What: Breuninger’s Spring/Summer 2026 campaign blends fashion with culinary arts, featuring personalities from haute cuisine to create a multisensory brand experience.

Why it is important: Breuninger’s approach demonstrates the effectiveness of localised, multisensory campaigns in strengthening regional market presence.

Breuninger’s Spring/Summer 2026 campaign, “A Matter of Taste,” marks a new chapter in experiential luxury retail by seamlessly integrating fashion with the culinary arts. By collaborating with celebrated chefs, food designers, and influencers, Breuninger creates a campaign that transcends traditional fashion marketing, offering customers a multisensory journey that connects personal style with the world of haute cuisine. This approach not only elevates the brand’s narrative but also fosters authentic engagement, as personalities share their unique perspectives on taste and aesthetics. The campaign’s holistic 360-degree rollout—spanning digital, print, out-of-home, and in-store activations across Germany, Austria, and Switzerland—demonstrates Breuninger’s commitment to regional relevance and omnichannel innovation. Exclusive events, such as the Culinary Campaign Event in Munich, further reinforce the brand’s position as a curator of culture and lifestyle. By expanding the customer experience beyond fashion, Breuninger sets a benchmark for operational creativity and digital transformation in the luxury retail sector.

IADS Notes: Breuninger’s “A Matter of Taste” campaign and its experiential marketing strategy are detailed in Fashion United (March 2026, “A Matter of Taste: Breuninger combines fashion with culinary delights”), N-News.de (March 2026, “Breuninger’s 145th anniversary: VOGUE turns the Stuttgart store into a fashion stage”), Monocle (September 2025, “Breuninger partnered with Monocle for an event in Zürich”), and Lokal Büro (August 2025, “Breuninger set fashion and literature event in Düsseldorf”). These sources highlight the brand’s innovative blend of fashion, culture, and regional activation as central to its evolving retail model.

'A Matter of Taste': Breuninger combines fashion with culinary delights