AMFI http://amfi.nl Amsterdam Fashion Institute Thu, 13 Jul 2017 06:55:26 +0000 en-US hourly 1 Graduate Carolina Bammert ready to leave the AMFI nest http://amfi.nl/graduate-carolina-bammert-ready-leave-amfi-nest/ Thu, 13 Jul 2017 06:55:26 +0000 http://amfi.nl/?p=18485 The 12th edition of the annual AMFI graduation event Fashion Transit showcased a wide variety of designs and installations – the graduation work of 150 Designers, Branders and Managers. We met […]

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The 12th edition of the annual AMFI graduation event Fashion Transit showcased a wide variety of designs and installations – the graduation work of 150 Designers, Branders and Managers. We met with one of our talented Fashion Managers, Carolina Bammert. She reflected on her time at AMFI and looked forward to things ahead.

 

Interview by Annika Langhammer, First Year International Fashion & Management

 

Carolina Bammert, International Fashion & Management Graduate AMFI

Carolina Bammert freshly graduated the International Fashion & Management course at AMFI.

 

You just successfully graduated Amfi with Cum Laude – Congratulations! Looking back, what will you never forget from your time at Amfi?

“I think that is quite a hard question! Amfi offered us a lot of opportunities – for me the chance to go abroad probably remains the highlight. I did my minor in Toronto, Canada and my Specialization in China. I got to attend a language course in Hong Kong before I worked for a Dutch private label company in Guangzhou. It was interesting and eye opening, as I gained an insight into the production process.”

Four years later… What was your most memorable moment?

“Thanks to Amfi I was able to collect many memorable moments and achievements during the last four years. I really liked the trip to Istanbul in the second year. It was such an amazing experience because it was the first time that I saw what really happens until the product is finished. I got to learn how production works and it definitely helped me understand where the product ‘clothing’ comes from.

 

Factory visit in Guangzhou, China

Factory visit in Guangzhou, China

 

If you consider Amfi’s influence, how did your perspective of the fashion industry change?

“Honestly, I don’t think it majorly changed my perception, but indeed I feel like Amfi made the fashion industry more accessible for me. What improved my knowledge was visiting factories during my International Production Specialization in China. You get to know what problems occur during production and how to solve them.”

What is your graduation project about?

“I did my graduation project in cooperation with an international widely-known sports brand. The idea for my graduation project was offered to me while working for the brand. It is about objectifying fabric hand feel, in order to make it measurable: An examination of correlations between human tactile perception and machine generated data of running shoe upper materials.”

Why is this topic so important for the fashion future and why is it  special to you?

“If this machine works properly, a respondent can be fully left out. Consequently, a lot of time and money can be saved. Also it allows a quicker development of the whole product which provides a big competitive advantage for the company.  All in all, this system can potentially tell how the consumer will perceive the fabric on the market and how successful the product will be. For me this project consisted of a lot of experimenting. I liked it because I basically invented a new approach as nobody has been out there working with the machine in the way I did.”

 

Looking back, you have been working on your final project quite some time. Was there a key learning point for you during your project? Is there any advice for future graduates to do differently?

“At Amfi it has been important to know how to structure the workload. There has always been a bit of guidance with workshops and toolshops, but with your graduation project you are basically alone. What I learned is that structure is key. I suggest to make a good plan and to not be afraid to change it along the way! Set goals weekly! Once you achieved one it is important to relax a little- your mind will thank you later!”

You just finished studying, what will be your next step? Have you already made plans?

“I will be doing a master in Innovation & Entrepreneurship either in Amsterdam or Berlin. The reason why I continue to study is mainly that at Amfi I missed some business knowledge and depth into topics I am interested in. Also I want to widen my knowledge and explore what other things are out there and combine my knowledge.

 

Read more graduate interviews here and here!

 

 

 

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Life after AMFI: Keep the momentum going http://amfi.nl/life-amfi-keep-momentum-going/ Wed, 12 Jul 2017 13:52:31 +0000 http://amfi.nl/?p=18503 Graduation is over! The very final semester of an AMFI student has come to an end and we sat down with graduate Travis for one last time. While Travis finalized […]

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Graduation is over! The very final semester of an AMFI student has come to an end and we sat down with graduate Travis for one last time. While Travis finalized his presentation for Transit, where he exhibited last Friday, we spoke about his AMFI career and his goals after.

