Fashion Week Amsterdam brings fashion to the city

From Friday,  the 1st of July through Monday, the 11th of July it is all about fashion in Amsterdam as the 25th edition of Mercedes-Benz Fashion Week Amsterdam is scheduled.

The upcoming summer edition is the silver anniversary of the Amsterdam Fashion Week. The first six days of Mercedes-Benz Fashion Week Amsterdam will start with the OFF SCHEDULE program that brings fashion to the heart of the city to connect with the general public.

OFF SCHEDULE 
The program starts in The Loft Tower of Amsterdam with Mercedes-Benz Fashion Week Amsterdam Dynamic Store. The Dynamic Store is a unique pop-up store where different designers present their collections, so high-end fashion is accessible to everyone. Furthermore, the dynamic program consists of fashion installations, interactive experiences, and other informational activities. Dynamic store reflects the new vision of Mercedes-Benz Fashion Week Amsterdam, a connection between the Catwalk Program and OFF SCHEDULE program.

Mercedes-Benz Fashion Week Amsterdam Dynamic Store will kick off on Friday, July 1st with an interactive presentation of designer Olaf Hussein. Valerio Zeno will leading a panel discussion, in which Olaf talks about the challenges of doing business in the fashion industry.
ALEXANDRA FRIDA also presents her latest collection BEATRICE, which is for sale afterwards.

Olaf Hussein @ Fashion Week Amsterdam - photo courtesy of FashionWeek Nederland

On Saturday, Judith van Vliet presents her latest collection Raw Materials during Mercedes-Benz Fashion Week Amsterdam Dynamic Store. The show tells an inspiring story on the basis of the design and the music is accompanied by singer Marle Thomson.
Saturday evening is about Elvira 't Hart. Elvira combines her passion for drawing with fashion and tells how she makes her sketches to portable designs.

Judith van Vliet during 23rd Amsterdam Fashion Week - photo courtesy of FashionWeek Nederland 

On Sunday starts Mercedes-Benz Fashion Week Amsterdam Dynamic Store with a presentation of the new collection NUTS Aike Buiting. Last September Aike impressed  the jury Kunstbende. with her first collection. Now she presents her new collection of used materials and natural dyes, which is designed under the mentorship of Joris Suk of the MAISON FAUX.

The Dynamic Store is open daily from 14:00 to 20:00 on the 16th floor of the Tower A'DAM in collaboration with the designers Acreati, Afriek by Lisa Konno, Aike Buiting, Alexandra Frida, Alix the Label, Anbasja Whites Antoine Peters, Astrid Elisee, Bound Amsterdam Chris van den Elzen, Elvira 't Hart, Fernanda Fernandes, House of Mulani, Ilke Cop, Judith van Vliet, Lisa Konno, Lhana Marlet, Olaf Hussein SCHUIT, VJR Jewels Winde Rienstra . WOW Amsterdam is represented by Tijme Veldt, Ting Gong and Vita Stasiukynaite.

Inspiring fashion events in the heart of Amsterdam
Besides the Mercedes-Benz Fashion Week Amsterdam Dynamic Store three other events will take place in Amsterdam. On Monday, the 4th of July there is a special collaboration between Mercedes-Benz Fashion Week Amsterdam OFF SCHEDULE and Foam photography museum. Here David Laport shows his collection with in the background the exhibition of Helmut Newton.

The Hoxton Hotel Amsterdam welcomes on Tuesday, the 5th of July Lola + Lou on record. Lola + Lou invites its guests to experience their brand identity by means of photography, film and illustration. The evening promises a relaxed meeting with founder Malou van den Broek while sipping a glass of Prosecco.

Esther Haamke explores the connections and differences between fashion and other art forms. On Wednesday, the 6th of July Esther presents her collection "Enter Subtropia", inspired by the Japanese Shirushi Banten clothing and coral in the underwater world.
Along with a performance by Kiri Mioqi and video artist Eefje Vaghi Esther transforms her show into a subtropical experience.

Esther Haamke @ 24th Amsterdam Fashion Week