Alumni – AMFI http://amfi.nl Amsterdam Fashion Institute Wed, 22 Nov 2017 10:33:08 +0000 en-US hourly 1 Beyond the blahblah http://amfi.nl/beyond-the-blahblah/ Tue, 24 Oct 2017 07:57:13 +0000 http://amfi.nl/?p=18859 Beyond Green is the annual symposium on the future of fashion organized by the Amsterdam Fashion Institute (AMFI) and since three years together with Circle Economy. HEMA was the sponsor and host of […]

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Beyond Green is the annual symposium on the future of fashion organized by the Amsterdam Fashion Institute (AMFI) and since three years together with Circle Economy. HEMA was the sponsor and host of this great event at its headquarter on the NDSM werf. Beyond Green uses the collective power of students and industry players to tackle critical issues throughout the fashion system. While the ‘why’ of circularity is generally understood, the ‘how’ remains largely unanswered.  So that is why last Friday’s theme was ‘Beyond the blahblah’.

L-R: Leslie Holden (AMFI), Adriana Hoppenbrouwer-Perreira (HEMA), Harald Friedl (Circle Economy) and Hélène Smits

L-R: Leslie Holden (AMFI), Adriana Hoppenbrouwer-Perreira (HEMA), Harald Friedl (Circle Economy) and Hélène Smits

Eva Ronhaar, head of sustainability at HEMA, spoke about how sustainability is a priority and an ongoing process for the company. HEMA’s marketing director, Adriana Hoppenbrouwer-Perreira, explained how being a producer, retailer and brand at the same time, asks for a synergy and importance to incorporate sustainability in all three. It is therefore also included into their core values: better products for everyone, better conduct of business and better work and social conditions.

 

First speaker of the morning was the energizing and inspiring Vanessa Belleau, Head of Fashion and Home Shopper Marketing UK at the Walt Disney Company. She emphasized on the importance of a real and simple message, that focusses on attention. The ‘3D’s’ can help with this: 1) Deconstruct. We can’t do it all so choose something. In general people don’t care about sustainability so focus on the ‘be’. 2) Disrupt. Be brave, take risks and be vulnerable. Third is Develop. Develop the simple and clear message that focusses on action. Next up was AMFI alumnus Robbert Wefers-Bettink, co-founder of Dick Moby. He told about sourcing recycled materials and about the long search to the best material they could use. Quality, sustainability and price of the glasses had to be in balance. Dick Moby’s credo is “Quality is key, sustainability is king” and its mission to reduce plastic pollution. Reformation’s VP Operations & Sustainability Kathleen Tabot, said that the ease of use is at the basis of success. Reformation sources sustainable fabrics and vintage garments, while incorporating better practices throughout the supply chain. Example of this is their End-of-life recycling service, that picks up the clothing you don’t want any more up, free of cost.

 

“80% of the time we only wear 20% of our clothes”. Suzanne Smulders, AMFI alumnus and co-founder of LENA the fashion library, started her speech with a clear statement. By subscribing to LENA, you save money, space and the planet. If you have a never ending wardrobe and nothing to wear, LENA is the place for you. Laura Hunter, Futerra’s Head of Copy, stated that we have to write a new narrative for circularity. She said that with hope and optimism, 95% of the change is in the hands of humanity. Next on the stage was Neliana Fuenmayor, who started A Transparent Company with the idea that the lack of transparency withholds the consumer from making informed decisions. This company gives advice to companies who want to know more about transparency in the fashion industry. Last but not least was Gwen Cunningham, responsible for the Textiles Program at Circle Economy and teacher at AMFI regarding sustainability. According to her, the ‘it is what it is’ mentality lies at the core of the seemingly incapability of today’s society, to assertively react on the change that is needed. Circular intent in a linear world is only possible when a collaborative cross-supply chain approach is used.

Robbert Wefers-Bettink (Dick Moby) Gwen Cunningham (Circle Economy & AMFI)

Apart from the charming Robbert, this morning was not only an acme in circular insight, but also in the visibility of powerful women.  In the afternoon, expert-led workshops on company-specific challenges took place for the next generation of motivated fashion professionals and seasoned industry pros. A report by one of our students of the afternoon  can be found here.

