Specialisations/Minors – AMFI http://amfi.nl Amsterdam Fashion Institute Tue, 17 Jul 2018 15:04:27 +0000 en-US hourly 1 Hong Kong Diaries #1: Sarah Slingsby http://amfi.nl/hong-kong-diaries-1-sarah-slingsby/ Mon, 07 May 2018 18:43:15 +0000 http://amfi.nl/?p=19456 In our Hong Kong diaries we’ll meet three Fashion & Management students during their specialisation semester in Hong Kong & China. Here, they’ll write about their time spent abroad, share […]

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In our Hong Kong diaries we’ll meet three Fashion & Management students during their specialisation semester in Hong Kong & China. Here, they’ll write about their time spent abroad, share some tips and knowledge about the Hong Kong culture and the specialisation itself. This week International Fashion & Management student Sarah Slingsby (21 years old) talks about her first month in Hong Kong.

 

Article by third year Fashion & Branding student An-Sofie Vandecruys.

 

Why did you choose for the specialisation ‘International Production’?

When I applied for AMFI I already saw the possibility of going to China within the flexible program, and I immediately thought of this as a great opportunity. I find Chinese culture and its art very inspiring, and visiting this country would give me so much life experience. However, I wasn’t sure at that time what I wanted to specialize in later, so I just kept it in the very back of my mind. When I realised during the second year that I wanted to focus on production, I thought this specialisation would be a once in a lifetime chance and an opportunity I should grab with both hands.

 

Management students in Hong Kong

The management students in Hong Kong.

 

What did you do in the first phase of the specialisation?

The specialisation starts off with three weeks of preparation at AMFI, including a one-week WRAP course, presentations on both a Chinese topic and the company you are placed at, and Chinese Mandarin lessons. After this there is one week of transfer to Hong Kong. Here you will start off with four weeks of Chinese language & culture classes at PolyU before starting at your company.

 

How is studying at the PolyU?

The campus is beautiful – however a bit confusing in the beginning – and has great facilities. Our teachers at the PolyU are master students who want to become Chinese Mandarin teachers for foreigners. It is great that while you learn a lot from them, they also learn a lot from you. Both from an educational point of view, as well as personally and culturally. The classes are quite serious in China; you can not be late, eat in class or lack participation. However, the teachers are incredibly nice and love to talk to you about their favourite restaurants in Hong Kong, their hometowns and where to go shopping.

 

meeting local people

Meeting the locals.

 

What do you do in class?

The classes are mainly from 09:30 – 12:20 and always start with reviewing the previous class, then learning new grammar and words and end with a drill (which means speaking the words over and over again until we pronounce them right). Once a week we have culture classes on food, music, drama and fashion. We also visit a museum twice. There is no homework, except reviewing previous and following classes, so there is enough free time to explore the city. There are three tests in total, which do require some studying, but the teachers prepare you very well, so there is absolutely no need to stress about this.

 

What are the main differences between AMFI and the PolyU?

The biggest difference for me is how the Chinese handle time. 5 minutes before the start of class we would have to start Whatsapping our classmates where they are and you would need a good reason to be late or miss class. Also, the classes always end right on the exact minute. We would repeat words until class is officially over, never too early. I would say that AMFI is more relaxed, informal and chaotic. I feel like the PolyU is very well structured.

 

How is Hong Kong?

I am enjoying myself immensely in this city! AMFI prepared us really well on the culture and how to behave in school and at work, which made the so-called “culture shock” easy. The city is mesmerizing and there is so much to see and do. I have been hiking in the mountains, visiting temples, tanning at the beach, going up in skyscrapers, experiencing nightlife and surrounding myself along thousands of (often slow walking) Hong Kongese people everyday. I had to get used to the massive amount of people around me all the time and the typical “Chinese smell” as we all call it here, which is hard to get used to. Walking along the food stands you will smell and see crazy things, like chicken feet and all kinds of (alive!) fishes you can choose to eat. Everyday I see crazy stuff, but I really love it, because it is such a different world here and I still can’t believe I get to experience it for myself. Overall, I found it quite easy to settle down in Hong Kong; transport is super easy and convenient, all signs are in English, most people also speak English and I never feel alone with all my AMFI peeps around me.

 

Crab

Plenty of alive seafood to choose from.

 

Why would you recommend people to do this specialisation?

Don’t do it because you want to learn the Chinese language; it is really, really difficult and hard to make progress in such a short amount of time. However, it is great to know the basics and be able to say some basic sentences to impress people. I think the Chinese lessons are great, because you get to learn from Chinese students who are around the same age as you, which makes the differences in culture very clear and super interesting. The most important part of this specialisation is yet to come though: working at a fashion company in Hong Kong or China and writing a research and advice report for them. I will be working at Perfect Moment, a luxury ski-, surf- and activewear brand, which has their production and sourcing office in Hong Kong. I will have four visits to factories in China and will be able to see the production process with my own eyes in the country where 80% of all clothing production takes place. It is a great opportunity if you would like to work in production, because China is a leading country in fashion production, and working here will teach you a lot about communicating and cooperating within such a different culture. When else will you get the luxury of someone (in this case AMFI, thanks Annet, Jan and Eva!) arranging a company in China for you where you will be able to gain work experience, do relevant research and make you see the inside of factories with your own eyes?! And all of this while exploring an amazing city together with 13 other AMFI students?! For me, the first month has already been a time of my life I will never forget.