Article by Blanca Heise, 2nd year Int. Fashion & Branding.

How did the final exams go?

“Really, really well. I got a 9.5, so I can’t complain. We set everything up in the morning and came back after a few hours to give a short pitch and answer questions from the exam team. The pitch was not about what the assessors already had seen, but about the background of the project and how it came about. I talked about my life at AMFI, how it started and how I have grown in many ways. In my first year, I made Boytoy, an openly gay brand, which was about me, the gay man. My graduation brand Q is about something much bigger than ‘just me’. It was nice to have Jo Watson, a mentor of mine throughout AMFI be one of my coaches and final assessors. For this reason, the questions being asked were personal and the feedback was detailed. From the feedback, they made it clear that they felt I had grown both professionally as a brander and personally as a creative.”

Travis' installation at Transit last Friday

Travis’ exhibition at Fashion Transit on July 7th.

 

 

What did you enjoy the most during these four years at AMFI?

“Discovering and developing a new part of myself. Ten years ago, I never had fashion on my radar. I came from a background in teaching, but teaching came naturally, whereas the specialisation Fashion & Branding was a completely new challenge. Throughout these years I had to push myself harder than ever before. AMFI has shaped the way I view the world and as mentioned in our 1st interview; it has given me a third eye.

What advice would you give on future AMFI students when it comes to the intense workload?

“Take everything in stride. Don’t worry about numbers and grades AND never compare yourself to others. If you get a six and you’re like ‘F*ck, why did I not get an eight?!’ then  always try to push yourself to reflect on your work. Discover what these grades represent and what you can do to make it work the next time. Dare to be daring as a teacher once told me..”

I'm here, I'm Queer and instilling fear

I’m here, I’m Queer and instilling fear

What will you miss the most about the school?

“You are constantly getting feedback whether it be from peers or the faculty. I always liked these moments, because in the real world you are not going to get that feedback. Maybe when the project is finished and then it might be too late and flops. I just appreciate this quality time with professionals, which you might take for granted during your AMFI career. Even though I like working on my own, I always enjoy having someone to bounce ideas off of and get feedback from.

I will miss my fellow students, but I also feel like in today’s world, if I ever can use their talents, they are only a Facebook message away. I have gained this mini network from graduates who are always up to help each other out. Everyone has their own unique talents and this variety makes our network even stronger.” 

How does it feel to not be a student anymore?

“It feels weird to wake up with your alarm and feel like you have to do a lot, but you don’t. There are little things to do of course, but they are not linked to AMFI anymore. They are linked to my life only. Now it’s time that I have to brand and sell myself to the real world.”

In our first interview you mentioned you would want to work for a brand or start your own. How do you see your future now?

“Still probably for a brand or advertising. Although I am picky, I am open and free to move abroad as well. I want to find different ways of approaching things and this comes from experiencing other ways of living. That is essential in branding. I want to see how other people live and how a brand can accommodate to other cultures & ideas”

And what about the future of Q?

“I know Q will not be my job right after AMFI. But I will not simply throw this concept away. I want to keep the momentum going, even though it may be slow in the beginning. I hope eventually I find investors or designers who can help me to make Q a reality.”

Do you have a tip for future graduates?

“Reflect and analyze on a personal level. Before starting on your graduation project, make a list of all your best qualities (i.e. copywriting, concepting). Then make another list of all the projects you have enjoyed the most (i.e. online campaign, denim minor). From my list I knew I wanted to do something with copywriting and queerness, because it is so personal and a passion of mine. Besides that, I enjoyed creating my own brand and brand book. Think about what could be the possible outcome of these lists. Let these ideas sink in during the research phase but also leave enough room to let new ideas and experiences come in more organically as some things just scream you to a T.”

You can find the previous graduation interviews with Travis here and here!

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The bearable absurdity of being http://amfi.nl/the-bearable-absurdity-of-being/ Tue, 11 Jul 2017 06:38:06 +0000 http://amfi.nl/?p=18429 Transit 2017, the 12th edition of the annual AMFI graduation event, showcased last Friday at The World Fashion Centre a wide variety of designs and installations – the graduation work of […]

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Transit 2017, the 12th edition of the annual AMFI graduation event, showcased last Friday at The World Fashion Centre a wide variety of designs and installations – the graduation work of 150 Designers, Branders and Managers. We met with our talented emerging designer, Cecilia Frieben, to talk about her graduation project, some AMFI memories and her next professional aims.

