AMFI http://amfi.nl Amsterdam Fashion Institute Mon, 19 Nov 2018 11:30:10 +0000 en-US hourly 1 Pitching a New Marketing Campaign to Converse http://amfi.nl/summer-mentorship-converse/ Mon, 05 Nov 2018 17:09:35 +0000 http://amfi.nl/?p=19767 One thing we didn’t expect from this summer was to be invited by the Vice President of Marketing Converse Europe, for a week-long mentorship with the brand. And we would […]

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One thing we didn’t expect from this summer was to be invited by the Vice President of Marketing Converse Europe, for a week-long mentorship with the brand. And we would have never believed, at the start of the school semester, we would be sitting around the table with the Converse team, discussing the communication strategy for the next quarter. Not only that but we would be invited as special guests to pitch our very own ideas for the upcoming campaign.

By Roxanne van Zanden and Kathelijn Samuels 

4Outside of the Converse headquarters in London.

We might not have expected this dream opportunity but we both felt we were suitably prepared. At the start of our specialization, we deep-dived into the semester by entering the D&AD new blood awards. These awards give you the chance to show to the creative industries what you and/or your group are capable of. Big brands such as Adidas or organisations like the WWF share a brief with a real business challenge. Winning a yellow pencil award truly marks you out as one of the best. It can be the start of your future.

 

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Exploring the origin of the Chuck.

The D&AD awards were the perfect try-out for what came further down the road of our specialization, working with actual fashion brand industry briefs. The class was divided by brief and our own challenge was; “to help reconnect the teen female in London to the Chuck Taylor, using the key communication message all the stories are true” with a mobile-first campaign. After ten weeks of brainstorming, creative thinking, designing, and editing we were finally ready with a solution. All six groups working on the Converse brief visited the HQ in July to pitch to an illustrious panel of Converse Europe team members – the VP of Marketing Adrian Fenech, Brand Director Claudia Calori and Brand Design Lead Danicha Leliveld. It was an amazing opportunity to get some very valuable feedback from professionals in the actual working field.

 

Since our campaign idea was chosen as the best solution, the VP of Marketing invited us for a week mentorship in the holidays and to share our idea to the rest of the team. This purpose of this week was to learn how a creative idea would move forward from the pitch stage. We met with every member of the Marketing team including meetings with the Head of Culture and Entertainment – Rens van Mackelenbergh, who’s in charge of influencers. As well as other inspiring team members working in communications and retail to learn how the different functions work together in order to release a campaign in the market.

 

We had to pitch again, this time to the whole Converse brand/marketing team and it was just as nerve-wracking the second time around to convince the professionals of our idea. Afterwards, we had some personal one-to-one meetings with them and received feedback from different perspectives on our concept. Since we had made a 3-minute video we were able to show our research and thoughts in a short amount of time.  With every member being an expert in a different field, the feedback was diverse and on all the angles of what you actually need to think of while creating a real-life campaign for a brand.

 

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Insights into the pitch of the campaign idea.

After the meetings, we also got the chance to attend the monthly marketing “stand –up” meeting. It was very inspiring to see the VP of Marketing explaining all the stories and strategies behind the different campaigns and to learn how the brand plans all the communication stages throughout the quarter. What was really amazing to hear in this presentation was the fact that Converse and our own idea were so aligned. So, we might actually see some of our work come to life!

And, last but not least… We got seated by the Head of Culture and Entertainment – which means that we actually got treated as if we were some very important influencers ourselves, including access to the storage room to find us some clothes and our own Chucks!

 

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Joyful after digging into the depths of the exclusive Converse storage.

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Do you want to be part of Team AMFI.nl? http://amfi.nl/want-part-team-amfi-nl/ Tue, 11 Sep 2018 15:35:44 +0000 http://amfi.nl/?p=19733 Team AMFI.nl is looking for new team members for school year 2018-2019! Would you like to develop new skills, work on real projects and increase your network at the same time? […]

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Team AMFI.nl is looking for new team members for school year 2018-2019! Would you like to develop new skills, work on real projects and increase your network at the same time? Then come join us!

