iNDiViDUALS – AMFI http://amfi.nl Amsterdam Fashion Institute Fri, 10 Nov 2017 10:24:31 +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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iNDiViDUALS to reveal S/S 17 http://amfi.nl/showtime-for-ss-17/ Tue, 07 Jun 2016 12:30:38 +0000 http://amfi.nl/?p=16346 It’s approaching showtime for iNDiViDUALS. What are they inspired by, what problems are they facing and what should you know if you want to be a part of the brand’s future? […]

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It’s approaching showtime for iNDiViDUALS. What are they inspired by, what problems are they facing and what should you know if you want to be a part of the brand’s future? AMFI.nl caught up with the super busy Paula, Laura and Gabriëlle to lift the lid on this season’s journey.

Hi girls! Let’s start off with the inspiration for S/S 17.

When we were orientating ourselves for this generation, we were struck by the overexposure going on in society. Social media and many other platforms have given everyone the opportunity to scream out their opinions. It’s too loud. It’s too much. We want to react to this, showing that you can make an impact without the need for aggression.

It’s not what we say that has the impact, it’s how we say it. #ss17 #individualsatamfi

A photo posted by iNDiViDUALS (@individualsatamfi) on

What experience did you gain working with students from the three departments?

To work in a team in general has many great aspects, it helped us to refine our vision. You can’t do whatever you want, our decisions have to be democratic for the company. You also learn to become a lot more flexible, you cannot rely on your first choice being the final choice. It’s just not going to happen that way.

Specific to the three departments; it was really important to learn to trust each other’s competences. It was one of the hardest parts in the beginning because we were unsure what each department actually does, but it is one of the most important experiences gained in the whole process.

iNDiViDUALS S/S17 Photo by Kertu Serikov

iNDiViDUALS’ Paula, Laura and Gabriëlle met us at Café Fest on the Amstelcampus.

What are the most challenging aspects to being a part of iNDiViDUALS?

Communication. It seems like such a small thing. It’s so important, even trying to make a simple decision, in the beginning we would have endless discussions but we all noticed that just wasn’t a practical use of our time so we had to learn to rely on each other’s expertise. We are always reflecting on our decision-making process, how can our next step forward be better, more encompassing of the concept and group vision.

If we would pick another challenging thing, it would be striving to be sustainable. The branding team created a corporate identity for future generations which would mean we wouldn’t waste so much paper, but for a small company it’s really difficult to implement sustainability everywhere. The boundaries of time, money and minimum quantities determines how sustainable we can be with our collection.

For each department, what are some of the most rewarding aspects of the specialisation?

Paula, F&D: For us designers, it’s to see the whole collection coming together. With the sales collection, we sent our designs off to our production facilities abroad and it’s surreal to see them coming back fully made and fitting well! They’re going to be hanging in shops next season and hopefully, there will be people buying them. It’s an intense feeling to describe!

Gabriëlle, F&B: In the branding department, it’s so exciting to see things happening in real life, from the concept to the final show. One of the most amazing things to me in particular, was to see the designers and managers take our concept and apply it to shapes, dimensions and words, with a coherent vision. It’s incredible to see it grow, and to make it real.

Laura, F&M: I’m a bit more practical. If we send out tech packs to production, and everything happens without major problems, that is already a huge relief! Every time we get something back, managers need to check for problems, check for improvements and drive the process forward. Only at the show will I be able to relax!

Thank you! A new gang of students is taking over soon. #AW16 #ladieswillbeladies #individualsatamfi

A photo posted by iNDiViDUALS (@individualsatamfi) on

Do you think iNDiViDUALS is a true representation of current fashion climate?

Despite the fact we work on a highly professional level, we are a part of the HvA and this comes with pros and cons. It’s good practice to work with a real budget but there are also restrictions. But we all agree that it’s the perfect environment to put into practice your internship skills from the previous semesters, or to learn invaluable skills that can be transferred when you intern for a company.


Do you have any advice for the next Generation of iNDiViDUALS?

Be experimental. You are a student brand so you can do really exciting things. For instance, we are going to try something which hasn’t been attempted in The Netherlands just yet, so keep a lookout.

Be ready to learn. A lot. You will be exposed to way more than you can imagine. You get huge insights from the teachers and coaches, but the knowledge shared between departments and team members is particularly special.

Interview by Orla Tiffney, second-year International Fashion & Branding student.

