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Launched in 2001, Bread & Butter is a fashion and lifestyle event showcasing the latest in fashion, music and food to both industry experts and members of the public. The three day event this year was packed full of brands showcasing their styles via panel talks, brand labs and exhibitions, with the highlight being fashion shows launching new products. Particularly exciting was the opportunity to hear Vivienne Westwood speak on the first day of the event. In addition to the focus on fashion, there was also emphasis on beauty brands.
There were nine food booths serving delicious street food inspired by this year’s theme of “BOLD” – including food from the world’s first Michelin starred street food chef, Chan Hon Meng. The event also showcased the best of international music acts and DJs spread over six stages and three after-show parties.
Jonny and Maksym were able to find time to enjoy the event but were also kept busy working with Zalando. Over the course of the event, there were nine fashion shows presented to audiences of thousands of people. These shows were filmed, and Jonny and Maksym worked to rapidly apply our interactive software to seven of them, meaning that a significant portion of the looks released were shoppable. These interactive runways then went live on the Bread & Butter homepage on Zalando’s website approximately two hours after they finished.
This quick turnaround meant that customers were (and still are) able to shop pieces taking their fancy almost immediately after the show was finished. The shows which Smartzer worked on were for The Kooples, Hugo by Hugo Boss, Selected Femme/Homme, Zalando, G-Star Raw, Topman and Topshop*. This experience is a great example of our capacity to produce shoppable videos on a large scale, and also of our ability to quickly and thoroughly turn traditional video content into interactive, cutting-edge products which monetize existing content.
It was a pleasure to be asked to return to work with Zalando, and to be able to do so within the context of such a vibrant, exciting and international event like Bread & Butter was a great experience.
Thank you to Zalando and all of the brands whose runway shows we worked on!