The festival of Dutch fashion was ten days of exuberant celebrations, many new connections both within and beyond the fashion world were made, and the participating designers and the event itself has undergone tremendous growth.
For five days, established designers such as Spijkers en Spijkers and Tony Cohen showed their latest collections in the splendid setting of the Gashouder.
But also the talents of 'Lichting 2014 supported by V&D' took to the 37 meter long catwalk last week. The elected winner Bastian Visch benefits not only from all the media attention but his collection will also be produced and put on sale. A great start to a promising fashion career.
The catwalk schedule also clearly showed that the designers don’t just accept things as they are. Claes Iversen transformed the catwalk into a long stairway, on which his first pret-a-porter collection literally stood on a pedestal. The performance 'ZERO by Nanine Linning with costumes by Iris van Herpen' combined the worlds of fashion, music and dance in a theatre-worthy performance, which included exposing the visitors to the world’s only 4D sound system.
This edition also saw the first photography made with a drone, gliding above the catwalk.
For five days long, Transformatorhuis was the home of special collections, bold materials and convention-breaking presentations. Here designers such as Olaf Hussein and Mirte van Wijngaarden proved themselves to be worthy debutants in the 'Vodafone First Fashion LAB’. Visitors not only witnessed sustainable innovation on but also above the catwalk: for the first time LED catwalk-lighting was used, a world première!
This summer, as in the previous edition, a limited number of tickets was available for the public to attend the catwalk shows in the Gashouder and the Transformatorhuis.
Additionally, fashion lovers were treated by ‘Zalando presents 10 Days Downtown’ for ten days, to ten fashion events at ten high-profile locations throughout the city. Each time the focus was on fashion in relation to a creative discipline such as photography, dance or art.
In doing so the Mercedes-Benz FashionWeek Amsterdam platform was not only accessible to a wide audience, but fashion designers also had the opportunity to work on their reputation and increase their market. The Mercedes-Benz FashionWeek Roadshow in Amersfoort, Apeldoorn, Arnhem and Nijmegen made an important contribution to this too.
That fashion, in addition to a creative side, also has a business side was clearly visible during Keys to Success, ‘Business Monday’ at the Mercedes-Benz FashionWeek Amsterdam. Together with members of the Fashion in Business Network several guest speakers led by Sanne Groot Koerkamp (Textilia) talked about developments and opportunities in fashion logistics. Together they outlined a vision in which fashion logistics bring the on- and offline retail together, with reduced costs and increasing revenues as a result.
The 22nd edition of the Mercedes-Benz FashionWeek Amsterdam will take place from 16-26 January 2015. Additionally in the coming months FashionWeek Nederland will also organise various activities for fashion professionals and enthusiasts.
Photos courtesy of FWA
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