Follow iNDiViDUALSatAMFI on Facebook and Instagram.

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]]> Runways and girl gangs http://amfi.nl/runways-and-girl-gangs-individuals/ Sun, 17 Jan 2016 19:04:20 +0000 http://amfi.nl/?p=15325 With only a few days remaining before Generation 20’s collection is unveiled, AMFI.nl sent Orla Tiffney to catch up with iNDIVIDUALS’ Lisa Hupe and Melissa Kasteleijns – to pick their […]

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With only a few days remaining before Generation 20’s collection is unveiled, AMFI.nl sent Orla Tiffney to catch up with iNDIVIDUALS’ Lisa Hupe and Melissa Kasteleijns – to pick their brains regarding content, democratisation and new directions.

Orla: From following iNDIVIDUALS’ social media teasers over the past couple of weeks, I would stab a guess that this season centres around redefining what it means to be a strong woman. How would you define this generation’s concept?

Lisa & Melissa: Pretty close! We would say that we are honing in on what femininity is at this precise moment in time. It’s a tug between things inherently female and things absolutely not defined by gender. We are communicating this in our designs through a play on stereotypes of both gender and society. We’ve branded this by telling a story of a modern girl gang, primarily through the medium of Instagram. This will all climax with the collection presentation, which is being kept very hush-hush, but we can say that it will not just be a traditional catwalk!

O: This is one of the first times that iNDIVIDUALS is not using a traditional catwalk, what is it you intend to achieve with this?

L & M: Most people don’t realise how expensive it is to actually hold a runway show, it’s thousands and thousands of euros for 3 minutes! So we discussed how to do this differently. Of course there are arguments for the traditional catwalk, how it works as method to show garments. But iNDiViDUALS is the perfect platform to experiment with these often unwritten rules. With the strong storytelling in this generation’s concept and collection, we needed more than just a couple of minutes to communicate the narrative.

iNDiViDUALS modern girl gang

iNDiViDUALS modern girl gang – AW16 G20

O: Did you have in mind the entire time that the collection would not be shown in a traditional format?

L & M: Not really, it was the result of having a big team of strong-willed branders who were determined to shake things up! We really want to make iNDiViDUALS relevant to AMFI students, insofar as trying to increase affordability. We work from the idea that iNDiViDUALS is a brand students should aspire to, making real steps to make the brand more accessible, because that is what it should be about. I guess you could say that our steps away from tradition are steps towards our peers.

O: iNDIVIDUALS is one of the programmes that runs as part of the reality school. Do you feel that the new directions are realistic and a reflection of the current fashion climate?

L & M: We suppose so, but as we said, taking a new direction for the presentation wasn’t the driving force behind the collection’s concept. It was more of an outcome. We thought about what best fits the concept, and the best way to showcase the designers’ garments in line with that. It wasn’t as simple as ‘oh other brands are doing this, let’s do it too.’

Event Manager - iNDiViDUALS G20 AW16

We’re curious about Generation 20’s unconventional approach to fashion presentation.

O: I’m almost sure that when INDIVIDUALS began, there was no such thing as a Digital Manager. Which roles are becoming more prominent as iNDIVIDUALS evolves?

L & M: This is something really dependent on each generation and what they want to achieve with their time here. For ours, we felt that a push towards generating more social media content was important, therefore the role of Digital Manager became sizeable. There really aren’t less important roles, so to speak. Each member contributes to the decisions on how are delegated at the beginning.

O: Fashion moves insanely quick. Did creating the presentation in this way help to ease any of the massive stress that people in this niche of the industry feel?

L & M: No, none at all! Without giving too much away, a lot of the same procedures have to happen. We ran away with the concept of a catwalk, therefore ending up with more work. But as everyone who attends AMFI knows, the hard work is always worth it if you truly believe in what you’re doing, which we thankfully do!

AMFI.nl wishes this generation of iNDIVIDUALS a lot of success.
A livestream of the show on 20 January 2016 at 18.20 will be hosted on Vogue.nl.

Interview by second year International Fashion & Branding student Orla Tiffney.

