Friday, April 27, 2012


G-STAR’s appearance in the 26th Bread & Butter winter trade show gave a clear message of the atmosphere—that unconventional brands are more prone to use unconventional branding.

Bread & Butter Berlin the leading international fair for street and urban wear, positions itself as a marketing and communication platform for brands, labels and designers from the areas of denim, sportswear, street fashion and casual dress code. Founded in 2001, it has been held twice a year since—the first being in January and second  in July.

Undoubtedly the G-STAR made its Bread & Butter statement by setting up their intricate and eccentric shop in the interiors of the show. Futuristic installations, Fiction Factory and Sighline were created by the Dutch construction and production teams. Each of the G-STAR’s booths were inspired the by the raw philosophy of the denim brand to show off their 2012 Autumn/Winter collection. 

Both of indoor and outdoor exhibitions were built using raw materials such as unfinished wood and cement, gloss yellow pieces and shiny metal flooring. The team filled the interior with white lighting and converted old motorcycle handlebars into innovative hangers for the clothes while adding a white rhino behind glass. The interior design served as a gallery for G-STAR’s unique collection.

The Bread & Butter trade show in Berlin, took place this passed January at the Berlin Tembelhof airport. It was an ideal place to present this eccentric and very well thought-out fashion show in modern dance form. Have a watch at the abbreviated version (featured above), and have a glimpse of some of the images from the trade show (featured below).

The BBB is also going to unveil a unique presentation of the Spring/ Summer collection 2012 for all cloth market leaders in a three- day International Trade Fair in 4, 5, 6 of July 2012. For more information visit the official site: HERE.

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