byAMFI – AMFI http://amfi.nl Amsterdam Fashion Institute Mon, 28 Oct 2019 15:58:37 +0000 en-US hourly 1 32314050 What about the AMFI Master? http://amfi.nl/what-about-the-amfi-master/ Sun, 22 Apr 2018 16:41:10 +0000 http://amfi.nl/?p=19413 “It is motivating as hell, because you actually care about what you learn.”   Today, we have a chat with the twenty-year-old Constantin Whale, who’s born in Germany but lived […]

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“It is motivating as hell, because you actually care about what you learn.”

 

Today, we have a chat with the twenty-year-old Constantin Whale, who’s born in Germany but lived in Vancouver, Toronto, Switzerland and now Amsterdam. Together with his business partner, Kick van Doorn they created the creative platform Skandl. We talk about the master’s programme, about Skandl and he shares his tips & tricks for those who are  considering applying for the Master’s programme.
Article by third year Fashion & Branding student An-Sofie Vandecruys.

 

Constantin and a mate working @byAMFI

During an event which they organised at the byAMFI store.

 

So, Constantin, could you tell us something more about your background and why you chose for the AMFI Master programme?

I was studying sociology and I actually didn’t want to do anything with sociology. The only thing that kept it interesting for me was doing research. I was already working in fashion, for a contemporary menswear brand, and through that I connected with a lot of people within the industry. Entrepreneurship was something that I was always enthusiastic about and I knew that one day I wanted to have my own business, my own company. So, I started doing research on what I wanted to do next. Should I find a job or look for a study that offers something to me, in the direction of fashion and entrepreneurship? I somewhat stumbled upon the AMFI master’s programme. Surprisingly, it was kinda exactly what I was looking for. Because of my sociology background I didn’t want to do a theoretically masters with a lot of theory and research. Also, the fact that you have to start your own company was for me a very positive factor.  

Thus you applied and subsequently created Skandl. What is it and for whom?

Skandl is a creative platform, a service. It exists out of two sections. Firstly, there’s the commercial side, the digital agency. We provide digital strategy, which includes marketing, digital branding and contact strategy. We create a lot of media content, like lookbooks, videos, and photoshoots. Besides that, we do also content production and engagement marketing. That’s how Skandl generates revenue.

 

For example, we are now building a guide for small, sustainable brands to really communicate the values of sustainability, so they don’t have to use the common narrative of sustainability. We want these brands to communicate in a way that is cool and actually speaks to the people that don’t necessary care only about sustainability.

 

Secondly, which is a special thing we developed, is our creative network. This is where we try to find and support creators whether these are designers, producers, illustrators, graphic designers, photographers, etc. By giving them a platform and a commercial opportunity.

 

And what about the Master programme, what’s your experience?

It is a very multidisciplinary programme, because we are with a lot of people from different backgrounds who do different things. So they had to find a way to make all the information useful for all of us. The programme is divided between service and product. If your company is delivering a product than you follow classes in supply chain management. These are obviously not useful for me, so that is one distinction within the Master. It’s an interactive programme and the fact that we exist of a small group makes doing workshops easier and are also able to help each other. We think about scenarios with the teachers that we can apply to our company. It’s not boring at all, you actually want to go to class because you know you’re going to learn something useful. It is motivating as hell. And you care, you actually care about what you learn because everything you learn in class, you can apply to your own company.

 

In regards to the company, it has to be fashion and sustainable. You start with the Master thinking you have the idea that you want to execute, but it involves so much more. They encourage you to do a lot of research, which is nice because the idea I started with is nothing like what it is now, it is always changing, you know. But that keeps it interesting too.

 

It’s not only about you and your company, you have to help each other out and everyone you meet through these people. The Master acts like a safety net, they guide you, have a lot of expertise, a lot of connections. The teachers have maybe already failed for you which allows you to speed up things, because if I just moved here and I didn’t meet the people that I did whether it is through AMFI or the teacher network, I probably wouldn’t be where I am now and how my company has evolved.

 

You talk a lot about your company. It sounds like you get a lot of freedom within the programme, how’s that?

