spui 23 | amsterdam

byAMFI closes its doors at the end of academic year 17/18.


What initially began as a Statement Store for the AMFI fashion brand iNDiViDUALS 12 years ago, developed along the way into the byAMFI studio where students had gained control over the site and gave shape to ideas and topics that occupied them as fashion students. byAMFI studio acted as a release platform for products that were originated from education or originated from collaborations with fashion professionals and artists.


“A perfect space to experiment, exhibit, organize events and try out new concepts but most of all a space to meet, work together without the “pressure” of the education.”


The byAMFI program was closely linked to the unique location on the Spui 23, in the heart of Amsterdam. As the building is transferred to the UVA, byAMFI studio will stop. We take all the wonderful memories of employees, students, alumni and exciting concept presentations with us and hope for a continuation of this unique program in the near future.


about by amfi

byAMFI is the shop-window of Amsterdam Fashion Institute, in the heart of Amsterdam. It’s run by AMFI students of all three AMFI departments and it offers a unique spot to showcase and sell our own fashion label iNDiViDUALS, which is developed by students. byAMFI is a studio where students can exhibit their work and work together on their projects. There is space to experiment, exhibit, organize events and try out new concepts.

ByAMFI is favorable visited by professionals and fashion lovers from the creative and commercial industry.




Statement Store


Retail Concepts

Rosiane surrounded by her creative team of second year students.

Showcase AMFI Talent 

store concepts archive

Washful Thinking byAMFI Statement Store - Photo by Nina Steinlechner

Washful Thinking

A fresh look at how to treat the ‘stains’ within fashion, as they’ve become a dry story. Most of us seem to know that we need to clean up the industry with all its environmental and ethical issues, yet we often bleach away the problems.

The store is a playful, graphic laundry room which addresses this irony.

The concept inspires a fresh look at the remaining challenges within the world of fashion, as it’ll take more just than one load of dirty laundry to clean up our act.

byAMFI Statement Store - SS16 iNDiViDUALS concept


The spring/summer ’16 collection is available at byAMFI and at Outspoken in Den Bosch.

Inspired by the interplay of rational thoughts and emotional impulses that make our lives more dynamic, the collection is the perfect clash between sporty details and fluent, silky fabrics that together create a fresh and elegant vibe.

Browse through more images from the launch party on byAMFI’s Facebook.

iNDiViDUALS at AMFI - Feeling Like Sunday AW 15/16

Feeling Like Sunday

Chase your expectations and find your own path. Embrace the comfortable nonchalance of a Sunday Morning, feel at ease wearing iNDiViDUALS.

Sensory fabrics, sensitive details and silky silhouettes trigger the touch and immerse the wearer into comfort.

See the full range of looks and unique pieces in the AW15-16 collection.



The Fashion & Editorial Branding minor celebrated the successful launch of the WeAreStuart platform. 23 students created a pop up fashion brand to positively challenge the fashion system by collecting the opinions of disruptors, showcasing promising products and talking about issues facing the fashion industry. Collectors items from WeAreStuart are available at byAMFI.


Waiting Room

The industry of fashion has reached an interstitial state, neither completely adherent to former traditions nor accepting of modern innovations. As we sit and wait in-between the past and the future, we literally created a room for thought. Join us in our reflection and questioning of what’s now, and what’s next. Inspired by Lidewij Edelkoort’s recent manifesto “Fashion is dead!”.

byAMFI Fashion Visual Culture


Visuals are being looked upon as if they were icons. Images have become the symbols of our current era, increasing their influence tremendously. Living in uncertain times, with no idea of what the future holds for us, we need to start believing again. Introducing you to “Faith”, Fashion & Visual Culture x byAMFI invites you to challenge your own perception of believing and to rediscover faith in yourself and in the world through photography and the process from idea to image.

mondaze magazine - AMFI Amsterdam Fashion Institute

mondaze Magazine

This is mondaze. We’re outspoken, clever, off beat and above all things never boring. mondaze explores the five stages of the bored mind, relieving the reader from whichever state they may be in. mondaze is here to embolden you with our striking perspective on fashion. Feeling fazed? Get mondazed!

byAMFI Cutting Blue - April 2014_beeldamfiNL-final small


Localized food trends seem to concern more people nowadays. Why do we all emphasize on eating healthily, but still close our eyes to wearing healthily? The denim industry today is not any different from the fast consuming meat industry; yet still our hunger for fast denim is increasing.

byAMFI welcomes you to Cutting Blue, a local denim butcher. We want to make you aware of where your denim comes from, how it is produced and what ingredients it contains. As denim lovers, we can make the choice to buy healthy denim, creating an understanding that choosing healthy doesn’t only apply to what you eat, but also to what you wear.

Individuals SSBY21-2

SSby21 showroom

S/S14BY21iNDiViDUALS rediscovers the boundaries of individual freedom. Each individual takes his own path. We accept the struggle we face. We try, we fail, we try harder; we grow stronger. In the collection every individual of this generation is accentuated trough special dyeing and painting techniques. We are breaking new ground.

