXT TOPMODEL WINNER TONI LOBA. B&&B TALKS WERE HELD BY ADIDAS ORIGINALS WITH DANISH SINGER-SONWRITER MØ, AND G-STAR RAW WITH US-SUPERSTAR JADEN SMITH, WHO ALSO PERFORMED AS A CLOSING ACT RIGHT AFTER THE ZALANDO SHOW POP-UP. BREAD&&BUTTER PRESENTED A TALK ON HOW INSTAGRAM CHANGED THE FASHION INDUSTRY, TOGETHER WITH UGLYWORLDWIDE, GULLY GUY LEO AND EMILY OBERG. THE B&&B MUSIC LINE-UP INCLUDED TALENTS SUCH AS IAMDDB AT THE MERCEDES-BENZ BRAND POP-UP, SLOWTHAI AND STEFFLON DON.

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ALWAYS ON: COINCIDING WITH ITS OFFLINE EVENT, BREAD&&BUTTER LAUNCHED A NEW B&&B SHOPPING HUB ON ZALANDO – BREADANDBUTTER.COM OFFERS SELECTED STREETWEAR AND EXCLUSIVE DROPS. BERLIN, 1 SEPTEMBER 2018 // Bread&&Butter by Zalando – The Pop-Up of Style and Culture (B&&B) is in full swing with fresh product drops, the hottest rising musicians, cultural heroes and enlightening conversations. Here is a summary of today’s busy Saturday: B&&B BRAND POP-UPS | Carhartt WIP teams up with London’s NTS Radio to broadcast live from B&&B, with a slew of local and international talents – including Kutmah, Sega Bodega, AJ Tracy and more. Also on offer: exclusive Carhartt WIP x NTS products and the pre-release drop of the forthcoming Carhartt WIP x Trojan Records capsule collection. Converse introduces the TRIPLE WHITE ONE STAR at their “One Star Salon” – a beauty parlor Pop-Up with a special treatment menu by ISLA BERLIN and a sneaker customization bar. At the Puma Pop-Up visitors can shop the exclusive Polaroid RS-0 and Roland RS-0 collabs and experience the PUMA AV-Club with Lucas Gutierrez – an audiovisual artist combining 3D video manipulations with sounds that pass through experimental techno, glitch, bass and broken-beat. For the first time ever, The North Face is present at B&&B, dropping their exclusive Nuptse jacket at the event. Staying true to the brand’s outdoor vibes, visitors have to conquer North Face's climbing wall, in order to cop their very own Nuptse. B&&B SHOW POP-UPS | HUGO kicked off the Show Pop-Ups together with BÄM! Äcademy. The marching band wore HUGO's Reversed logo design during their performance. Taking the experience to the next level, visitors were able to personalize their HUGO t-shirt in Reversed style. Against an urban fence backdrop, Zalando took over the Eastside space with a blackout of the main hall and a street style cast in tableaux vivant format. The diverse selection of models wore AW18 streetwear styles and walked outside following an electric music mobile. The Zalando AW18 Fashion Show Pop-Up made its way towards the B&&B Stage, where all came together in a grand finale with an unexpected and highly anticipated music performance by Jaden Smith. The sought-after 20-year-old got the crowd moving to songs such as “Ghost“, “Watch Me“ and “Batman“. B&&BTALKS | Bread&&Butter presented a talk on how Instagram changed the fashion industry, moderated by Emily Five with cultural and social icons Uglyworldwide, Gully Guy Leo and Emily Oberg. Wana Limar and adidas Originals hosted the talk “Here to Inspire - A Conversation on Confidence, Creativity and Culture" with a crew of female talents: Hypebae’s Nav Gill and Slavka Jancikova, Global Category Director for Women’s Footwear, and Danish singer-songwriter MØ who also performed live at the adidas Originals Pop-Up. G-Star RAW held a discussion on sustainability. Amongst the panelists was creator and artist Jaden Smith, who has been collaborating with G-Star on a sustainable collection that will launch later this year. B&&B MUSIC | On the second day of B&&B, banging sounds by some of the today’s boldest female voices kept the audience busy. 21-year-old Manchester-born singer, rapper and producer IAMDDB took over the Mercedes-Benz Brand Pop-Up, mixing trap, jazz and everything in between. British MC Stefflon Don entered the HUAWEI stage to play an eclectic set. The music artist made inroads by appearing on a track alongside heavyweights Demi Lovato and Lil Yachty. Now, her official debut single “Hurtin’ Me" featuring French Montana is climbing the charts. Bringing his fire from UK straight to Berlin, upcoming rapper slowthai joined B&&B for a special show. The night concluded with a groundbreaking vogue ball with So Extra, who were stomping the runway and turning stunts at their very own after party - featuring performers and judges from all over the world, as well as a sickening DJ set from the legendary Mike Q.

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B&&B TICKETS | Tickets for Bread&&Butter by Zalando are available via breadandbutter.com/tickets. Single day tickets are 15 euros. Group day tickets are 45 euros (buy four/get one free). Single day tickets at the door are 20 euros.

Further information and picture material: corporate.zalando.com/breadandbutter. Further program highlights to be released via breadandbutter.com. Follow @breadandbutter on Instagram and facebook.com/breadandbutter to stay up-to-date. Explore the new B&&B shopping hub on Zalando via breadandbutter.com.