 

(These positions are on a voluntary basis, specially for driven students who wish to develop themselves professionally.)

 

We are looking for:

 

HEAD OF CONTENT

 

  • Would you like (to learn how) to manage a team?
  • Would you describe yourself as a ‘grammar nazi’?
  • Would you like to improve your writing and editing skills?
  • Are you always full of ideas for interesting content?

 

Be AMFI.nl’s new Head of Content! Ideally, we’re looking for a third or fourth year student, but if you feel like you are what we’re looking for, please don’t hesitate to apply!

 

Apply to editor-in-chief Flora van den Berg with a short motivation and a link to your linkedin before the 23rd of September. Email to flora.van.den.berg@nullhva.nl.

 

Interviews will take place at the end of September.

 

HEAD OF SOCIAL

 

  • Would you like (to learn how) to manage a team?
  • Do you love social media?
  • Would you like to learn more about the strategies that are behind a successful social media account?
  • Are you great with visuals?

 

Be AMFI.nl’s new Head of Social! Ideally, we’re looking for a third or fourth year student, but if you feel like you are what we’re looking for, please don’t hesitate to apply!

 

Apply to editor-in-chief Flora van den Berg with a short motivation and a link to your linkedin before the 23rd of September. Email to flora.van.den.berg@nullhva.nl.

 

Interviews will take place at the end of September.

 

HEAD OF EVENTS

 

  • Would you like (to learn how) to manage a small team?
  • Are you interested in event organisation?
  • Do you love to see an idea come to life?
  • Are you not afraid to get your hands dirty?

 

Be AMFI.nl’s new Head of Events! Ideally, we’re looking for a third or fourth year student, but if you feel like you are what we’re looking for, please don’t hesitate to apply!

 

Apply to editor-in-chief Flora van den Berg with a short motivation and a link to your linkedin before the 23rd of September. Email to flora.van.den.berg@nullhva.nl.

 

Interviews will take place at the end of September.

 

HEAD OF MARKETING

 

  • Would you like (to learn how) to manage a small team?
  • Are you interested in the exciting world of PR and marketing?
  • Do you have a large network?
  • Do you have great people skills?

 

Be AMFI.nl’s new Head of Marketing! Ideally, we’re looking for a third or fourth year student, but if you feel like you are what we’re looking for, please don’t hesitate to apply!

 

Apply to editor-in-chief Flora van den Berg with a short motivation and a link to your linkedin before the 23rd of September. Email to flora.van.den.berg@nullhva.nl.

 

Interviews will take place at the end of September.

 

GRAPHIC DESIGNER

 

  • Do you have a keen eye for graphic design?
  • Do you know your way around the Adobe package?
  • Do you know what makes a poster or ad stand out?
  • Or would you like to dive deeper into the subject of graphic design?

 

Be one of AMFI.nl’s new graphic designers! Apply to editor-in-chief Flora van den Berg with a short motivation before the 23rd of September. Email to flora.van.den.berg@nullhva.nl.

 

Interviews will take place at the end of September.

 

EDITOR

 

  • Do you love to write?
  • Would you like to improve your writing skills?
  • Would you like to create (published) work for your portfolio?

 

Be one of AMFI.nl’s new editors! Apply to editor-in-chief Flora van den Berg with a short motivation before the 23rd of September. Email to flora.van.den.berg@nullhva.nl.

 

Interviews will take place at the end of September.

 

SOCIAL EDITOR

 

  • Are you an online native?
  • Are you (a bit) addicted to social media?
  • Would you love to learn about the strategies and algorithms that go behind a successful social media account?

 

Be one of AMFI.nl’s new social editors! Apply to editor-in-chief Flora van den Berg with a short motivation before the 23rd of September. Email to flora.van.den.berg@nullhva.nl.

 

Interviews will take place at the end of September.

 

EVENT TEAM MEMBER

 

  • Would you like to learn more about event organisation?
  • Do you love to see an idea come to life?
  • Are you not afraid to get your hands dirty?