 

Interview by Roy Doron, 2nd year – Int. Fashion & Branding. Photography by Vanessa Huss. Modeled by Adrienne Mönkediek.

 

Tell us a bit about your graduation work. How did you develop this concept?

“My goal with my graduation project was to mingle the conceptual with the commercial and try to build a bridge to do so. The concept is inspired by the absurdity of our Zeitgeist, represented in the news – more specifically their headlines. Originally inspired by a Dadaist who only used newspaper in her collage work, I started collecting serious newspapers over weeks. Soon I realized that the bigger a headline, the less relevant the content. Isn’t this odd?! As fashion nowadays is a platform offering the freedom to make a statement also in a light and humorous way, I decided this is what I’d like to do. I collected more than 200 headlines and made a compilation of 19 different ones. A simple shirtdress with my handwriting in the details became the base of my collection. The concept resulted in 20 dresses that reveal the daily absurdity around us which we mostly do not recognize anymore.  This is my dearest project and I cannot let go off it yet because I can continue as long as newspapers feed me those absurd headlines.”

 

A real headline of a serious newspaper approached in a very light and humorous way.

A real headline of a serious newspaper approached in a very light and humorous way.

 

Looking back at your beginning at AMFI. In which ways have you grown since?

“In the beginning we were told so many times to grow a thick skin, and today I’m much more confident on a professional base, but also personally. My opinions became stronger and I stand behind what I do and say. While at AMFI I went through many ups and downs, but that helped me to further learn about myself. I can surely say I leave this school as 100% Cecilia Frieben and I think this is the most important thing.”

 

In what direction did you develop as a fashion professional?                                 

“I made a conscious decision to orientate myself on the rather commercial side of the industry. People tend to confuse the term commercial with boring, which I strongly disagree with. That is also what I tried to show with my graduation project. During the flexible program I did the Denim minor, iNDiViDUALS and an internship at a ready-to-wear brand in Paris. All three semesters made me realize the importance of the different disciplines in the industry and I grew not only as a designer, but as a team member. This link was important for my own understanding of the industry as a fashion professional.”

 

'The bearable absurdity of being' by Cecilia Frieben.

‘The bearable absurdity of being’ collection.

 

What reactions did you get at Transit?

“I was very pleased to find only few of my business cards left on the table eventually. Transit was a nice opportunity to present my work one more time. I decided to present it only in form of an installation because I wanted to present my collection in a way that people could take their own time to try and ‘read’ through my collection.”

 

What is your last impression of AMFI?

“I leave AMFI with a positive feeling. I’m glad I got the chance to realize my graduation project in a different way. I really feel very supported and pushed.  I feel prepared to work and I’m not scared to leave this place. I met some very special people at AMFI, who I will miss a lot now that we go and spread all over the world again.”

 

And now what? What is your next aim?

“I’m very eager to start right away and luckily with Transit some nice opportunities opened up, which I need to further explore and maybe they become something great. But generally speaking being part of an ambitious, creative and fun team is pretty much what I’m aiming for at the moment. I see myself working for a brand to build experience and of course pay my bills, but in some far future I could also imagine myself doing my own thing.”

Designer graduate Cecilia Frieben: "I really feel very supported and pushed by AMFI. I'm ready to start working and I’m not scared to leave school."

Designer graduate Cecilia Frieben: “I really feel very supported and pushed by AMFI. I’m ready to start working and I’m not scared to leave school.”

 

You can see photos of AMFI’s graduation event Fashion Transit here!

 

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The refreshing vibe of Transit 2017 http://amfi.nl/refreshing-vibe-transit-2017/ Mon, 10 Jul 2017 15:07:18 +0000 http://amfi.nl/?p=18449 Marking the end of the graduates AMFI career, Transit showcases the final projects of our students. We approached some of the visitors to talk about their impression of the class […]

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Marking the end of the graduates AMFI career, Transit showcases the final projects of our students. We approached some of the visitors to talk about their impression of the class of 2017.

Text and photos by Blanca Heise and Sarah Friedman (2nd year int. Fashion & Branding).
Ineke Tanis (occasional AMFI lecturer) “Walking around at Transit and seeing the result of the graduates’ blood, sweat and tears, evokes emotion. These young people have made such amazing things. Every year you can feel an refreshing vibe, a vibe I happily immerse myself in.”

