Zalando Brings Fashion and Music Together with a New Berlin Festival
RAYE will headline the inaugural Access All Areas in April 2027, building on Zalando’s ties to its home city and the legacy of Bread&Butter.
Fashion and music have long shared an audience, with personal style shaped as much by the stage as the runway. Zalando will bring that relationship into focus with Access All Areas (AAA), a new festival arriving in Berlin on 24 – 25 April 2027.
Taking place across Station Berlin and Tempodrom, the inaugural edition will be headlined by British singer-songwriter RAYE. The programme will span live performances, fashion, beauty and sport, with further artists to be announced in the coming months.
For Zalando, the festival builds on an established involvement in the meeting of fashion and culture. Its predecessor, Bread&Butter by Zalando, brought brands and audiences together through a public event format. AAA carries that approach forward, combining performances with creative experiences and exclusive product launches in the city where the company was founded in 2008.
“AAA is our love letter to Berlin, the city that shaped Zalando and the city where our story began,” says James Rothwell, Zalando’s SVP of Marketing.
The festival is expected to welcome up to 40,000 visitors. Fourteen partner brands will take part, with headline partners adidas, Calvin Klein and Nike joined by names including Dr. Martens, lululemon, New Balance and Vans. Beauty of Joseon, Kérastase and MAC will extend the programme into beauty.
Beyond the venues, livestreams, content and exclusive drops will allow audiences across Europe to follow through Zalando’s app. The approach connects the physical gathering in Berlin with the platform’s wider audience, making the festival part of its shopping experience.
Tickets will be free for members of Zalando Plus, the company’s complimentary loyalty programme, in markets where it is available. Access opens in January 2027, with further programme details to follow.
