byAMFI is the Statement Store of Amsterdam Fashion Institute. It offers a platform to showcase the beautiful work that is made by our students, teachers and alumni. A team of second year students from all three departments designs inspiring concepts for the interior and organises events.
byAMFI is literally AMFI’s shop window in the heart of Amsterdam city centre and a place favourably visited by professionals and fashion lovers from the creative and commercial industry.
Fashion and Visual Culture
How can we challenge ourselves to create innovative and meaningful fashion images? That was the question with which 28 students kick-started AMFI’s Fashion and Visual Culture programme. For ten weeks the students immersed into the theory of visual culture and worked on photography assignments inspired by celebrated fashion designers. They learned to trust their intuition, to experiment, to reflect and to create meaning. A process which began with hundreds of test photo’s, ended with new fashion images that reflect on how the students look and give meaning. This exhibition is curated to represent the diversity, experience and quality of their work
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.
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Nikki van Reems
Berber de Groot
BYAMFI STATEMENT STORE | REALITY SCHOOL
Showcase AMFI Talent
store concepts archive
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!
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.
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.
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.
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.
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.
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.
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
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.
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 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.
SOME DREAM OF RUNNING AWAY
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.
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.