Ineke Tanis (guest lecturer at AMFI): “Walking around at Transit and seeing the result of the graduates’ blood, sweat and tears, evokes emotion. These young people have made such amazing products! Every year you can feel an refreshing vibe, a vibe I happily immerse myself in.”

 

 

Annika Langhammer (first year management student) “Innovatively, the graduates apply new sustainability strategies in their projects. Their futuristic thoughts will push our industry further.”

Annika Langhammer (first yearstudent Fashion & Management): “Innovatively the graduates apply new sustainability strategies in their projects. Their futuristic thoughts will push this industry further.”

Tevin Stuurland (visitor from Amsterdam) “Transit showcases high quality work. Work that I think could be launched straight into the business. I see a lot of potential. AMFI students, who will play important parts in big businesses. Hats off to them!”

Tevin Stuurland (visitor from Amsterdam):Transit showcases high quality work. Work that I think could be launched straight into the business. I see a lot of potential AMFI students, who will play important parts in big businesses. Hats off to them!”

Olivier Franken (second year branding student) “This year’s graduation projects clearly aim to raise discussion with their political attitudes. I believe it is good that in today’s volatile and unstable society our generation of millennials does not act indifferent, but actively wants to create and earn a better future.”

Olivier Franken (second year student Fashion & Branding): “This year’s graduation projects clearly aim to raise discussion with their political attitudes. I believe it is good that in today’s volatile and unstable society our generation does not act indifferent, but actively wants to create and earn a better future.”

Gia- Tinh Lam (first year branding student at AMFI) “You can clearly see that the graduates thought about creating a holistic experience. They did not just simply present their work, but the kept ones first impression in mind as well. How people feel when they look at and navigate through the work seems to be key.”

Gia- Tinh Lam (first year  student Fashion & Branding):  “You can clearly see that the graduates thought about creating a holistic experience. They did not just simply present their work, but the kept ones first impression in mind as well. How people feel when they look at and navigate through the work seems to be key.”

Jan- Philip Kosfeld (visitor from Germany) “Being an outsider at Transit, it was unexpected to see the scientific approaches the graduates applied in their installations. They are pushing trends forward and analysing the market in depth which shows their professional level.”

Jan-Philip Kosfeld (visitor from Germany): “Being an outsider at Transit, it was unexpected to see the scientific approaches the graduates applied in their installations. They are pushing trends forward and analysing the market in depth which shows their professional level.”

Rene van de Velde (head of fashion & branding at AMFI) “This year’s Transit concept is shorter than previous years, but even though we changed it, this year has a good turnout. For me two fashion shows would have been essential since Transit is about showcasing the student’s work. I believe you should always serve the interests of the students, but also those of AMFI as a whole.”

René van de Velde (head of Fashion & Branding at AMFI): This year’s Transit has a good turnout. For me two fashion shows would have been essential since Transit is about showcasing the student’s work. I believe you should always serve the interests of the students, but also those of AMFI as a whole.”

 

 

 

 

Joachim Damus (visitor from Belgium) “I am here because one of my friends attends AMFI. She told me there was going to be an interesting event. Since I study communication it is nice to see how projects in the fashion industry get executed. What stands out to me is that every small detail is visually well- thought through; the photography, the videography, the typography. The projects are ready to launch.”

Joachim Damus (visitor from Belgium): “I am here because one of my friends attends AMFI. She told me there was going to be an interesting event. Since I study communication it is nice to see how projects in the fashion industry get executed. What stands out to me is that every small detail is visually well- thought through; the photography, the videography, the typography. All projects are ready to launch!”

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

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

 

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

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

How did you end up doing an internship at byAMFI?

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

What were your responsibilities? 

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

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

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

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

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

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

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

What were your experiences and what did you learn?

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

Party time! The launch event of Garment magazine.

Party time! The launch event of Garment magazine.

How did the store change while you were there? 

