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Behind the scenes of Triptiek 2017: the creation of a fashion brand

Last week AMFI’s annual Triptiek event hosted 10 fashion brands created by 250 students in mixed-departments groups. One of these brands is EPNY, a brand that pushes for equality and sustainability. We followed two talented students from EPNY during these two weeks of the project, and got an up-close pick on the creative process through their own experiences.

Article by Roy Doron, 2nd year International Fashion & Branding.

 
Week 1 – Clashing icons research and concept development. Anouk Brouwer and Fiona Matsumoto, second year students Branding and Management, explain together how their group came up with their concept: “We had an interesting clash of present and historical icons as a starting point for the concept. We started from thinking about how the fashion industry is linked to consumerism, and developed a concept upon reaction to human behavior and society norms.

EPNY (image taken from the brand video-shoot).

EPNY (image taken from the brand video-shoot).

How would you conclude your experience within this intensive first week?
Anouk: “During this project the lack of time pushes you. It proved me that I can do more than I thought I could. Also you understand your position in a big group because you naturally take upon different roles. You have the freedom to be a chameleon to obtain different roles because now at Triptiek you suddenly have the option to obtain different roles.
Fiona: “It was a preparation for the future regarding dealing with different departments within the fashion industry. Until now we were focused on aspects that are related only to one department, and now you literally see how different roles look like from mutual daily work. You get to see new student’s way of work which was for me another good preparation for the future.

Anouk and Fiona experimenting with brand shaping and materials.

Anouk and Fiona experimenting with brand shaping and materials.

Week 2 – Designing a 3-piece-collection and developing 2D and 3D brand presentation. During this week part of the group was busy with pitching their concept ideas to their AMFI coaches. Then they finished developing their visual identity; some group members worked on a brand book, some filmed a 30-second brand mood video for the runway and the others started to construct a 3D installation for the event. At the same time the design students from the group were focused on designing and sewing the 3 garments that were later presented in the fashion show.

The designers constructing the EPNY collection, 5 days before the Triptiek show.

The designers constructing the EPNY collection, 5 days before the Triptiek show.

Fiona: “As a manager, this week I focused on business related aspects of the project, like developing financial and investor plans. While touching this subject, I was also in daily touch with our designers and branders, to also take a look on their impressive work, developing our brand identity and garments in a very quick yet professional way.

Behind the scenes of the EPNY team during the second week; working on their 3D installation.

Behind the scenes of the EPNY team during the second week; working on their 3D installation.

How would you now, the day after Triptiek is over, conclude your experience with the whole project?
Anouk: ´´It might sound like a cliché, but I really learned much more than I imagined in this rollercoaster-ride called Triptiek. Not only did I get to know the different way of work of Managers and Designer’s, but I got to know how I react and work within a big group. The evening of the show was incredibly inspirational and fed me lots of energy for the coming semester. All vibes were good and I am proud of what we all accomplished within only two weeks!“

The EPNY models present the brand collection at Triptiek 2017 fashion show.

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The EPNY models present the brand collection at Triptiek 2017 fashion show.

The EPNY models present the brand collection at Triptiek 2017 fashion show.

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Enrolment for the Master Fashion Enterprise Creation is possible until March 31st 2017more info
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