 

Be one of AMFI.nl’s new members of the event team! Apply to editor-in-chief Flora van den Berg with a short motivation before the 23rd of September. Email to flora.van.den.berg@nullhva.nl.

 

Interviews will take place at the end of September.

 

MARKETING TEAM MEMBER

 

  • Are you interested in the exciting world of PR and marketing?
  • Do you have a large network?
  • Do you have great people skills?

 

Be one of AMFI.nl’s new members of the marketing team! Apply to editor-in-chief Flora van den Berg with a short motivation before the 23rd of September. Email to flora.van.den.berg@nullhva.nl.

 

Interviews will take place at the end of September.

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Japan Blue Group x AMFI http://amfi.nl/japan-blue-group-x-amfi/ Thu, 19 Jul 2018 13:22:53 +0000 http://amfi.nl/?p=19667 While most of you are enjoying your Summer holidays, AMFI is still going strong. Today, we had the honor to receive Katsu Manabe, his father Hisao Manabe (founder of the […]

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While most of you are enjoying your Summer holidays, AMFI is still going strong. Today, we had the honor to receive Katsu Manabe, his father Hisao Manabe (founder of the JB-group) and their PR & Design manager, Naomi Yoshimasu.
 
The Japan Blue Group is known for it’s authentic and handmade fabrics. True craftmanship is one of the core values of this company. Their business journey started with the revival of Japan Blue color-Japanese traditional ancient blue (natural indigo). They research and renew the beauty of “denim” every day. This traditional and innovative company cares for artisanal high quality and apply ultra-low-tech, very traditional manufacturing methods as well. Their products are considered “real and genuine” and acclaimed internationally.
 
In 2012, AMFI’s denim specialist Guido Kerssens visited their factory in Japan and multiple AMFI allumni are, next to other big brands, collaborating with the JB-group.
 
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From left to right: Naomi Yoshimasu, Hisao Manabe, Guido Kerssens and Katsu Manabe

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AMFI NEXT GRADUATE PROFILES – Part Two http://amfi.nl/amfi-next-graduate-profiles-part-two/ Thu, 19 Jul 2018 11:05:24 +0000 http://amfi.nl/?p=19658 Written by Elizabeth Thomas   Graduation is over! The very final step of our students AMFI career has come to an end but marks the beginning of a new chapter. […]

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Written by Elizabeth Thomas

 
Graduation is over! The very final step of our students AMFI career has come to an end but marks the beginning of a new chapter. We sat down with 6 graduates for one last time to reflect on their time here and what is to come in the future.
 
Name Marlies Reukers
 
Department Fashion & Design
 
Best AMFI experience Hypercraft! It was where my digital fascination came out and found what I really wanted to do. Possibly an even better experience would be my exchange to New Zealand.
 
Biggest reality check Being confronted with my own perfectionism. I really want to strive for the best so I put the bar high for myself which is a good and bad thing. It’s all part of the learning process for me.
 
Internship Damien Ravn, a Norwegian designer based in Antwerp. It was very focussed on technical design and pattern making. He makes these crazy constructions and I’m a really technical designer so I really wanted to learn more about it.
 
Graduation project Focussing on virtual design, Marlies created her own collection in the digital world creating everything digitally and then physically as well. ‘For me it wasn’t complete without the physical garments, I think thats the whole interesting party about translating virtual garments to physical garments. There are many things that can go wrong in that step so in the end it was like making 2 collections at the same time which was stressful but I’m very glad I did it because I learned so much in my last semester at AMFI.’
 
Looking at how to optimise comfort and implementing freedom of movement in different constructions she used only block patterns without  any side seams or shoulder seams. Instead her seams go all around the body according to the body to improve dynamics and listen to the body.
 

Plans for near future I’m going to work at PVH and I’m still developing my own work as well by entering into competitions.

Virtual render in Daz (avatar) and Clo (clothing), merged in Photoshop 1
 
Inge Tiemens - photoshoot 5

Photography by Inge Tiemans and Virtual rendering by Marlies Reukers

 


 

Name Kim Schoenmakers
 
Department Fashion & Management
 
Best AMFI experience The fact that you get so many possibilities to go on exchange and build your network internationally. AMFI also has a lot of connections with large and small brands so you really have a lot of opportunities here.
 