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Easy like Sunday morning http://amfi.nl/sunday-morning-individuals/ Sun, 13 Dec 2015 17:08:52 +0000 http://amfi.nl/?p=15241 Sunday morning, rolled out of bed and curled up on the couch with a hot black coffee in one hand and an iPhone in the other. Cocooning with your social media […]

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Sunday morning, rolled out of bed and curled up on the couch with a hot black coffee in one hand and an iPhone in the other. Cocooning with your social media and warm fuzzy feeling, there’s little else to do than be completely at peace with the moment.

‘Let yourself go, forget about expectations and find your own path’.

Eudia x iNDiViDUALS Collaboration

@Outspoken: featuring exclusive handmade hats in collaboration with Eudia.

The Cocoon’s two shades of argent grey are a soft brushed alpaca and sheep wool blend. The unisex bathrobe and quilted oversized zipper backpack also feature this delicately fleecy fabric.

Cocoon Coat Individuals - Gray Brushed Wool

Click to investigate the brushed wool texture.

The randomness of the A/W 15-16 statement print objectifies comfort. The collection of personal objects from all participating students comes back in several looks including The Blasé Blouse, the Defiant Dress and the Trouble-free Tee. Make these looks yours in lustrous washed Tencel or screen-printed silk.

INDIVIDUALS BY AMFI FW15

Final walk as shot by Team Peter Stigter.

Among the soft teals and greys are pops of mustard yellow, deep sea green and cobalt blue. The slouchy silhouettes and soft fabrics immediately trigger the need to touch and invite the wearer into a warm embrace.

Cocoon-Coat by Individuals

Wrap up and relax in the Cocoon Coat.

Bring that Sunday feeling with you wherever you go – discover iNDiViDUALS AW/15 and get immersed in comfort. See the unique pieces and items from the sales collection for yourself at Outspoken in Den Bosch or at byAMFI on the Spui in Amsterdam. Enjoy holiday savings of 25% on select items.

Missed the presentation? Watch the livestream from the INIT building in Amsterdam:

Text by International Fashion & Branding lecturer Kimberly Waldbillig.

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iNDiViDUALS about to launch S/S 16 http://amfi.nl/individuals-about-to-launch-ss-16/ Wed, 01 Jul 2015 08:22:59 +0000 http://amfi.nl/?p=14772 AMFI.nl caught up with some students making their mark on the fashion world with iNDiVIDUALS. Tonight S/S 16 will be presented on the runway. This article zooms in on the experiences of […]

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AMFI.nl caught up with some students making their mark on the fashion world with iNDiVIDUALS. Tonight S/S 16 will be presented on the runway. This article zooms in on the experiences of three Branders – Jos, Thomas and Fleur.

What’s different about this generation?

Jos: ‘There’s something more commercial about our intentions, just like the previous generation. We still produce some unique pieces, which are hand crafted and very special, but elsewhere we have focused on increasing the accessibility of the brand in terms of prices.’

Fleur: ‘iNDiViDUALS latest creation is a swimsuit which retails for €50 at byAMFI. This is definitely a milestone for our brand. Not to mention we promoted by seeking matches on Tinder – which was kind of a … thing. The campaign revolves around feeling sexy no matter what you do, so we asked people when they felt the sexiest in swimwear. We got some pretty interesting answers.’

iNDiViDUALS-swimsuit-ss15

#sexyeverywhere – swimsuit for sale at byAMFI

You’re telling me you used a dating app to promote a swimsuit?

Fleur: ‘You could say that. We’ve focused on how to strengthen our digital strategy. We’ve been more experimental with social media, doing things that other brands haven’t done. This way we create more buzz among a new target audience than you would normally see on our Facebook or Instagram pages.’

Would you say the collection is more experimental, then?

Thomas: ‘An inherent part of this brand is having the freedom to experiment. It has always been that way. Everyone here gets the chance to seek out his own boundaries, especially because it is a “student brand”. We learn to see things from a new perspective, which leads us to see new possibilities. We support each other’s decisions as a team because we took the time in the beginning to get to know each other.’

iNDiViDUALS-SS16

Can you tell me more about the concept for S/S 16?

Jos: ‘During a brainstorm we realised that although many of us AMFI students dress ‘basic’ most of the time, we do have another side. This is the creativity that’s inside of us that we don’t always show others. This is the complexity of the mind: the left and right sides, a constant battle between rational and emotional thinking. You see this back in the variety of collection silhouettes, with flowing forms and square shapes.

Artwork from Berlin-based Berta Fischer illustrating an inspiration for the collection.

Artwork from Berlin-based Berta Fischer – one source of inspiration for the S/S 16 collection.