More than 5000 garments were assembled for the Fibersort All attendees got this sticker

Article written by Carly Hubregtse

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Interview with AMFI alumnus Emilie Sobels in V!VA http://amfi.nl/interview-alumnus-emilie-sobels-viva/ Wed, 13 Sep 2017 09:29:16 +0000 http://amfi.nl/?p=18676 Interwiew with Emilie Sobels in V!VA magazine (in Dutch). Author:  Sanne Eijkelestam and photographer: Manou van Wely.    

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Interwiew with Emilie Sobels in V!VA magazine (in Dutch).

Author:  Sanne Eijkelestam and photographer: Manou van Wely.

Emilie Sobels Viva 03-2017_Pagina_1

Emilie Sobels Viva 03-2017_Pagina_2

 

 

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Vogue Style Insider with Marjo Kranenborg http://amfi.nl/vogue-style-insider-met-marjo-kranenborg/ Mon, 04 Sep 2017 13:12:36 +0000 http://amfi.nl/?p=18650 Click here for the pdf ‘Style Insider’ with Charles Montaigne (predecessor AMFI) alumnus Marjo Kranenborg, in the september 2017 Vogue (article in Dutch).

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Click here for the pdf ‘Style Insider’ with Charles Montaigne (predecessor AMFI) alumnus Marjo Kranenborg, in the september 2017 Vogue (article in Dutch).

Vogue september met Marjo Kranenborg

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Interview with AMFI alumnus Britta Bentele in L’Officiel http://amfi.nl/interview-met-amfi-alumnus-britta-bentele-lofficiel/ Tue, 29 Aug 2017 13:23:05 +0000 http://amfi.nl/?p=18626 Click here for the interview with AMFI alumnus Britta Bentele in L’Officiel (article in Dutch). Author: Paulijn van der Pot and photographer: Sas Terpstra.

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Click here for the interview with AMFI alumnus Britta Bentele in L’Officiel (article in Dutch).

Author: Paulijn van der Pot and photographer: Sas Terpstra.

Britt Bentele in l'Officiel

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Interview Graduate Fashion & Branding – Roos Bodewes http://amfi.nl/interview-graduate-fashion-branding-roos-bodewes/ Sun, 06 Aug 2017 18:29:45 +0000 http://amfi.nl/?p=18658 Before leaving AMFI, Branding graduate Roos Bodewes sat down with us to talk about her AMFI past and her fashion industry future. Written by Sarah Friedman   Congrats! You succesfully […]

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Before leaving AMFI, Branding graduate Roos Bodewes sat down with us to talk about her AMFI past and her fashion industry future.

Written by Sarah Friedman

 

Congrats! You succesfully survived four intense years at AMFI! Looking back, what is the most memorable period of your AMFI career?

“Previous to AMFI, I attended a dance academy so I was not really sure what to expect. During the first weeks I realized it was not going to be easy. Starting off with the prototype project made me want to leave, but inspiration book assured me that AMFI was right for me. It revealed my affinity for imagery. Although, I heard many horror stories about graduation, it was my favourite project. Being able to envision my own ideas, doing what I am best at and being able to execute it was incredible.”

Graduation project image: Sienna Peters, the model was chosen to represent the brand due to her independent appearance.

Graduation project image: Sienna Peters, the model was chosen to represent the brand due to her independent appearance.

How have you developed as a fashion professional over the past couple of years?

“Reflecting back makes it easy for me to identify my strengths: branding, trend research and art direction. Besides these skills I managed to plan my time well and was able to stimulate myself every day to work on projects even though the feedback was not always positive. Throughout my projects a clear visual style can be identified, clean and minimal. Copenhagen, the city I lived in during my exchange helped me to develop this style and gave me new insights.”

Shop environment image: An additional accessories line was designed where the objects double as an art piece and as exercise equipment.

Shop environment image: An additional accessories line was designed where the objects double as an art piece and as exercise equipment.

You graduated with a concept called “Fashion as an Artform”, could you tell me a bit about your project?

