iNDiViDUALS – AMFI http://amfi.nl Amsterdam Fashion Institute Mon, 16 Jul 2018 13:51:31 +0000 en-US hourly 1 Fiona Hesse in Folia http://amfi.nl/fiona-hesse-folia/ Fri, 10 Nov 2017 10:24:31 +0000 http://amfi.nl/?p=18949 Fiona Hesse, 3rd year Fashion and Design student is featured in Folia. Fiona is not only part of this generation iNDiViDUALS, but is also working hard on her own Mixtape collection. You […]

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Fiona Hesse, 3rd year Fashion and Design student is featured in Folia. Fiona is not only part of this generation iNDiViDUALS, but is also working hard on her own Mixtape collection. You can read the interview here (in Dutch).

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iNDiViDUALS S/S18 press release http://amfi.nl/individuals-ss18-press-release/ Fri, 23 Jun 2017 12:57:07 +0000 http://amfi.nl/?p=18323   Foto link: klik hier.

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Foto link: klik hier.

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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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iNDiViDUALS: balance between creativity and commercialism http://amfi.nl/individuals-balance-creativity-commercialism/ Tue, 07 Feb 2017 13:16:29 +0000 http://amfi.nl/?p=17208 Last week iNDiViDUALS presented the new collection during a intriguing show. We spoke to three students to find out how the harmonious collection was created within 20 weeks. Article by […]

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Last week iNDiViDUALS presented the new collection during a intriguing show. We spoke to three students to find out how the harmonious collection was created within 20 weeks.

Article by Stephanie Barbian, 2nd Year International Fashion & Management. All photos by Team Peter Stigter.

 

iNDiViDUALS is a specialisation programme that fuses the three programmes offered by AMFI – Amsterdam Fashion Institute: Design, Management and Branding. Every season a new generation of students  develop the brand further. Each individual from each department is responsibly working according to a specific job role, constantly trying to respond to the Zeitgeist and aiming for a balance between creativity and commercialism.

Right before the show: making sure the models enter the catwalk in the right order.

Right before the show: making sure the models enter the catwalk in the right order.

Individuals Generation 22 presented its A/W 2017 Show on Wednesday January 25th at Loods 6. It was an impressing presentation of an inspirational collection showing a mixture of the 90’s grunge movement, the roaring 20’s era and the current Zeitgeist. Three Specialisation students Danique Grosjean (Fashion & Branding), Faralda Boerwinkel (Fashion & Design) and Mandy Muijs (Fashion & Management) shared their experience on working for iNDiViDUALS and especially of the making of Generation 22.

 

Starting with your concept idea: “3 am – what a time to be awake” what is behind it?

Mandy: “3 am – what a time to be awake. When it is 3 am and you find yourself in your bed asking yourself what the reason is for you to be awake, being annoyed and frustrated whilst at the same time you could be dancing in the club having the time of your life. There is a contradiction in your mind.”

 

What is the source of your inspiration and how did you implement it in the collection?

Faralda Boerwinkel: “The presented A/W 17 collection was inspired by the 90’s grunge movement and the roaring 20’s era. For us – both of these times matched in a way, in a way both of them were free and rebellious. Those feelings combined make the aesthetics of the collection. The 20’s dropped waistline and the iconic flannel shirt from the grunge movement are clear references we used. We clashed them with the current Zeitgeist.”

 

In what way does your influence/specialisation of department come back in the current collection?

Danique: “The branding team has the focus on the concept together with the design team and then develops it to the end. Next to that the branding team is generally concentrating on bringing the outcome to the outside world, to the public.”

 

Models in line: the Show is about to start

Models in line: the Show is about to start.

 

What are the responsibilities within the three departments?

Faralda: “For Design in general, we all have our main job role on which we focus the most, which might be a Fabric Manager, Trimmings Manager, Accessories Manager, Print Manager, Studio Manager and Collection Manager. You are the spokesperson of your own job.”

Mandy: “Within Management, everyone takes care of production. So, you will be responsible for two styles from the previous collection, as well as two styles from your own Generation’s collection. When design created the pattern, it is in your responsibility to develop it further. Next to that, each Manager also has their own job role, e.g. General Manager, Production Manager, Sales Manager, CSR Manager or Finance Manager.”

Danique: “In Branding the division is bigger, there is the corporate identity but also seasonal concept within your own Generation. Concerning the seasonal, we can be creative and free in making decisions. While the corporate identity always needs to fit the image, since the corporate identity makes the brand recognizable. When the process begins, the branding team stays as a group while each of us thinks and acts in their own job role until owning It completely after the concept phase.”

 

Managing behind the scenes

Managing behind the scenes

 

What was your biggest challenge while being a part of iNDiViDUALS’s Generation 22?

Mandy: “Communication was a challenge throughout working on Generation 22. Each individual thinks in a different way, especially when differentiating between the departments. Some things might appear logical to the Management students, which will result in a lack of communication, since the Design and Branding students might not know too much about it. It takes time to figure out how much knowledge each department has.”

Faralda: “You are aiming for doing everything as perfect as possible due to working for iNDiViDUALS, a real brand but at the same time you are still in the learning process what means that you cannot do everything perfect. That can be really frustrating.”

Danique: “I get what Faralda is saying, as for me the biggest challenge was being in between reality and school. You work in a real company, but you still have to realise that you are still at school as well.”

 

Generation 22 - job well done! Amfi Individuals A/W17/18 © Team Peter Stigter

Generation 22 – the fruits of a semester of hard work.

 

The work Mandy, Danique and Faralda and all other 22 other talented AMFI students resulted in a successful and exciting A/W 17 show. The concept called “3 am – what a time to be awake” was converted into an experience on the runway by moments of storytelling, flickering lights and lively tunes balanced with the presented collection. Generation 22’s achievement is truly inspirational for prospective Generations.  More info on programme, as well as on the current and previous collections you can find at www.individualsatamfi.nl

 

 

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