Can you tell me about the pressure to deliver?

Fleur: ‘It’s not easy to say to your team ‘Oh, I’m not coming today’. The ball continues rolling here, we each have our own things to do. iNDiViDUALS falls under the reality school concept of AMFI which implies that the products we produce are judged by the standards of the professional fashion industry. Perhaps that’s why we all agree that although we often work from the atelier in school, it doesn’t feel like school.’

How would you describe the learning process?

Thomas: ‘You don’t go class to learn how to do things, you learn on your own initiative. It’s not a fictional budget or fictional people who you invite to become a part of your brand. Many members of the former generation are still involved and aware of what is going on. These connections mean a lot for our work.’

What would be your advice for the next generation?

Thomas-de-Grave-PR-iNDiViDUALS

Thomas rearranges the collection moodboard.

Thomas: ‘Begin with enough research into the brand. It all began back in 2006 – we could get a lot of input from this history. The brand’s relationships are still warm. You don’t have to reinvent the wheel.’

Fleur-Kalff-Digital Manager

iNDiViDUALS’ Digital Manager, Fleur.

Fleur: ‘Open up to each other. If you’re feeling too much pressure, share that with the group. Be open to letting your work be done by others.’

Jos-iNDiViDUALS-Planning Manager

Jos checks that everything’s on schedule.

Jos: ‘First and foremost, have fun. Don’t take it all so seriously. But do pay attention to the details.’

Tonight at b.Amsterdam iNDiViDUALS presents the S/S 16 collection.
Watch the livestream at 18.30 exclusively on Harper’s Bazaar NL!

Interview by Kimberly Waldbillig.

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iNDiViDUALS – the next generation of fashion professionals http://amfi.nl/individuals-next-generation-fashion-professionals/ Mon, 12 Jan 2015 11:36:10 +0000 http://amfi.nl/?p=13738 This article goes behind the scenes at iNDiViDUALS, one of AMFI’s selective programmes. Lara Jongejans of Branding and Lisa Galenkamp of Management expose what makes iNDiViDUALS not just a school […]

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This article goes behind the scenes at iNDiViDUALS, one of AMFI’s selective programmes. Lara Jongejans of Branding and Lisa Galenkamp of Management expose what makes iNDiViDUALS not just a school project, but the birthplace of the next generation of fashion professionals.

iNDiViDUALS designer pattern making

Daily basis of a designer: accurate pattern making for the new collection

Describe iNDiViDUALS as a brand in a few words:

Lisa: ‘young, innovative, fresh.’

Lara: ‘unique, diverse, vibrant. Every seasonal concept is a collective translation of the Zeitgeist.’

What was your personal motivation to join the team?

Lara: ‘Before, I had no real clue about the entire fashion cycle. Now I know how everything interacts and is linked with each other. It’s a full time job, you get home in the evening and continue thinking about it – for me that’s a sign of real passion for your work.’

Lisa: ‘My personal motivation is that iNDiViDUALS is a real brand and not a school project. I had already done my internship and specialisation, and am now able to apply the knowledge I gained there. And of course, as the team behind the brand you are free to think about taking the brand where you see it should go.’

iNDiViDUALS branding atelier

Work and brainstorming place of the Branding team in the iNDiViDUALS atelier.

Free – this sounds very tempting, particularly for designers. So, what role do the lecturers have then?

Lara: ‘The lecturers are our coaches. They give advice and support our decision-making by questioning every single detail. It’s always: ‘Why?’, especially in Branding.’

Besides answering the Why, how do each of you individually contribute?

Lara: ‘Design, Management and Branding teams each have a Process Manager who functions as the link between the departments. I’m Branding’s PM, which basically means I control the complete overview of all the work the team does. I do the overall planning but also document our meeting minutes, writing conclusions and evaluations. I have to set printing and shooting dates, and I am also responsible for archiving.

I already saw you working with CAD/CAM, Lisa, but I guess there are other duties that may sound more attractive to potential future iNDiViDUALS?

Lisa: ‘Besides what I do with patterns and virtual prototyping, I also fill the role of General Manager. Like Lara, I guide the process and oversee all the planning. I am also the Fabric Manager. I organised our trip to Paris to source new fabrics for the upcoming collection. I place the orders for fabric and materials and keep contact with all our suppliers.’

iNDiViDUALS Management

The Managers have a small office on the second floor of AMFI.