“For the luxury brand Céline I developed an activewear line. My interest for sport was the starting point. Subsequently two trends inspired the concept: the blurring boundaries between functionality and fashion as well as health being the new reference point to measure one’s wealth. Doing research made me notice that Céline and activewear brands have similar values due to their use of innovative materials. Constantly reinforcing Céline’s highly aesthetic approach whilst keeping ultimate functionality in mind was the the main goal. This specific collection was inspired by Ellsworth Kelly, an artist famous for his use of primary colours and his emphasis on lines and forms. A colleague of mine and art school student shot the visuals. During work we had been exchanging our creative ideas resulting in the ability to sense one another. There was a certain artistic chemistry going on.”

Now that you are leaving AMFI behind you, where could we find you in the future?

“At the moment, I do not have a specific plan yet. I am going to apply at multiple companies, that focus on trend forecasting or art direction. Eventually, I would like to obtain an art direction position since this fits well with my skills, but for now I am going to work on getting more experience in the fashion field.”

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Graduate Carolina Bammert ready to leave the AMFI nest http://amfi.nl/graduate-carolina-bammert-ready-leave-amfi-nest/ Thu, 13 Jul 2017 06:55:26 +0000 http://amfi.nl/?p=18485 The 12th edition of the annual AMFI graduation event Fashion Transit showcased a wide variety of designs and installations – the graduation work of 150 Designers, Branders and Managers. We met […]

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The 12th edition of the annual AMFI graduation event Fashion Transit showcased a wide variety of designs and installations – the graduation work of 150 Designers, Branders and Managers. We met with one of our talented Fashion Managers, Carolina Bammert. She reflected on her time at AMFI and looked forward to things ahead.

 

Interview by Annika Langhammer, First Year International Fashion & Management

 

Carolina Bammert, International Fashion & Management Graduate AMFI

Carolina Bammert freshly graduated the International Fashion & Management course at AMFI.

 

You just successfully graduated Amfi with Cum Laude – Congratulations! Looking back, what will you never forget from your time at Amfi?

“I think that is quite a hard question! Amfi offered us a lot of opportunities – for me the chance to go abroad probably remains the highlight. I did my minor in Toronto, Canada and my Specialization in China. I got to attend a language course in Hong Kong before I worked for a Dutch private label company in Guangzhou. It was interesting and eye opening, as I gained an insight into the production process.”

Four years later… What was your most memorable moment?

“Thanks to Amfi I was able to collect many memorable moments and achievements during the last four years. I really liked the trip to Istanbul in the second year. It was such an amazing experience because it was the first time that I saw what really happens until the product is finished. I got to learn how production works and it definitely helped me understand where the product ‘clothing’ comes from.

 

Factory visit in Guangzhou, China

Factory visit in Guangzhou, China

 

If you consider Amfi’s influence, how did your perspective of the fashion industry change?

“Honestly, I don’t think it majorly changed my perception, but indeed I feel like Amfi made the fashion industry more accessible for me. What improved my knowledge was visiting factories during my International Production Specialization in China. You get to know what problems occur during production and how to solve them.”

What is your graduation project about?

“I did my graduation project in cooperation with an international widely-known sports brand. The idea for my graduation project was offered to me while working for the brand. It is about objectifying fabric hand feel, in order to make it measurable: An examination of correlations between human tactile perception and machine generated data of running shoe upper materials.”

Why is this topic so important for the fashion future and why is it  special to you?

“If this machine works properly, a respondent can be fully left out. Consequently, a lot of time and money can be saved. Also it allows a quicker development of the whole product which provides a big competitive advantage for the company.  All in all, this system can potentially tell how the consumer will perceive the fabric on the market and how successful the product will be. For me this project consisted of a lot of experimenting. I liked it because I basically invented a new approach as nobody has been out there working with the machine in the way I did.”

 

Looking back, you have been working on your final project quite some time. Was there a key learning point for you during your project? Is there any advice for future graduates to do differently?

“At Amfi it has been important to know how to structure the workload. There has always been a bit of guidance with workshops and toolshops, but with your graduation project you are basically alone. What I learned is that structure is key. I suggest to make a good plan and to not be afraid to change it along the way! Set goals weekly! Once you achieved one it is important to relax a little- your mind will thank you later!”

You just finished studying, what will be your next step? Have you already made plans?

