AMFI http://amfi.nl Amsterdam Fashion Institute Wed, 29 Mar 2017 13:33:53 +0000 en-US hourly 1 IFFTI 2017 opening talk – Combining the old with the new http://amfi.nl/iffti-2017-opening-talk-combining-old-new/ Wed, 29 Mar 2017 13:13:03 +0000 http://amfi.nl/?p=17409 AMFI is the 2017 host of IFFTI, the annual conference of leading fashion schools worldwide. The theme of this year is ‘Breaking the rules’ and AMFI students are reporting on events. […]

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AMFI is the 2017 host of IFFTI, the annual conference of leading fashion schools worldwide. The theme of this year is ‘Breaking the rules’ and AMFI students are reporting on events. First & second year Management students Hannah Galloway and Roanne de Kluizenaar were present at the opening lecture of Bianca du Mortier, the costume curator at The Rijksmuseum.

 

Bianca du Mortier on stage during her lecture at the auditorium of Rijksmuseum

Bianca du Mortier on stage during her lecture at the auditorium of Rijksmuseum.

The first day of IFFTI was held at the Rijksmuseum Amsterdam, so it made sense that Bianca du Mortier, costume curator at the museum since 1980, was the opening speaker. Bianca led the audience elegantly through the relationship between fashion and costume throughout history and its importance today.

She explained how the costume collection took off in 1878 when the Dutch participation at the World Exhibition in Paris was an exhibition of regional costumes and scenes from daily lives. At that time ‘national identity’ was a defining theme for countries and cultures and when the costumes and the mannequins came back to Amsterdam it was decided that they should be conserved in the museum. Thus, the costume collection at The Rijksmuseum was born. Bianca led us through the history of curating costumes at the museum which was an interesting story of the technical challenges of costume conservation and battles for museum space.

It is also the history of the passion of an individual, the draftswoman and embroiderer J.H. Derkinderen-Besier, who was hired by the museum and applied her knowledge to the care of the costumes. She played an important role in costume history as she was very interested in the technical aspects of clothing conservation writing two books on the subject, Spelevaart der Mode and Mode-Metamorphosen. Her books reveal technical details of costumes from the past and are still valuable for today’s fashion professional.

 

Homepage of the online treasure of Dutch costume & fashion history, modemuz.nl

Homepage of the online treasure of Dutch costume & fashion history, modemuze.nl

 

Likewise the passion of a group of costume curators in The Netherlands led to creating a platform that unites costumes from various museums around the country in the form of ModeMuze (“fashion muse”) which offers unconditional access to all kinds of costumes and accessories all over the country, for lovers of fashion and history. It is still growing today as more museums participate.

Bianca du Mortier stated that the recognition of costume history is important in relation to a full comprehension of the changes within fashion and clothes with the body as the central theme.  In achieving a strong future for fashion we need embrace the new while cherishing the old.

 

Want to enjoy the history of Dutch costume & fashion? Make your own login at modemuze.nl

 

Cover of Fashion DNA, a magazine-like catalogue from 2006 - one of the succesfull projects by Bianca du Mortier and her team.

 

 

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IFFTI 2017: meeting the guests http://amfi.nl/iffti-2017-meeting-guests/ Wed, 29 Mar 2017 08:57:38 +0000 http://amfi.nl/?p=17446 AMFI is the 2017 host of  IFFTI, the annual conference of leading fashion schools worldwide. The theme of this year is ‘Breaking the rules’ and AMFI students are reporting on […]

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AMFI is the 2017 host of  IFFTI, the annual conference of leading fashion schools worldwide. The theme of this year is ‘Breaking the rules’ and AMFI students are reporting on events. During the breaks First year Branding students  Hildward Werleman and Emma Smit mingled to meet some of the guests.

