Last week I had the pleasure to visit the ‘Bread&Butter;’ fashion show in Berlin. The show moved to Barcelona but this summer it came back to Berlin and chose a fantastic location—the airport Berlin Tempelhof, which is well known for its role after the second World War during the blockade of Berlin and no longer used as an airport.
Between aircraft, conveyor belts, and museums, some of the most interesting brands of our time showed up with phenomenal booths and PR stunts at Berlin Tempelhof.
Justin Timberlake presented his collection at Bread&Butter;, and Christian Audigier signed a tattooed Ed Hardy Ferrari (I saw him cruising around with another white Ferrari on a former runway).
Key Themes Behind This Trend
- Airport Fashion
- Opportunity for fashion brands to showcase their collections in unique airport locations, attracting attention and creating memorable experiences for consumers.
- Event-based Fashion Shows
- Fashion shows in non-traditional venues like airports create excitement and offer new opportunities for brand visibility and engagement.
- Collaboration Between Fashion and Celebrities
- Celebrities partnering with fashion brands, such as Justin Timberlake and Ed Hardy, create buzz and increase brand appeal.
Where This Applies
- Fashion
- Fashion brands can benefit from exploring unique venue options and collaborations with celebrities to enhance their brand presence.
- Event Planning
- Event planners can explore non-traditional venues, like airports, for fashion shows and other events to create novel experiences and attract attendees.
- Luxury Automotive
- Luxury car brands can collaborate with fashion designers and celebrities to create unique and limited edition collaborations, increasing brand desirability.