#breadandbutter

NOTES TO EDITORS

ABOUT BREAD&&BUTTER BY ZALANDO

NAME Bread&&Butter by Zalando

ABBREVIATION B&&B

DESCRIPTOR B&&B SHOP Bread&&Butter by Zalando – selected streetwear and exclusive drops (breadandbutter.com)

DESCRIPTOR B&&B EVENT Bread&&Butter by Zalando - The Pop-Up of Style and Culture

WHERE Arena Berlin, Eichenstraße 4, 12435 Berlin and Festsaal Kreuzberg

WHEN 31 August – 2 September 2018

OPEN Friday, Saturday and Sunday

Main Halls, Beach: 1pm – 10pm

Festsaal Kreuzberg: 1pm – 4am

TICKETS breadandbutter.com/tickets, single day tickets online: 15 euro, group day tickets online: 45 euro (buy

four/get one free), single day tickets at the door: 20 euro.

B&&B BRAND POP-UPS AAPE By A Bathing Ape, adidas Originals, Alpha Industries, anello, ASICSTIGER, Carhartt WIP, Cheap

Monday, Clinique, Columbia, Converse, Crosley, Diesel, Fila, G-Star RAW, Herschel Supply Co.,

Komono, Levi's®, MAC Cosmetics, Mads Nørgaard, Maria Black, Mennace, Nike, OBEY Clothing,

Origins, Palladium, Pepe Jeans London, Puma, Reebok, Shan Rahimkhan, studioloesch,

Superconscious, Superga, The North Face, The Ragged Priest, Timberland, BDG Urban Outfitters, Vans,

Weekday, Wrangler, 2nd Day and more

B&&B SHOW POP-UPS HUGO Reversed, BÄM! Äcademy für marching drums, MAC Cosmetics x Voguing, Zalando and surprise

act, 032c and Jérôme Boateng

B&&B MUSIC Friday: BERLIN DISASTER, bk beats, Bonaventure, CRACK Magazine, DJ Gigola, DJ Juba, DJ NA, Evian

Christ, Florentino, Hamza, Ike, Jam City, Jimothy Lacoste, Juliana Huxtable, Just Jam, King Dou Dou,

Live from Earth x Sports Records, Lotto Boyzz, Luciano, LYZZA, Ms. Lauryn Hill, Munroe Bergdorf,

Neana, nightcoregirl, Octavian, Sheck Wes, SHYGIRL, Sophie, Why Be

Saturday: Azamat B., Ballo, Betty, DJ Juba, DJ Milktray, DJ Ouai, DJ Pitch, Don Sinini, Fuego Flavi,

Jaden Smith, KABLAM, Kitty Ca$h, LAVA DOME, Loris, LSDXOXO, MikeQ, Nadus, NOT YOUR

GIRLFRIEND, Paradoxe Club, Quest?onmarc, Stefflon Don, Swan Meat, Total Trax, TRAP OR DIE, So

Extra Vogue Ball

Sunday: 100% HALAL, ACE OF DIAMONDS, AUCO, ceekayin2u, CJJOHNNY, DJ JM, DJ Juba, Fausto

Bahia, FRKTL, Hunni’d Jaws, Imaabs, Isis Salam, J.CLOUD, Kamixlo, Kikelomo, LINNÉA, Mexican Jihad,

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Moneyama, Nafe Smallz, Negroma, Paigey Cakey, panasiagirl, poly maze, Quest?onmarc, Simon Kaiser,

TIFFANY CALVER, Ufo361, Wasted Fates, Yung Hurn

SPONSORS & PARTNERS DHL, evian, HUAWEI, Mercedes-Benz, o2, Visa

PAYMENT ON EVENT products: cashless (all cards possible), food/drinks: cash, cashless (all cards possible)

BREAD&&BUTTER BY ZALANDO CREDITS

INITIATOR: Zalando

VISUAL PARTNER: SUCUK & BRATWURST

ARCHITECTURAL CONCEPT: Kemmler Kemmler

PRODUCTION PARTNER: Gil und Weingärtner GmbH

PRODUCTION B&&B SHOWS: Untitled Project GmbH

CONTACT BREAD&&BUTTER BY ZALANDO

WEB breadandbutter.com

EMAIL breadandbutter@zalando.de

INSTAGRAM instagram.com/breadandbutter

FACEBOOK facebook.com/breadandbutter

ABOUT ZALANDO

Zalando is Europe’s leading online fashion and lifestyle platform for women, men and children. We offer our customers a one-stop, convenient shopping experience with an extensive selection of lifestyle articles including shoes, apparel, accessories and beauty products, with free delivery and returns. Our assortment of almost 2,000 international brands ranges from popular global brands, fast fashion and local brands, and is complemented by our private label products. Our localized offering addresses the distinct preferences of our customers in each of the 17 European markets we serve: Austria, Belgium, Denmark, Finland, France, Germany, Italy, Ireland, Luxembourg, the Netherlands, Norway, Spain, Sweden, Switzerland, Czech Republic, Poland and United Kingdom. Our logistics network with five centrally located fulfillment centers allows us to efficiently serve our customers throughout Europe, supported by warehouses in Northern Italy, France and Sweden with a focus on local customer needs. We believe that our integration of fashion, operations and online technology gives us the capability to deliver a compelling value proposition to both our customers and fashion brand partners. PRESS CONTACT BREAD&&BUTTER BY ZALANDO Sinah Pohlmann / Senior PR und Communications Global sinah-maria.pohlmann@zalando.de Mobile: +49 (0)152-56772390

PRESS CONTACT AGENCY Selina Bauer / BOLD Communication & Marketing GmbH selina.bauer@boldberlin.com T +49 30 2021577 0