Curio Stories current concept

Curio Stories

Our hunger for inspiration causes us to fill the byAMFI store with infinite treasures; a collection of meaningful objects, snapshots of people’s lives, eccentricities and joyful experiences. Art is mixed with science, old with new, man-made with natural.

byAMFI invites you to our contemporary cabinet of curiosities that is full of remarkable objects we borrowed from dear friends and colleagues. You can purchase items of designers still undiscovered and get inspired by the extraordinary work of Cora Verhoog, Ineke Vijn, and Idiots.


ELEMENT showroom

The current concept of byAMFI focuses on iNDiViDUALS’ latest collection ELEMENT, presented at the Opening night of Amsterdam Fashion Week. Even though it’s a showroom, visitors can see, feel and try on the collection before it will go into production. Quite a unique experience! At the same time samples of last year’s collection DUALS are on sale at byAMFI.

The Incubator

The Incubator

The Incubator concept is about the mysterious and inspiring world of  future fashion; exploring smart fibers and fabrics and the influence of technology on fashion.

First of August

First of August

byAMFI meets the world of First of August (FoA), a blog created by Karlijn Boersma on August 1st, 2010. First of August is raw documentation of artistic life. Karlijn Boersma searches for the true identity of individuals based on their interest and activities.

The archive

The Archive

The Archive presents and sells selected items of iNDiViDUALS clothing from past collections. The brand is a platform for fashion creativity. It features a changing collective of young creatives that contribute their own chapter to a continuing fashion story.


TIGER DRAGON SLAYERS from the Underworld

TIGER DRAGON SLAYERS plays with extreme proportions in materials, silhouettes and prints. The magazine looks beyond the mainstream and highlights all the outstanding fashion, intriguing people and outrageous ideas in the creative industry. TIGER DRAGON SLAYERS are bold, outstanding and ready to pounce.

DUALS Showroom

DUALS showroom

A showroom with the iNDiViDUALS autumn/winter 2012 collection DUALS for retailers and press. In this collection the iNDiViDUALS brand reacts with passion and force to today’s society with a raw street wear collection, full of references to the city and to a nomadic lifestyle.


ANT fashion magazine

ANT fashion magazine celebrates personal passions of creative talents and features the pleasantly obsessed. ANT fashion magazine focuses on the international fashion scene and devotees of independent fashion magazines worldwide. A world of creative talent and their slightly neurotic urge of creating is being examined



iNDiViDUALS opens Fashion Week Downtown, the public programme of the Amsterdam Fashion Week, with the installation ’10×10′, based on ten iconic elements that characterize the brand.

divine madness

Devine Madness

Strong opposites dominate this concept. Each image tells a different story; divine butterflies, raw meat elevated into jewellery, pressed fruit on a tender girl’s face and elegant moss growing out of a pair of trousers. All images are created byAMFI students following the Fashion & Visual Culture programme; exploring the boundaries of fashion photography.



Souvenir brings back to childhood memories. The concept is inspired by Martine Johanna’s art and current illustrations. Symbols and organic shapes, but also fashion and art, the planet, life, love and death, are sources of inspiration to Martine Johanna, also teaching at AMFI.


ODD Magazine

Odd is a personal magazine that focuses on the lives of international fashion professionals. Based on the six degrees of separation theory, the magazine explores six connections between seven people’s lives and styles. These seven key people are the core for a magazine about fashion and photography inspired by personal stories about creative life –  in a little bit of an odd style.

The store


THE STORE W10,40m x L11,25m x H2,96m, four walls, floor and a ceiling, 35m3 filled with oxygen and dreams. THE STORE grasps things people love and puts them together in the net of its concepts. THE STORE thinks in colours that don’t yet exist, and creates forms that don’t limit.



Ever dreamt of running away to the circus? The iNDiViDUALS Spring/Summer 2011 collection is all about capturing the essence of lightness. A sensation of being launched from a cloud-high trapeze. Finding safety in dangerous altitudes, while leaving all inhibitions behind. For a moment everything is possible.



During the first period the sustainable fashion label and non-profit organisation Satara is the main focus of this concept. Satara stimulates underprivileged women in India to become socially and financially independent. The collection of Satara is designed by Design graduates Lotte Biermasz, Sofie Claes and Tuija Mantyla. In the second period the concept evolves into ‘Groeikas’ in which collaborations and sustainability come together. The interior and assortment keep growing constantly.

peek a blue

Peek-A-Blue Peek

A Blue creates an environment in which indigo gives a surreal feeling to the world of an inspired fashion student. A shaped student room with endless incentives and surprises; a room which breaths passion and energy. The creation of jeans products with each its own story. Think of one-of-a-kind jeans designed by AMFI students and jewellery inspired by jeans.