Around the venue, Brand Labs were in full swing. Luxury brand Marni teamed up with Zalando to give visitors a preview of the top secret collaboration with an augmented reality experience. Guests were guided through the dedicated conceptual space and used tablet screens to inspect virtual versions of the upcoming shoe designs. The high fashion presentations continued with an installation from Hermione Flynn that saw male models scribbling the brand’s name all over each other’s t-shirts.
Google and Zalando’s collaborative “Project Muze” invited visitors to interact with screen displays and create an outfit based on their personal tastes, artistic influences, age, and more.
Over at Nike, singer Lena Meyer-Landrut channelled her inner athlete during a high intensity, group training session. With runners on treadmills facing athletes on mats, each side encouraged the other to push their limits. Channelling our own inner athlete, we watched from the sidelines to cheer everyone on.
The first fashion show of the day was Ivyrevel, who translated their digital vision into real life with sparkling dresses, floral jumpsuits, sky-high boots, and a nod to the ‘90s. Next came SET, with a sleek collection influenced by Jane Birkin, punk rock, and ‘60s prep.
Check back regularly for ongoing recaps of the first Bread & Butter by Zalando. And see you at Arena!