“I will be doing a master in Innovation & Entrepreneurship either in Amsterdam or Berlin. The reason why I continue to study is mainly that at Amfi I missed some business knowledge and depth into topics I am interested in. Also I want to widen my knowledge and explore what other things are out there and combine my knowledge.

 

Read more graduate interviews here and here!

 

 

 

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The bearable absurdity of being http://amfi.nl/the-bearable-absurdity-of-being/ Tue, 11 Jul 2017 06:38:06 +0000 http://amfi.nl/?p=18429 Transit 2017, the 12th edition of the annual AMFI graduation event, showcased last Friday at The World Fashion Centre a wide variety of designs and installations – the graduation work of […]

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Transit 2017, the 12th edition of the annual AMFI graduation event, showcased last Friday at The World Fashion Centre a wide variety of designs and installations – the graduation work of 150 Designers, Branders and Managers. We met with our talented emerging designer, Cecilia Frieben, to talk about her graduation project, some AMFI memories and her next professional aims.

 

Interview by Roy Doron, 2nd year – Int. Fashion & Branding. Photography by Vanessa Huss. Modeled by Adrienne Mönkediek.

 

Tell us a bit about your graduation work. How did you develop this concept?

“My goal with my graduation project was to mingle the conceptual with the commercial and try to build a bridge to do so. The concept is inspired by the absurdity of our Zeitgeist, represented in the news – more specifically their headlines. Originally inspired by a Dadaist who only used newspaper in her collage work, I started collecting serious newspapers over weeks. Soon I realized that the bigger a headline, the less relevant the content. Isn’t this odd?! As fashion nowadays is a platform offering the freedom to make a statement also in a light and humorous way, I decided this is what I’d like to do. I collected more than 200 headlines and made a compilation of 19 different ones. A simple shirtdress with my handwriting in the details became the base of my collection. The concept resulted in 20 dresses that reveal the daily absurdity around us which we mostly do not recognize anymore.  This is my dearest project and I cannot let go off it yet because I can continue as long as newspapers feed me those absurd headlines.”

 

A real headline of a serious newspaper approached in a very light and humorous way.

A real headline of a serious newspaper approached in a very light and humorous way.

 

Looking back at your beginning at AMFI. In which ways have you grown since?

“In the beginning we were told so many times to grow a thick skin, and today I’m much more confident on a professional base, but also personally. My opinions became stronger and I stand behind what I do and say. While at AMFI I went through many ups and downs, but that helped me to further learn about myself. I can surely say I leave this school as 100% Cecilia Frieben and I think this is the most important thing.”

 

In what direction did you develop as a fashion professional?                                 

“I made a conscious decision to orientate myself on the rather commercial side of the industry. People tend to confuse the term commercial with boring, which I strongly disagree with. That is also what I tried to show with my graduation project. During the flexible program I did the Denim minor, iNDiViDUALS and an internship at a ready-to-wear brand in Paris. All three semesters made me realize the importance of the different disciplines in the industry and I grew not only as a designer, but as a team member. This link was important for my own understanding of the industry as a fashion professional.”

 

'The bearable absurdity of being' by Cecilia Frieben.

‘The bearable absurdity of being’ collection.

 

What reactions did you get at Transit?

“I was very pleased to find only few of my business cards left on the table eventually. Transit was a nice opportunity to present my work one more time. I decided to present it only in form of an installation because I wanted to present my collection in a way that people could take their own time to try and ‘read’ through my collection.”

 

What is your last impression of AMFI?

“I leave AMFI with a positive feeling. I’m glad I got the chance to realize my graduation project in a different way. I really feel very supported and pushed.  I feel prepared to work and I’m not scared to leave this place. I met some very special people at AMFI, who I will miss a lot now that we go and spread all over the world again.”

 

And now what? What is your next aim?

“I’m very eager to start right away and luckily with Transit some nice opportunities opened up, which I need to further explore and maybe they become something great. But generally speaking being part of an ambitious, creative and fun team is pretty much what I’m aiming for at the moment. I see myself working for a brand to build experience and of course pay my bills, but in some far future I could also imagine myself doing my own thing.”

Designer graduate Cecilia Frieben: "I really feel very supported and pushed by AMFI. I'm ready to start working and I’m not scared to leave school."

Designer graduate Cecilia Frieben: “I really feel very supported and pushed by AMFI. I’m ready to start working and I’m not scared to leave school.”

