As I have mentioned previously, the purpose of last week’s trip to Bread & Butter Berlin was to visit the incredible Havaianas Always Summer stand in honour of their 50th birthday!
For this very important anniversary, the team at Havaianas took it upon themselves to build an amazing Brazilian beach scene to cater to buyers and press alike. No better place for a birthday party than the most important trade fair in Europe, right?
Like the other brands at Bread & Butter, the focal point of the Havaianas stand was a presentation of their 2013 collection. Full of brand-synonymous colour, there are some interesting new features coming to Havaianas products, as well as a brand extension – but I can’t say too much at this point!
Aside from the upcoming collection, the “beach hut” also served as a visual walk-through of Havaianas flagship products and brand history. I learned that while the traditional shoe was produced in 1962, the arrival of the iconic coloured top only came about in 1994, and the only real structural change to the Havaianas sandal was in 2006, when they began to offer a more slim, feminine option in addition to the standard sandal.
Surrounding the beach hut, Havaianas were also offering birthday cake, feet painting, and “Make Your Own Havaianas” stations which were going down a storm. In fact, a huge majority of the tweets that were being hash-tagged to #bbberlin were talking about the custom Havaianas stations and special 50th anniversary pin that came with it! It was a fabulous accomplishment and – as I tweeted – definitely the best trade show set-up I’ve seen.
As you may have seen from my incessant tweeting, I recently returned from one of the hautest trade shows this side of the Atlantic: Bread and Butter Berlin.
I have been to a few trade shows before, but this one trumped the others on size alone. Bread and Butter – I have to Google why it’s called that – takes over Berlin’s Airport Tempelhof. From baggage carousels to passport control to the runways themselves, international brands set up stalls to impress womenswear and menswear buyers from around the world. And impress they did. I can only imagine the orders that these brands manage to win in just a few days. (Millions? Yes, millions.)
As well as hanging out at Havaianas‘ amazing beach stall (the purpose of my trip – but more on that later!), I browsed hundreds of Spring/Summer 2013 delights. Some of my favourite set ups included George, Gina & Lucy’s pills (candy)/neon signs (below)/lip tattoos, Karl Lagerfeld’s “Lagerfeld” collection (come on, it’s Uncle Karl), Desigual’s printed skirts (and – ahem – Veuve Clicquot cocktails), Black Widow’s jackets (I could wear everything – impeccable), Supertrash (you could build a full wardrobe from their collection), Mavi’s denim kitchen (where they were hand-dying), horse dressage (I kid you not) at Polo Team, and more.
There was a LOT to be seen and I had the most wonderful time.
About half my designs are controlled fantasy, 15 percent are total madness, and the rest are bread-and-butter designs.
– Manolo Blahnik
Another Friday, another designer ad re-imagined for Fashion Spot! This week, the ad alteration goes to Hermès (p: air-mezz). Simply put? When accessories are your bread and butter, make sure they stand out. Nothing beats the class of their high fashion French luxury.