Of course, it is still a Master and you have to do certain assignments. Because it is an accredited programme, there are requirements. Sometimes you’re stuck in between. Like, do I focus on this now or put all my effort in my company and projects that you don’t get marks for? Sometimes you have to make a choice. It feels like you’re working two full time jobs but after awhile you get used to it.

 

And another thing I learned during the masters is a lot of entrepreneurs say don’t sleep, work like crazy, and don’t go socializing. But I don’t agree with that. If you’re in this kind of industry, like fashion, like music, you have to go out. That’s how you connect and meet people of the industry. It’s about finding the right balance and keeping things exciting.

 

The Master programme is fairly new. Was there room for feedback?

Yes, sure. Because we are the first years of the Master programme, it is still evolving and growing. We give feedback to the teachers so they can improve it for the next generations. We’ve already come up with some things than can be improved. The team of teachers is really proactive and changing things for the better, seeing what’s working and what’s not. I think that’s important to like to help them out.

 

And I wish we had class in the AMFI building as well, to connect also with the students from the Bachelor programme, as they may be maybe your target audience or you could network with the teachers. I would easier ask a teacher what they think because they’re all experts in the industry; it would be more useful for all of us I think.

 

And last but not least, would you encourage people to follow the Master programme?

Yes, if you want to start your own company, and if you have the drive to do your own thing, for sure. If you’re just doing it to get another degree, definitely not, just go get another degree instead. You should really care about the company that you’re starting and how this Master is going to be a tool to get there. I don’t think anyone in the program looks at it, like ‘oh I want to get a degree’. Everyone is very focussed on how this will help their businesses, and that is the main objective of the masters and it definitely should be.

 

Do you have tips or key advice for people who are thinking about starting their own business and applying for the programme?

I know this will sound cliché but pick something that you can see yourself doing everyday. You must want to think about everyday because you will end up thinking about it and working on it everyday. I am thinking about things related to my own company all day long. Also, don’t only think about it, but talk about it to other people as well. Don’t think of it as like this special idea that only you have and that someone would want to steal it, because that’s not the reality. The company is eventually going to become what it is, because of how you execute your idea. If someone else had your idea it would look totally different.

 

Don’t be scared to get feedback from people and share and talk about your idea. Also don’t be so set on that one idea, it’s just an idea and it will evolve and change. You should be open to change, and be flexible, especially within the Master programme because you’re going to get feedback all the time from people who really know what they’re talking about and work in the industry or have their own company. They will give you feedback and what you think will work, might not, so you’ll have to adapt it. Those are the main three things that are important, even if you would want to start your business without going through the programme, these are some things you should really consider.

 

For more information:

@skandl

http://createskandl.com/

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byAMFI – a second home for fashion students http://amfi.nl/second-home-amfi-students/ Mon, 10 Jul 2017 12:45:57 +0000 http://amfi.nl/?p=18379 In the past months our statement store byAMFI went through big changes. We interviewed  one of the reasons behind that. Denise Admiraal is a third year branding student from AMFI […]

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In the past months our statement store byAMFI went through big changes. We interviewed  one of the reasons behind that. Denise Admiraal is a third year branding student from AMFI and she was the first intern at byAMFI. We had a chat about her internship and asked her an important question: what does it take to become the new Denise?!

 

Article by Celia Marie Freiling (second year int. Fashion & Branding). Photos by byAMFI
Denise shining in her role as the first byAMFI intern.

Denise shining – she’s been very much at home in her role as the first intern of byAMFI!

How did you end up doing an internship at byAMFI?

“I was asked by Xandra Manuputty at the moment when byAMFI was going to change and needed more attention. The idea was to attract more students to the store, so I was asked to figure out how to make that happen. There has never been an internship before at byAMFI, but it’s being realized now to include the students more and make it their own place. byAMFI should become more accessible and welcoming for them and I’m really happy that this is already happening!“

What were your responsibilities? 

„It was quite spread out, from organizing events, coaching students, developing concepts, to selling the Individuals collection. Beside running the store of course!“

Denis (in the middle) discussing preparations for Vegan Night with Gees & Gijs.

Denis (in the middle) discussing preparations for Vegan Night with Gees & Gijs.