Biggest reality check My internship. At AMFI you learn how to implement everything but in real life you realise how needed the skills are that you have learned. The stress level in the fashion industry is pretty high so it when I received positive reactions at Adidas about how I work under pressure it clear how AMFI prepared me. What AMFI taught me and a lot of us is that you have to keep going and know how to deal with stress.
 
Internship I did my internship at Adidas working as a product developer in their outdoor department specific to sports performance. I worked a lot together with the management and design department which gave me a broad view to the possibilities within such a company like Adidas. It actually brought me to my future goal which is to do a masters to be a part of their future team who look at 5-10 year goals.
 
Graduation project Kim explored how to enhance the consumer experience in brick and mortar stores through 3D virtual garment presentation. She had the ultimate goal to digitise the fashion industry from concept to consumer (focussing on 3D/VR/AR). Starting over a year ago during the minor 3D hypercraft, Kim worked together with designer Marlies in implementing 3D virtual designs with real life consumer experiences.
 
Plans for near future I’m going to do my masters in Strategic and Innovation Management now in Groningen for 2 years, and write my thesis on Adidas with the end goal of working there.
 
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Virtual rendering by Kim Schoenmakers

 


 

Name Eva Lancere de kam
 
Department Fashion & Management
 
Best AMFI experience A collection of the inspiring excursion trips we went on to Berlin, Paris and Istanbul. My best experiences happened during the flexible program where I specialized as the General Manager of iNDiViDUALS GEN24. These international trips and experiences showed me the diversity of the fashion industry.
 
Biggest reality check The start of AMFI! I was one of the youngest students at AMFI I was always determined to study International Fashion Management and become a product developer.  As I’ve been told, success begins with two beliefs: That the future can be better than the present, and that you have the power to make it so.
 
Internship I was assistant product developer at luxury brand ROKSANDA. There I experienced the intriguing and fast pace high end fashion environment, working on collections showed during London Fashion Week.
 
Graduation project By researching 3D body scanning Eva enhances the online shopping experience. The innovation behind 3D body scanning is embedded in the way we perceive and derive body measurements. In an expanding digital world this technology is expected to develop near and farina the mid to high end fashion segment resulting in a more sustainable fashion environment, transparent and responsive customer centered approach.
 
Plans for near future I will study a masters and continue specializing in strategic management and 3D product development for luxury fashion brands and am open for suiting projects and job opportunities to put my knowledge into action.
 
DSC_0623

Eva Lancere de Kams final exposition

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AMFI NEXT GRADUATE PROFILES – Part One http://amfi.nl/amfi-next-graduate-profiles-part-one/ Thu, 19 Jul 2018 10:48:53 +0000 http://amfi.nl/?p=19647 Written by Elizabeth Thomas   Graduation is over! The very final step of our students AMFI career has come to an end but marks the beginning of a new chapter. […]

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Written by Elizabeth Thomas

 
Graduation is over! The very final step of our students AMFI career has come to an end but marks the beginning of a new chapter. We sat down with 6 graduates for one last time to reflect on their time here and what is to come in the future.
 
Name Katja Mihalova
 
Department Fashion & Branding
 
Internship I did my internship at LTH JKT LA. When I started there it was a start up company and when I left everything was up and running which was great to see.
 
Graduation project The Cool Fool Starter Pack is a creative approach on merchandising recording artist Gus Dapperton. Upon realising there was a disconnect between Gus Dapperton and his fan base, Katja developed a campaign that brings this artist to life in more ways than one. In collaboration with Goodwill and used clothing, she produced a sustainable and fashionable You’ll never want to be ordinary ever again.
 
Best AMFI experience The visual culture minor, the process of making a fashion video was really great because it’s not very often have that opportunity to mix fashion and film.
 
Biggest reality check during AMFI Embracing sleepless nights! And developing an eye for detail working up to the industry standard.
 
Plans for the near future I’m looking into working in Peru for Raymisa and further developing myself in film and as an art director.
 