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

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

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

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

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

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

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

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

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

 

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

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AMFI Transit 2017 photos http://amfi.nl/amfi-transit-2017-photos/ Sun, 09 Jul 2017 08:59:13 +0000 http://amfi.nl/?p=18389 Friday the 7 July, 2017 we celebrated the annual graduation event AMFI Transit. Graduates from Fashion & Design,Fashion & Management and Fashion & Branding presented themselves and their graduate work to the international […]

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Friday the 7 July, 2017 we celebrated the annual graduation event AMFI Transit. Graduates from Fashion & Design,Fashion & Management and Fashion & Branding presented themselves and their graduate work to the international fashion industry, press, friends and family. Photographer Joris van Egmond documented this celebratory day.

 

Opening sign Friends & Family enter for the diploma ceremony The graduates enter the room Signing the diploma Calling the up the students one by one Installations 20170707-IMG_0517 20170707-IMG_0526 20170707-IMG_0528 The exhibition Installations 20170707-IMG_0571 20170707-IMG_0583 20170707-IMG_0598 20170707-IMG_0634 20170707-IMG_0657 20170707-IMG_0702 20170707-IMG_0232 20170707-IMG_0575 20170707-IMG_0233 20170707-IMG_0244 20170707-IMG_0722 20170707-IMG_0801 20170707-IMG_0846 Catwalk show Catwalk show Catwalk show Catwalk show Catwalk show Catwalk show Catwalk show Catwalk show 20170707-IMG_1099 20170707-IMG_1127 20170707-IMG_1144 20170707-IMG_1146 20170707-IMG_0714

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Being creative and having fun: it is just clothes! http://amfi.nl/being-creative-and-having-fun-it-is-just-clothes/ Mon, 03 Jul 2017 07:14:24 +0000 http://amfi.nl/?p=18361 Realizing the reality of the fashion world, gaining confidence and defining her own designer ID:  we met Floortje, 1st year student for design, for one final interview. Will we see […]

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Realizing the reality of the fashion world, gaining confidence and defining her own designer ID:  we met Floortje, 1st year student for design, for one final interview. Will we see her here next year?

 

Student: Floortje Mantel

Department: Fashion & Design

Interview: Ella Possek

 

Now that the 1st year is coming to an end, how is your overall feeling regarding the second semester?

“I absolutely loved it! In this semester I was finally able to apply all the skills AMFI thought me in order to actually make a collection. The semester was divided into concept phase and collection phase. Making the collection was my favorite. I love working with my hands, I love to create! And making my own garment gave me the absolute freedom in the creation.”

Floortje in the sewing room, busy with fittings for a classmate.

Floortje in the sewing room at AMFI. While the faces behind her indicate that something  about the dress is not yet perfect, Floortje shows she already manages the skills of being the perfect fitting model.

Looking back at the year and what you have learned about the fashion industry? Would you say that your attitude/opinion towards fashion has changed since last August?

“Yes, I have realized that the reality of the fashion world is actually very different than what fashion actually means to me. To me fashion is dazzling, meaningful, inspiring; when in reality most fashion is the same, pretty commercial. And God knows where it was produced and under what circumstances. As a fashion student, I can only hope that people will start caring more about how their clothes are made and realize what fast fashion is doing to the industry.”

In our last interview you said: “In fashion you’re allowed to have fun and still get your message across”. Do you still think/feel that way?

“Yes, that still defines my ‘designer ID’. My final collection was all about fun and randomness. Believe it or not but I got inspired by a melon! I wanted to make something which is recognizable, but slightly distorted. Making a statement about how we can twist the mundane instead of becoming dull in an endless routine. I designed for a persona that lives in an average mind, but has a mind that is out of control. With Melon I wanted to invite people to see the mundane in a new way.”

“With ‘Melon’ I wanted to make something recognizable but slightly distorted, making a statement about how we can twist the mundane instead of becoming dull in an endless routine”; Floortje’s final design.

Floortje also twisted the mundane in her presentation of the dress by showing it in the Amsterdam metro.

We are a year after you started studying at the Amfi, how would you say you have changed as a student / as a person?

“I am still the same impulsive, strange person that I was, but I have definitely gained confidence. You need a thick skin to study at AMFI, so believe you are great but don’t get complacent. Be creative and thoughtful, and most important: remember that in the end it is all about clothes, so don’t take it too seriously.”

“Sometimes you just gotta sit in a trippy tank in the center of London and get inspired”; The London trip as Floortje’s most memorable moment

Floortje’s most memorable moment of the last year was the trip to London and shows us what she meant by not taking it all too seriously:  “Sometimes you just gotta sit in a trippy tank in the center of London and get inspired.”