Philip Clarke - Middlesex University London: "I hope to meet a different set of people that work in a similar field of education, see their perception on innovation and new ideas regarding the technique or method we teach as well as the content we teach our students." Ginette Chittick - Diploma Program Leader La Salle College of Art Singapore: "I’m here to listen to the papers to build my confidence in the research area. To learn from other people, meet new interesting academics in the same field." Luidmila Abutalipova - Kazan National Research and Technological University Russia: “I’m the vice rector for Student affairs and social work, doctor of engineering, director of institute of light industry, Fashion and Design as well as chair of department of fashion & technology.   So I am enthusiastic to see how science innovation and fashion come together!” Maaike Feitsma - Teacher at AMFI Amsterdam Fashion Institute: "I’m looking forward to the mix of inspiring locations and new perspectives, and to meeting friends. The communications, speakers, and the vision is great. So my expectations are high and I'm looking forward to it all." Tom Clulee - Principal Lecturer and Course Leader in fashion and technology textiles at University of Portsmith, England: "We recently got accepted to join IFFTI and I’m really excited to explore new possibilities. The most important thing as an educator is get inspired." Sarah E.D. Clarke - Lecturer and Curator for Smaller Conferences in the UK: “Amsterdam is so inspiring because of its culture of recycling. There is a possibility to up-cycle people’s rubbish, mixing the old and the new elements. I’m expecting a glamorous IFFTI week filled with optimistic and high quality content!" Silvia Tolaro - Teacher of Sociology at the University of Florence: “I think one of the aims of these conferences is to obtain and collect many different approaches to fashion." Olga Batuk - Teacher at AMFI: "I believe 'Breaking the rule" is a great topic for fashion. I hope to meet new people within a very specific network and get inspired for my future projects at AMFI and my own company." Anke van den Ban - Student ArTez: "I hope to build my network and kickstart my career as a sustainable fashion consultant. I'd love to meet likeminded people that have the urge to change the world." Liam Maher - VP Global Creative Director ECCO and speaker on day 1 of IFFTI:  “My work bridges history and the new design world. So at IFFTI it is interesting to be in-between such creative minds from both areas. People wear clothing to project meaning about who they are in their community and I think it is okay that some of their choices are not popular or trendy. Concepts become interesting when they are balanced with personal choice and a sense of where one comes from. May that be from family or culture in combination with brave choices of where you see yourself in the future."

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IFFTI 2017: inspiring opening day – Liam Maher http://amfi.nl/iffti-2017-inspiring-opening-day-liam-maher/ Tue, 28 Mar 2017 19:54:44 +0000 http://amfi.nl/?p=17422 AMFI is the 2017 host of  IFFTI, the annual conference of leading fashion schools worldwide. The theme of this year is ‘Breaking the rules’ and AMFI students are reporting on […]

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AMFI is the 2017 host of  IFFTI, the annual conference of leading fashion schools worldwide. The theme of this year is ‘Breaking the rules’ and AMFI students are reporting on events. Second year student International Fashion & Branding Emma Wendt visited the thought-provoking presentation of Liam Maher in Rijksmuseum.

 

At the three-day IFFTI conference ‘Breaking the rules’  conference  influential speakers interact with students, fashion professionals and enthusiasts. Amongst these keynote speakers doay was vice president and creative director of Ecco, Liam Maher. With his captivating, intelligent and highly entertaining speech, Liam gave inspirational insight to his obligations and how they have led him to breaking fashion rules.

 

“I’m a tinker, a thief, a beggar man”, these are the first words found on Liam Maher’s LinkedIn profile. From a failed fine arts and fashion student to becoming the creative director of Ecco shoes, Liam exemplifies the all American dream. His charismatic and provoking speech today left the audience with food for thought, to say the least.

 

Liam Maher during the introduction of his presentation.

Liam Maher during the introduction of his presentation.

 

Liam begins by painting his self-portrait. It is instantly clear that he is far from the conventional fashion cliché. He does not find the word ‘fashion’ comfortable, and hates ‘industry’ even more. Hence, those words were avoided. Liam describes himself as a “meaning junkie modernist”. With an elaborate dictionary definition on the power point, he opts to explain it using ‘the modernist for dummies’ guide: “We come from back there, we come through here and end up over there”. These three life stages shaped the journey he took the audience through during the presentation. Liam strongly believes in everyone having a duty to meaning and that stories with beginnings, middles and ends help discover life’s riddles.