 

You can see photos of AMFI’s graduation event Fashion Transit here!

 

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AMFI Transit 2017 photos http://amfi.nl/amfi-transit-2017-photos/ Sun, 09 Jul 2017 08:59:13 +0000 http://amfi.nl/?p=18389 Friday the 7 July, 2017 we celebrated the annual graduation event AMFI Transit. Graduates from Fashion & Design,Fashion & Management and Fashion & Branding presented themselves and their graduate work to the international […]

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Friday the 7 July, 2017 we celebrated the annual graduation event AMFI Transit. Graduates from Fashion & Design,Fashion & Management and Fashion & Branding presented themselves and their graduate work to the international fashion industry, press, friends and family. Photographer Joris van Egmond documented this celebratory day.

 

Opening sign Friends & Family enter for the diploma ceremony The graduates enter the room Signing the diploma Calling the up the students one by one Installations 20170707-IMG_0517 20170707-IMG_0526 20170707-IMG_0528 The exhibition Installations 20170707-IMG_0571 20170707-IMG_0583 20170707-IMG_0598 20170707-IMG_0634 20170707-IMG_0657 20170707-IMG_0702 20170707-IMG_0232 20170707-IMG_0575 20170707-IMG_0233 20170707-IMG_0244 20170707-IMG_0722 20170707-IMG_0801 20170707-IMG_0846 Catwalk show Catwalk show Catwalk show Catwalk show Catwalk show Catwalk show Catwalk show Catwalk show 20170707-IMG_1099 20170707-IMG_1127 20170707-IMG_1144 20170707-IMG_1146 20170707-IMG_0714

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AMFI Transit 2016 Graduation Event Photos http://amfi.nl/amfi-transit-2016-graduation-event-photos/ Wed, 17 Aug 2016 11:58:44 +0000 http://amfi.nl/?p=16523 The annual graduation event AMFI Transit took place on 1 July 2016 in Amsterdam’s World Fashion Centre. Together with family, friends, our faculty and professionals from the industry we were both inspired and feeling sentimental. […]

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The annual graduation event AMFI Transit took place on 1 July 2016 in Amsterdam’s World Fashion Centre. Together with family, friends, our faculty and professionals from the industry we were both inspired and feeling sentimental. Together we celebrated the accomplishments and successes of our students over their years of hard work.

Here is the first selection of photos highlighting various moments from the event, exposition and diploma ceremony in Amsterdam’s World Fashion Centre. More photos will follow coming weeks. Photos by Joris van Egmond.

We welcomed the families and friends of our graduates. Pictured: Fashion & Branding graduate Rochelle Bambury. Austrian student Roman Hoering graduates from Fashion & Design, pictured with lecturer Martin Coppes. Work from Vera van Horik and Eva-Luna Schulte featured on picture panels in the expo hall. Fashion & Branding student Sammy Moonen's scent branding concept featured on a picture panel. Vanessa Chan and Siko van Berkel (House of Orange agency) on hair and makeup, photo features C. Graves wearing Fashion & Design graduate Elly Pan's 'Double Happiness' collection. Fashion & Design graduate Judith Janssen featured her collection in an installation. Designer Marcella Lobo joined others whose collections were featured in a guerrilla-style fashion show. The Italian Fashion & Design graduate Monia Antinori''s collection being modeled during the exposition. Marlou Breuls' and her collection was nominated for Lichting, the national fashion design graduate competition. F&D graduate Danial Aitouganov's collection presented during the exposition. The annual photography exhibition featured duo's of our alumni. Alumnus Amber Slooten featured her graduation project on virtual fashion in a special installation. Fashion & Design graduate Laura van der Woerdt featured on a model as our design lecturers Philipp Schueller and Oscar Raaijmakers observe. Fashion & Branding graduate Romy Bresseleers awaiting the last fellow alumnus at the cocktail bar. Fashion & Design graduate Danial Aitouganov was also nominated for Lichting 2016. What is Fashion Question Wall and Guestbook - AMFI Transit 2016

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They Said I Can Be Anything http://amfi.nl/they-said-i-can-be-anything-christiaan-devries/ Tue, 21 Jun 2016 15:26:27 +0000 http://amfi.nl/?p=16434 Design sometimes has the most surprising sources of inspiration. This article follows the personal journey of Christiaan de Vries’ graduation project from pink to war, and from war to self-expression.  Most […]

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Design sometimes has the most surprising sources of inspiration. This article follows the personal journey of Christiaan de Vries’ graduation project from pink to war, and from war to self-expression. 