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Katja Mihalovas final exposition, photography by Selwyn Evers

 


 

Name Justus Benjamin de Jong
 
Department Fashion & Branding
 
Internship I did my internship at Wink, an experimental advertisement agency and concept developer.
 
Best AMFI experience My Graduation project for sure. I enjoyed every single moment. My advice to give anyone who is about to partake in this project, is to choose something that is very near and personal to you. And also something that everyone will know so they can give their own value to the brand.
 
Biggest reality check during AMFI Don’t make things too complex, go to the core and ask yourself the question “what do I want to tell?”. You have to be careful you don’t get tunnel vision.
 
Graduation project Techstyles is a modular line extension to LEGO wear. It is designed by taking the future into consideration, focussing on generation Alpha by encouraging children to learn as they play and stimulate them to explore their own identity and style. ‘Bring a lego character to life. Nowadays children wish to be batman and superman, but with this product they can be super batman.
 
Plans for near future Pitching this research project to LEGO in Denmark!
 
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concept by Joost, photography by Christopher Pugmire

 


 

Name Layla Brizzio Brentar and Natalie Boeri van der Zee
 
Department Fashion & Design
 
Best AMFI experience Graduation! Because we got to do it together and got to do something we really wanted to do with a lot more liberty. There are no rules set for graduation as long as you make a statement and prove the relevance and your intentions. Then you have more wiggle room as long as you are convincing. It was a nice experience to do it together, it was the dream from the beginning. We got so much done together that for graduation it was a huge success and we enjoyed the process a lot. Sometimes when you’re working alone and you hit a wall you don’t know how to go further, but if you have someone else there you never really get stuck if you have that support.
 
Biggest reality check during AMFI I think right now after graduation. We’re not really students anymore, what now?
 
Internship Layla did her internship at Totem in Bali  Natali did hers at Chalayan in London
 
Graduation project A lot is a brand that develops mirrored collections out of sustainable and overstock materials. It’s starting point was sustainability viewed by a street wear approach that addresses a child of the world. The girls believe sustainability should be a given and at the core of the idea not just an extra. And that it should be cool! Though a statement on sustainability is just as important this dynamic duo wanted to make it more approachable so people could relate to it in a special way.
 
Plans for near future We’re open to new projects as a duo and working with new brands and designers and trying to find solutions to the problems they have. Sustainability is such a heavy word now for brands but we want to push forward the idea of having fun with it.
 
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Layla and Nathalies final collection, photography by Matt Parfitt

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Irene Sparreboom (Director AMFI) has left http://amfi.nl/irene-sparreboom-director-amfi-left/ Tue, 17 Jul 2018 15:04:27 +0000 http://amfi.nl/?p=19640 Irene Sparreboom, who was until recently AMFI’s ad-interim director, has moved on to her new position as (ad-interim) dean of the faculty digital media and creative industry. The process to […]

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Irene Sparreboom, who was until recently AMFI’s ad-interim director, has moved on to her new position as (ad-interim) dean of the faculty digital media and creative industry. The process to find a new, suitable director for AMFI is up and running.

If you’re curious and want to know more about the vacancy, you can find it here.

Until the perfect candidate is found, the AMFI MT will temporarily take over all tasks.

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The end of my career http://amfi.nl/the-end-of-my-career/ Tue, 17 Jul 2018 12:49:11 +0000 http://amfi.nl/?p=19625 Written by Elizabeth Thomas   This July I graduated from the Amsterdam Fashion Institute, studying in the Branding department. A little over one fifth of my life has been spent […]

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Written by Elizabeth Thomas

 

This July I graduated from the Amsterdam Fashion Institute, studying in the Branding department. A little over one fifth of my life has been spent in these halls and can be said they were best and worst of times, but nonetheless it is time to say farewell.

 

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Elizabeths final exposition of her graduation project at AMFI NEXT 2018.

