Bread & Butter publishes online magazine
Following the lead of high-profile figures in the fashion industry, Bread & Butter has decided to stand out with a provocative editorial presence. Today the fair launched its new website with two sections. The first links to the trade show itself, with detailed information for brands, visitors and journalists. The second is a full-fledged online magazine.
While the old site already offered editorial content, this time the approach is all-out. Each season, B&B offers an excellent, in-depth magazine in print. For this round, it has acquired a muscle-popping webzine.
The online publication communicates both information supplied by the brands exhibiting at the show, but it also shows its editorial ambitions through elaborate interactive graphics and an interesting edit of photography.
Along these lines, the BBB-mag presents portraits of designers and industry personalities but also features background articles on the exhibition team’s trip to Tokyo, a love letter to Berlin and a peek at the happiest city in America.
With this bleeding-edge content, both cultural and industry-related, BBB magazine clearly intends to animate and connect the Bread & Butter “community” throughout the year.
There are also many links between the magazine and the trade show websites, especially in the BBB.TV section. Could it be a tool to entice brands and visitors to come (back) to the show?
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