Most of us have been raised surrounded by stereotypes, these being subliminally drilled into our minds since we could see or speak. In today’s postmodern world one would assume that it’s about time to let go. In an attempt to change how we propagate stereotypes, Christiaan was first inspired by Sapeurs. These dandy-like men from the Congo are proud representatives of the colour pink. This made him dig deeper into a culture where color appropriation seemed to have taken a different turn. Context emerged as a critical aspect of the use of colour, since seeing a man dressed in fluorescent magenta in Amsterdam might certainly not arouse the same feeling as it does elsewhere.

“The boy who likes pink gets bullied. This is how heteronormative our society (still) is. When really, you can be anything. Yet, you continue to try to meet expectations of others. Live up to gender-roles and follow social rules. Where this leaves us: sure, you can be anything, as long as you fit in.”

Sapeurs - Congo

The dandy-like Sapeurs don pink in the Congo.

Soon after this discovery, Christiaan stumbled across the photo series of conceptual photographer Richard Mosse. His images capture the beauty and tragedy of war and destruction. It is certain that “war” would have never been the first association to a color “so feminine” as pink. Yet the artist still found a way to make a connection between colour and armed conflict.

Richard Mosse - pink and war

Images by Richard Mosse ‘The Enclave’ (2012).

Diving into war-related inspiration, Christiaan was fascinated by the concept of dazzle camouflage, a technique where ships are painted in dazzling patterns in order to confuse their enemies. The optical illusion these prints provided formed the basis for Christiaan’s graduation collection. Imagine a traditional menswear collection, deformed and totally deconstructed by the attributes of Dazzle Camouflage.

An excerpt from Christiaan's process book researching dazzle camouflage.

An excerpt from Christiaan’s process book researching dazzle camouflage.

Looking back, making a jump from pink to war ran the risk of losing enthusiasm. Even though fashion is often serious, it was not the right direction for Christiaan’s work.

“I remembered seeing an old building in London, which I used to cross on my way to my internship. It was always very boring, grey, and dull, but the last time I visited, all of a sudden it had been painted in all these bright colours and playful patterns. It suddenly stood out from all the other buildings.”

Recalling memories with a tint of nostalgia might not work for everyone, but it did for Christiaan. This event triggered him to investigate the artist and the story behind the newly painted building. The Memphis Movement turned out to be the last piece to complete the puzzle. What struck Christiaan the most was how the aesthetics of this postmodern movement blurred the identities of objects. Something functioned as a lamp, but simply looking at its shape and colours, it could have been any object.

Memphis Movement Christiaan de Vries

An excerpt from Christiaan’s process book research on the Memphis movement.

memphis movement - Christiaan de Vries

An excerpt from the process book: colour studies and Memphis movement inspiration.

Everything comes back around  to the boy who was bullied for wearing pink. The collection drastically departs from the original perspective of this six-year-old boy who grew up believing that pink is for girls and blue for boys. Christiaan de Vries was able to create a menswear collection which was more than just a group of garments – the designs embody the story from pink to war, and from being stigmatised to finding the ultimate form of self-expression.

Christiaan de Vries - virtual prototyping menswear collection

Virtual prototyping for the menswear collection.

Illustration - Christiaan de Vries

Christiaan’s illustration of the collection line-up.

Christiaan de Vries - installation Kromhouthal

Christiaan’s installation at the Kromhouthal in January. Photo by Team Peter Stigter.

 

Christiaan de Vries - They Said I Could Be Anything

Christiaan de Vries

Christiaan de Vries

Collection photographer Sam Bynens. Models: Max Croes & Dennis Bijleveld from FIC Models; MUAH: Caroline Karte.

Article by second-year International Fashion & Branding student Laura Sinnhuber. 

Curious to find out more about Christiaan’s collection? Visit the Transit exposition at the World Fashion Centre on July 1 2016.

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