 

If you want to know more, or have any questions; always feel free to contact me! – Sarah

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Snap together for animals http://amfi.nl/snap-together-animals-2/ Wed, 08 Nov 2017 14:16:52 +0000 http://amfi.nl/?p=18926 Third year Fashion & Branding students Violette van den Berg and Aron Meier won the ‘New Blood’ Award at D&AD (Global Association for Creative Advertising & Design Awards) with a campaign for […]

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Third year Fashion & Branding students Violette van den Berg and Aron Meier won the ‘New Blood’ Award at D&AD (Global Association for Creative Advertising & Design Awards) with a campaign for the NGO brand and anti- fur organization – ‘Resepect for Animals’. Their campaign is feautred on the Trend Tablet website.

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Watch the promo video here:
 

 

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Snap Together for Animals http://amfi.nl/snap-together-animals/ Fri, 30 Jun 2017 07:26:26 +0000 http://amfi.nl/?p=18330 How do you make a generation with a 3-second attention span care about an issue far removed from their daily life? We met up with Violette van den Berg and […]

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How do you make a generation with a 3-second attention span care about an issue far removed from their daily life? We met up with Violette van den Berg and Aron Meier, 3rd year Branding students and winners of the 2017 ‘New Blood’ award at D&AD (Global Association for Creative Advertising & Design Awards) with a campaign for the NGO brand and anti- fur organization – ‘Resepect for Animals’.

 

Article by Tesa Pavic (2nd year Int. Fashion & Management) and Roy Doron (2nd year Int. Fashion & Branding).
Violette & Aron (Photography: Tesa Pavic)

Violette & Aron on the stairways we all know very well (Photography: Tesa Pavic).

This July AMFI is celebrating the students creative execution as the different pencil awards of 2017 will be handed to the winners. Just before the ceremony begins they share with us the story of their successful campaign.

Starting as a part of the Brands & Identity specialisation the campaign was developed under the coaching of Jo Watson, Casimir Morreau & Pepe Villaverde. They helped us create an idea which elevates our own work into something better. It was a great opportunity, Violette explains.

The aim of Aron and Violette was to change people minds by creating a contemporary campaign so they can think differently about fur. It’s really just about questioning the perception of people on a certain subject.” Aron points out: “We choose this brief (out of 16 options) as it was the most linked to fashion – meaning we could have a relevant perspective in comparison to other candidates. As fashion has a long history with fur, we thought it would be interesting for us to tap into that subject and explore why people wear fur.”

Since 1962 the D&AD Pencil has represented the very best in design and advertising

Since 1962 the D&AD Pencil has represented the very best in design and advertising

As most of the D&AD applicants come from advertising or communication schools, by choosing this brief they created a competitive advantage with their fashion culture and experience. “I think it really allowed us to think out of the box. Branding pushes you to develop a long story and think in a certain way. Advertising students think differently in a more disruptive way of creating ideas. They have to create a lot of them to have a really good one.”

Violette elaborates: “It is not visual, you do not put things together which look beautiful. You write 150 different posts-its and you stare at them for hours. You to talk many people and try to understand the psychology and motivation behind people’s actions. You try to understand the social media ecosystem, how people interact with each other, what motivates them.”

"Our opportunity lies in those who still make up their mind: the always-connected Generation Z"

“Our opportunity lies in those who still make up their mind: the always-connected Generation-Z.”

When asked about the aim of their campaign and the target audience, Aron explains that “the campaign is aiming to change the behavior of people by using online tactics. We understood that you can’t really change the mind of someone who has been wearing fur for a long time. For example, if they have been wearing fur for thirty years they must have a close relationship with fur because it is such a sentimental garment. So we thought whose mind can we change? The future generation – Generation-Z”.

The choice for Snapchat as their communication tool seemed obvious, as Violette explains: “Generation-Z’s favorite app is Snapchat so we looked at the platform and we discovered the filters. A lot of them have fur animals. Users put dogs, foxes and rabbits on their faces but they never think about the fact that these animals are killed for fur.”

"We remove digital representations of animals, like the Snapchat lenses, to show the young generation that real animals are in urgent need of their help."

“We remove digital representations of animals, like the Snapchat lenses, to show the young generation that real animals are in urgent need of their help.”

In today’s digital era, there are probably more people that interact with these animals through Snapchat, rather than in real life. Aron and Violette found the opportunity in the apps visual presentation to engage with their target audience. “With the time that we had I think we did the best that we could. Of course after a project you think we could have done things differently, like the storytelling of the video for example, but overall we are very proud of the final product.

"We disrupt their use of social media by creating a frustration" - 'Snap Together for Animals'

“We disrupt their use of social media by creating a frustration” – ‘Snap Together for Animals’

Yearly people from all over the world send in their submission(s),  following only 18 of them to recieve an award. With another AMFI group that won, Lara Wagner & Eleonora Kalabokas, AMFI is slowly but surely becoming a yearly must-watch competitor at the D&AD!

 

"We disrupt their use of social media by creating a frustration" - 'Snap Together for Animals'

“We disrupt their use of social media by creating a frustration” – ‘Snap Together for Animals’

 

To watch their really inspiring video, visit the campaign page on the D&AD website.

 

 

 

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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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