It was exciting to  follow your development throughout the first year at AMFI – I assume we will meet here again year in September?

“Definitely! I would like to keep on cultivating my creativity and my style; I want to continue studying, to prepare myself for the future. It also was lovely to chat and get to know you Ella, we should do more interviews next year!”

Read the previous interviews with Floortje here and 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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The most fashionable garden of Amsterdam! http://amfi.nl/fashionable-garden-amsterdam/ Tue, 27 Jun 2017 09:46:48 +0000 http://amfi.nl/?p=18344 Someone told us about a rooftop garden at one of the HvA buildings – part of it named the AMFI Garden. This called for an adventure discovery! We send our […]

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Someone told us about a rooftop garden at one of the HvA buildings – part of it named the AMFI Garden. This called for an adventure discovery! We send our editor Roanne de Kluizenaar on expedition to find out all about it.

 

Text  by Roanne de Kluizenaar, second year Fashion & Managment. Photos by Roanne and Maarten Terpstra.

 

My search started with finding out on which rooftop this garden is located. Packed with my google maps, binoculars and sun cream I went on the search. Maarten Terpstra was found on the rooftop at the Benno Premsela Building in a green oasis, 30 meters above the ground. Maarten is the community manager of the Knowledge Mile and opened the doors to the rooftop garden.

A beautiful green oasis 30 metres above the ground on the Benno Premsela roof. (RdK)

A beautiful green oasis 30 metres above the ground on the Benno Premsela roof. (RdK)

Maarten  told me nowhere in the area was a place for outdoor experiments and so the idea for these gardens was born.  As AMFI is full of creative people who are not afraid to experiment it only seemed logical part of the garden got a fashionable destination!

The innovative project of Celeste, Loes and Evy: growing plants to create. What a great project! sustainable dyes. (RdK)

The AMFI garden, it exists!  Growing plants to create dyes – what a great project! (RdK)

Four design students with an interest in sustainability were found: Celeste Mostert, Loes Platenkamp, Evy Paap and Annika Anaguano Żelichowska. They started working on the rooftop project that is about finding their own sustainable dyes. They are currently in the minor Textiles that has a big focus on making prints and their aim is to grow and make their own sustainable dyes.

Celeste Mostert, Loes Platenkamp, Evy Paap and Annika Anaguano Żelichowska, proudly standing in front of the blooming garden. Follow the garden on instagram! @amfi_rooftop_garden (MT)

Celeste Mostert, Loes Platenkamp, Evy Paap and Annika Anaguano Żelichowska, proudly standing in front of the blooming garden. Follow the garden on instagram! @amfi_rooftop_garden (MT)

Celeste: “We started out by experimenting in our own kitchen where we worked with products from the supermarket. This rooftop garden gives us the unique opportunity to follow the dye project from the beginning. Maarten informedus about the rooftop garden project, as a place to experiment and a way of trying to create a healthier environment around the campus.”

The rooftop garden girls taking good care of their plants in between their classes. (MT)

The rooftop garden girls taking good care of their plants in between their classes. (MT)

“He was very enthusiastic about our sustainable dye project and offered us a spot in the garden. Most plants, like for instance indigo, have to grow for year, before they are ready to use. We try to create a blooming garden and gain knowledge about dyes, which we want to pass on to other students. When we have some hours in between classes, we always pop by the garden for some gardening and relaxation as well as the beautiful view over Amsterdam.”

In case you still wonder how to get there: Take the elevator to 4th floor in the Benno Premsela Building. You can't miss the garden as it is in full bloom now! (RdK)

In case you still wonder how to get there: Take the elevator to 4th floor in the Benno Premsela Building. You can’t miss the garden as it is in full bloom now! (RdK)

This sums up the true intentions of this rooftop garden: it is a place to experiment and discover, with relaxations as a reward. In case you have research ideas that require an outside space, but no garden to actually make your dreams come true: Maarten Terpstra is open to discuss any rooftop garden experiment!

You can follow the AMFI garden on Instagram: @amfi_rooftop_garden

Do you love gardening, but have no research experiment? No worries! Volunteers are always welcome to help!

Do you love gardening, but have no research experiment? No worries! Volunteers are always welcome to help!

 

 

 

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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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