 

This summer opens a new chapter in my career and closes that of my AMFI career. Navigating my way through high school in one of the smallest countries in Europe, I was told to dismiss the idea of a bachelors in fashion. I mean, what is that really? Well, it turns out it’s a lot. It literally shapes how we identify ourselves and others, but also paves the way towards a future where creativity meets innovation. These have not been the easiest 4 years of my life, but they definitely have been rewarding. As I sign off, here is my personal message to all you funky fashion hungry students out there. Be it 1st or 4th year, and everything in-between.

 

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Rejoicing in the handing of Garment Magazine with Editorial Branding minor co-ordinator Frank Jurgens and fellow student Rachel Douglas.

 

Dear intake students, breathe. At this point we’re feeling you out as much as you’re feeling us out. You got an eye for detail and a mind that won’t quit? Do you partake in heavy arts and crafts? Are you frustrated or enamoured with this billion dollar industry? Us too! Just make us believe it and we’ll go from there. And a little portfolio never hurt nobody.

 

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Content from Sponsored magazine project semester 3, art directed by Elizabeth Thomas photography by Shannon Kanhai

 

Dear anyone who knows the colour wheel, I know you have learned about primary colours in grade school but you are not above that at AMFI. No no no. You will not only master colour and form, but most importantly you will learn to disrupt the norm. Fashion and art is a language we continue to learn in this 4 year career, but you can only fail if you do not continue the learning curve. Which brings me to my next point.

 

Much like age, size and weight, I have learned to not shrink myself down to a number. Personal learning curves are more important than a sole grade. Though personal goals are great and you should always be motivated to achieve something, do not compare yourself to others, especially others grades. Instead, push yourself and really reflect on your work. What went wrong or did you do well? What can you do different next time? In the end it comes down to how you, and others view yourself as a fashion professional and in that sense the ball is always in your court.

 

Dear future graduation students, savour this moment! This was an extremely hyped up semester for a lot of stressful reasons but in hindsight it was by far the most special. It is not every day or even year that you get the final say in how a project is to be researched, concepted and executed. It’s also not every day that you get so much feedback from industry professionals and are surrounded by inspiring peers who brighten up any hallway or lecture. Those short 20 weeks are your moment to throw yourself from the AMFI nest and into the ‘real world’, where there is no quality coaching feedback moment or intercom voice telling you to leave the library at 8:30pm.

 

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Farewell AMFI!

 

This Summer I’m flying from the AMFI nest but I’m not sure where I’m landing. Just know this; I’ve got plans for in 5 years and plans for tonight.

 

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A conversation with Garment http://amfi.nl/a-conversation-with-garment/ Tue, 26 Jun 2018 08:32:11 +0000 http://amfi.nl/?p=19536 On June 22 the Garment family gathered with three industry professionals and some interesting minds to talk all about [mis]suiting. At 21:15, our dear Editor in Chief -a.k.a. talk master-, […]

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On June 22 the Garment family gathered with three industry professionals and some interesting minds to talk all about [mis]suiting. At 21:15, our dear Editor in Chief -a.k.a. talk master-, Emma-Chase Laflamme, entered the stage to open the conversation and introduced our guests.

 

A submission from the Garment editorial team. Text by Celia Marie Freiling.

 

GEORGETTE_KLEIN

 

‘I am my magazine.’ – Georgette Koning

 

Her career began as a jewelry designer and she actually never aspired to start a magazine, until she started writing. After working for fashion magazines like Vogue and L’Officiel, Georgette Koning made the step and published her own magazine: Mirror Mirror.

 

Mirror Mirror is an independent beauty magazine from Amsterdam that is mostly about images. For Georgette, beauty is the starting point in both editorial and photographic content. Instead of working for a brand, she is the brand. Her drive to create and her hunger for images is visible on every page of the magazine.

 

‘On average, people look at an image in a magazine for one second’, says Georgette. Her goal is to make it three.

 

NENA_KLEIN

 

‘Selling air?! That’s something I’m good at!’ – Nena van Veen

 

Starting as an intern at Glamour, Nena got what every girl dreams of after watching The Devil Wears Prada: a job at Vogue. After studying economics and being used to boring numbers, she became an international sales manager at the Dutch Vogue. But the fashion world turned out to be totally different from what she had expected.