How did you come up with a plan to attract more students to byAMFI?  

“I started to think about what I am interested in and what kind of events I would like to organize in order to attract people to visit the byAMFI. Xandra agreed on it. We only get a little budget to work with, so I needed motivated students to work voluntarily. I fixed sponsorships, thought about how I want to communicate the event through social media, I did the graphic design and organized photographers. byAMFI is meant to become a meeting point where you have a coffee, relax in the window or work together on (study) projects. It is also about learning to chill while working hard at school.“

Denise taking care of the interior of the store. It can't be all glamour and party!

Denise taking care of the interior of the store. It can’t be all glamour and party!

What were your experiences and what did you learn?

“I experienced what it’s like to be responsible for the whole operation, which almost felt like running my own business. I learned how to realize something that I consider interesting and turn that into an event or concept that is also appealing to and others.  Sensing what is interesting for other people and what is happening around the students is really important. Coaching people was a big part of my task, giving them feedback but also accept feedback from others. And I learned how to network and make loads of connections, what I think is really important in the fashion industry.  As an intern at byAMFI you learn about the whole process of managing: from concept to realization, the communication that goes with it and the final execution.“

Party time! The launch event of Garment magazine.

Party time! The launch event of Garment magazine.

How did the store change while you were there? 

“When I started  byAMFI was more an actual store, but now it is more a studio to meet and work together. We made the plans for this change a long time ago, but the time when it really changed was for me the Unplugged event. AMFI students came here to pitch the idea for this event. They were surprised that I agreed and let them do their thing, of course with some restrictions. The event was a huge success -it has never been that crowded before! A lot more people have been coming to the stores since then and everybody was talking about the event. I think if we want byAMFI to become a student place we need to let the students decide on what they want to do with the space and make them responsible instead of controlling them.“

The performance of 24k.water during the Unplugged event.

The performance of 24k.water during the Unplugged event.

How would you like to see it change in the future? Will you still be part of it and contribute to its development?

“Yes, I would like to still contribute in the future in any role. I still want to organize events and already have some plans in mind. What I would like to see in the next years is that byAMFI becomes the voice of the students and more accessible for them and for others. It should be a bit of a rebellious place where it can get crazy sometimes. I want the students to step out of their comfort zone and start experimenting to realize their vision.“

Denise with her boss/coach Xandra Manuputty who coordinates the byAMFI store.

Denise with her boss/coach Xandra Manuputty who coordinates the byAMFI store.

Why would students want to intern at byAMFI? What qualities and skills do you need?

“You need to have a little life knowledge and good social competences. It is important that you are a responsible person, because you become more of a manager instead of an intern. You have to dare to speak up, even to people that might be teachers. You have to represent and back up your opinion to gain respect. Having a vision and being involved is a huge part of this internship because it will become your life in these months – like any other good internship. The new intern needs to be a good socializer and networker to reach students as well as interesting professionals for events and sponsoring. You have to be creative, but also rational in order to realize what you have planned. It is about learning not to be perfect and daring to make mistakes in the process. Be a personality and don’t be shy!”

 

Interested in taking over from Denise? Send an email to the byAMFI coordinator, Xandra Manuputty!

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Launch iNDiViDUALS S/S17 – first mission accomplished! http://amfi.nl/launch-individuals-ss17-first-mission-accomplished/ Mon, 27 Mar 2017 10:02:47 +0000 http://amfi.nl/?p=17385 Two weeks ago iNDiViDUALS celebrated the new S/S17 collection in a true AMFI spirit – a launch party that attracted many young creatives from Amsterdam’s fashion scene. We evaluated with […]

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Two weeks ago iNDiViDUALS celebrated the new S/S17 collection in a true AMFI spirit – a launch party that attracted many young creatives from Amsterdam’s fashion scene. We evaluated with Branding student and Event Manager Rumen Rachev.

 

Interview by Roy Doron. Photos by Geesje Remijnse.