You two hold popular positions!

Lisa: ‘We have eight job descriptions for each department. It was actually clear for all of us from the beginning which role we would assume. In the instance that there are two Managers interested in the same position, they have to pitch to the team and explain what makes them the best fit for this particular job.’

Besides presenting a whole collection to the market, and being able to keep pace with the industry as a young brand, what’s your biggest challenge?

Lara: ‘Branders are always challenged to think of the atmosphere and question the identity of the brand.’

Lisa: ‘You can say that the designers always want to have something pretty, while the managers always want to know what the costs are and how long a process will take. So my challenge is motivating everyone else while still motivating myself. We are three different groups with different mindsets, but together we make up the next generation of fashion professionals.’

iNDiViDUALS students AMFI

Lara and Lisa retrieve a garment from a previous collection in the archives.

At this fashion brand, twenty-four creative minds are breaking the mould of conventional dressing. iNDiViDUALS could be your way to show off the design, management and branding skills you’ve developed during your AMFI journey. The programme lays a strong foundation for a future career and you’ll get your hands on the real fashion cycle.

Interview and text by Enni Mönkediek, second-year International Fashion & Management student.

Photography by Vanessa Huss, second-year International Fashion & Branding student.

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iNDiViDUALS goes fabric hunting in Paris http://amfi.nl/individuals-goes-fabric-hunting-paris/ Wed, 01 Oct 2014 11:23:41 +0000 http://amfi.nl/?p=13146 Generation 18 of AMFI’s own fashion brand iNDiViDUALS kicked off four weeks ago and is already busy selecting fabrics for the A/W 15-16 collection. Branding student Anna Lena Götzmann shares […]

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Generation 18 of AMFI’s own fashion brand iNDiViDUALS kicked off four weeks ago and is already busy selecting fabrics for the A/W 15-16 collection. Branding student Anna Lena Götzmann shares the team’s experience during the fabric sourcing trip to Paris.

‘When we heard about this trip we were all stoked: Paris certainly is a city always worth visiting and a fantastic source for gathering inspiration. We also knew that the trip was not going to be for pleasure but would involve serious business.

iNDiViDUALS in Paris fabric shopping - Montmartre

Ahh oui! The beautiful sights of Paris brightening up our busy days.
Photo: Lisa Zwiep

Working with the real fashion industry calendar, we only had two days to select fabrics for the A/W 15-16 collection. With our conceptual starting points for the new collection and the knowledge we gained during our fabric classes, we arrived in Paris well-prepared for two prestigious fabric fairs. Buyers from all across the globe come here to choose the fabrics for next year’s Autumn/Winter collections.

On our way into the showroom, curious what awaits us. Photo: Claire Wouters

On our way into the showroom, curious what awaits us. Photo: Claire Wouters

First we visited Première Vision, where we fell in love with the most exquisite fabrics, from beautiful silks to soft woolen fabrics. We visited Texworld the next day to complete our shopping list. Our story started becoming tangible and real as we were touching the fabrics and discussing how they fit the values behind our concept. In our negotiations with suppliers, it became clear to us that we are indeed working for a professional company; there are no shortcuts for being a student. We realised that we are all the more proud to be a part of the iNDiViDUALS brand.

iNDiViDUALS in Paris fabric shopping - Première Vision showfloor

Overwhelmed by the dimension and grandeur of Première Vision.
Photo: Lara Jongejans

We also visited several concept stores to get inspired by how other brands are communicating their stories. We were astonished by the 360° brand communication in the boutiques of Hermès, Viktor & Rolf, ACNE and Co. Furthermore, we investigated the new Autumn/Winter collections at luxury department store Le Bon Marché. We took a lot of inspiration with us and can’t wait to get started on the new collection.

The day after our return, we already finalised the fabric selection. From a multitude of fabrics we critically selected the ones that best suit our concept and fit our quality standards. The fabric sourcing trip was exhausting, yet a highlight in our career at AMFI. Mostly, it bonded us as a team – now we really feel that we are Generation 18 of iNDiViDUALS.’

Individuals in Paris - selecting fabrics after the tradeshow

No time to waste – selecting the first fabrics straight after the trade fair.
Photo: Stephanie van den Sigtenhorst

Text by fourth year International Fashion & Branding student Anna Lena Götzmann. 

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