Nena didn’t feel good about selling, when a magazine should be there to inspire. That was when tech giant Samsung asked her to work for them in their air conditioning business. ‘At first I was shocked, but then I thought, selling air?! That’s something I’m good at!

 

So there she was, walking into a male dominated world with her Chanel bag. ‘The way of dressing is really different at Samsung, and in the beginning I tried to adapt, but now I’m true to myself and dress the way I would also dress at Vogue’.

 

3 years ago Nena set foot into Gucci as an employee for Vogue, now they are her clients at Samsung. Yes, also luxury fashion brands need air conditioning. You could say that Nena found her very own niche in the tech industry by staying herself.

 

SOFIEGOED_KLEIN

 

‘The fashion and healthcare industry should have a conversation.’ – Sofie van der Meulen

 

Sofie was born with a rare genetic mutation that affected her growth: the bone growth disorder SEDC. Being 1.40 m, she literally misfits the fashion industry and the standardised system.

 

‘Finding clothes is a miracle, mostly I get really frustrated’, she says. Nothing fits and everything needs to be adjusted; there is a lack of inclusive fashion that takes the differences of people into consideration and Sofie is confronted with this issue every time she goes shopping.

 

It’s often forgotten that people with disabilities want to look fashionable as well. Sitting in a wheelchair, like Sofie had to for a long time, becomes part of your everyday life and thus your everyday attire. Instead of looking like a medical device, the wheelchair should express your personality as much as a dress you decide to wear.

 

‘I really think the fashion and healthcare industry should have a conversation, because they could profit from each other. It’s about connecting functionality with beauty’, said Sofie whilst wearing a short black and white dress with red sneakers – a bold statement, and we love it.

 

Our industry professionals could not have been more different from each other, yet still they all shared the same message in the end: in order to be successful you have to be yourself and that means to [mis]suit from time to time.

 

You can find more information about Garment magazine and the Fashion & Editorial Branding minor at www.garmentmagazine.com.

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Prestigious Prizes for AMFI Alumni Lisi and Sarah http://amfi.nl/prestigious-prizes-amfi-alumni-lisi-sarah/ Wed, 09 May 2018 09:17:30 +0000 http://amfi.nl/?p=19463 During the Hyères International Festival of Fashion and Photography, not one, but two AMFI alumni were rewarded with a prestigious prize. The festival is, since the business for several designers […]

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During the Hyères International Festival of Fashion and Photography, not one, but two AMFI alumni were rewarded with a prestigious prize. The festival is, since the business for several designers attending became booming, one of those “must visits” for the fashion industry. Some even say that what the Cannes Film Festival is for the movie industry, Hyères is for those who can count themselves as the best of the best within the fashion fields.

 

The contest became even more important – for the Dutchies at least – when Victor & Rolf were praised for their collection and received an award. But Hyères is not only an important contest for all who want to make it in fashion, it’s also one of the oldest festivals where fashion is the main topic. The first edition took place in 1985 and ever since, the main goal of the Festival is to encourage young (and old!) creatives to show their unique vision on fashion and the world in general!

 

 

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This year, the prize of the City of Hyères, or better known as the Hyères audience award, went to “our own” Sarah Bruylant for her 19th century pointillist inspired collection with gracious, bright but big balloon-shaped dresses.

 

The Première Vision Grand Prize, went to designer duo BOTTER, or separately known as Rushemy Botter and Lisi Herrebrugh. You might recognize the name Lisi Herrebrugh, because she also is an AMFI alumni. BOTTER’s menswear collection was inspired by the mutual heritage of Botter and Herrebrugh (Caribbean) and pointed out cultural and environmental issues poured into colorful designs with a good doses of humor. The collection was bright, innovative and styled to perfection. Please notice the nice addition of inflatable toys, fishnets and (S)hell logos for making a statement concerning climate change, global warming and other –most worrying- earth issues. Not only is this message actual and touching, the message is also very human and real. BOTTER receives, among many other prizes, 15,000 euros and is going to collaborate with Chanel’s Métiers d’Art division.

 

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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.

 

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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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