 

Now eleven years ago AMFI initiated the Reality School program iNDiViDUALS, a platform for fashion creativity and a specialization program for third and fourth year students to experience real-time fashion industry demands. All tasks and responsibilities are run by students from the Design, Management and Branding departments. Fusing these three departments makes for the successful formula of the brand. As students are part of the brand for only one season (and so one study semester), the brand is a collective of creative minds that always changes. A new generation takes over the work of a previous generations, but also adds a new collection to the brand. That way a student always works on three collections: one collection that is on sale, the production of the collection that was presented on the catwalk last and the development of a new collection. The brand aims to achieve a balance between creative and commercially appealing; between creative sustainable freedom and economic value. Now that iNDiViDUALS is turning 21, the brand has officially grown up and has become a great creative platform for AMFI students.

Ruben (far left) busy on the last preparations right before the opening of the lanch party.

Rumen (left) busy on the last preparations right before the opening of the lanch party.

Working with the brand for two months already, what was your main activity so far?

“As the Event Manager of the current generation, my first priority was to get familiar with the spirit of the S/S 17 collection and translate the concept into an retail experience for guests and customers to enjoy for ten weeks at the byAMFI Statement Store.  The end result is a great collaboration between the teams of both iNDiViDUALS and byAMFI. I realised during the process is that team work really brings out the best of people! It was a challenge, since we are always working two seasons ahead, however we are presenting a collection, created by a generation of students before us. It’s an interesting switch that requires flexibility, but it was all a pleasurable and enjoyable process.”

The S/S17 collection on the sales rack in the byAMFI store.

The S/S17 collection on the sales rack in the byAMFI store.

Can you share with us the story of the S/S 17 collection that is now on sale in byAMFI?

“The concept of this iNDiViDUALS collection spins around the idea that you don’t need to scream in order to be heard. In such uncertain political times and aggressive approach, iNDiViDUALS wanted to showcase a silent manifesto, proving that being thoughtful has a bigger impact than being unnecessarily loud.

What was very interesting for me while I was going through the brand books of the collection was the fact that a lot of their research conclusions actually turned real, as for instance Trump getting elected. It is a scary fact, but it definitely tells something about our research skills if we look positively on that.”

What did you like personally about this  collection? 

“Apart from falling in love with the idea behind the collection, the subtle colour scheme is very thought through. The black clothes as well as the long pieces are very androgynous. The black jacket is my personal favourite. “

Ruben's favourite is on this rack!

Rumen’s favourite is on this rack.

What does it take to create such an event in a short period of time? How did your last days look?

“It’s a tricky business as I call it, since this is the first event we as a generation encountered. We are still in awe; very excited about joining iNDiViDUALS and all of sudden we had just a few weeks to organize such an elaborate event. Team work and clear communication turned out to be essential! Luckily for me as an event manager I had the best team members that really helped execute our ideas.  we had a seamless work flow towards the end result. Surprisingly the last days appeared to be the most relaxed ones, since everything was organized on time and each detail was already on its place.”

Excellent turn up! A fashionable bustle at the entrance to the store.

Excellent turn up! A fashionable bustle at the entrance to the store.

I recognize many fashion students here, what do you think attracted all of them to come for the launch?

“Besides the inspiring collection you mean? Well I guess it is because AMFI people stay together, which is a very special and positive thing at this school. We help each other and I really felt supported during the event. I think for everyone who wants to join iNDiViDUALS it is essential to attend our events, because it gives a good idea of what will be expected of you later on.”

Are you happy as well?

“My personal goal as an Event Manager and an AMFI student was to create an event that entertains and excites people. Based on the positive feedback I got from our guests I couldn’t be happier! Besides it being an exciting launch for iNDiViDUALS, this event was a very good start for our generation as well. And I promise there will be exciting and fabulous events to come this semester!”

The Event Manager and two of his friend and fellow studentf: Hannah Woods, Sanne Nooitgedagt and Rumen Rachev (left to right).

The Event Manager and two of his friend and fellow students: Hannah Woods, Sanne Nooitgedagt and Rumen Rachev (left to right).

Missed the opening? The latest iNDiViDUALS presentation is for nine more weeks on display (and on sale!) in the by AMFI Statement Store. You can see  the full S/S17 on the catwalk here:

www.individualsatamfi.nl

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