 

A focal of the presentation was tackling the current domination of mass production, which is the cause for mass promotion and mass identity. Liam argues that culture used to show one’s identity. “My grandfather showed me, my father showed me, my mentor showed me, and my brother showed me”. After the industrial revolution, surplus led to advertising and the holy grail of mass demand was created. People want what others have. “Nike showed me, Don Draper showed me”, this is the new norm. Brands want consumers to have identical demands thereby taking over the keys to the consumer’s identities. Liam debates how people can reclaim their natural, potent individuality. In order to achieve this he suggests a line of questioning: ‘Where do I come from? Where do I belong? Where do I hope to go?’.

 

 

Liam showing an example on how present fashion stems from an individual’s ancestry.

Present fashion always stems from an individual’s ancestry; Liam showed quite a few  examples on that.

 

Liam firmly asserts that community, culture, ancestry, individuals and identity are the industry, not mass production and distribution. One has to break rules in order to find a way in which the two can coexist. Multiple examples are given such as blogger, Wee Gee. Liam breaks down the blogger’s current outfit to tell his ancestry story: “The reason he looks so great is because he knows where he comes from, where he wants to go and one can feel it coming off him”. Meaning should be the future of style

 

The presentation ends with a stirring invitation to break rules. Liam questions the audience – mostly management and teachers of fashion schools worldwide: Where will life be headed if mass identity, celebrity culture and advertising are not the rule anymore? He assuredly clarifies with the answer that the only rule that needs to be protected is that one’s work must mean something to the consumer. The fashion professionals and their students all contribute to the individual identities of the consumers engaging with the products being made. Furthermore, as Liam explains it, “to contribute to the stories of the consumer, the fashion industry has an obligation to keep”.

The end of the presentation: Liam Maher accepting his acknowledgement gift from AMFI's Souray Bouwmans and leaving the crowd with a lot of food for thought.

The end of the presentation: Liam Maher accepting his acknowledgement gift from AMFI’s Souraya Bouwmans-Sarraf and leaving the crowd with a lot of food for thought.

All images by Emma Wendt.

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Launch iNDiViDUALS S/S17 – first mission accomplished! http://amfi.nl/launch-individuals-ss17-first-mission-accomplished/ Mon, 27 Mar 2017 10:02:47 +0000 http://amfi.nl/?p=17385 Two weeks ago iNDiViDUALS celebrated the new S/S17 collection in a true AMFI spirit – a launch party that attracted many young creatives from Amsterdam’s fashion scene. We evaluated with […]

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Two weeks ago iNDiViDUALS celebrated the new S/S17 collection in a true AMFI spirit – a launch party that attracted many young creatives from Amsterdam’s fashion scene. We evaluated with Branding student and Event Manager Rumen Rachev.

 

Interview by Roy Doron. Photos by Geesje Remijnse.

 

Now eleven years ago AMFI initiated the Reality School program iNDiViDUALS, a platform for fashion creativity and a specialization program for third and fourth year students to experience real-time fashion industry demands. All tasks and responsibilities are run by students from the Design, Management and Branding departments. Fusing these three departments makes for the successful formula of the brand. As students are part of the brand for only one season (and so one study semester), the brand is a collective of creative minds that always changes. A new generation takes over the work of a previous generations, but also adds a new collection to the brand. That way a student always works on three collections: one collection that is on sale, the production of the collection that was presented on the catwalk last and the development of a new collection. The brand aims to achieve a balance between creative and commercially appealing; between creative sustainable freedom and economic value. Now that iNDiViDUALS is turning 21, the brand has officially grown up and has become a great creative platform for AMFI students.

Ruben (far left) busy on the last preparations right before the opening of the lanch party.

Rumen (left) busy on the last preparations right before the opening of the lanch party.

Working with the brand for two months already, what was your main activity so far?

“As the Event Manager of the current generation, my first priority was to get familiar with the spirit of the S/S 17 collection and translate the concept into an retail experience for guests and customers to enjoy for ten weeks at the byAMFI Statement Store.  The end result is a great collaboration between the teams of both iNDiViDUALS and byAMFI. I realised during the process is that team work really brings out the best of people! It was a challenge, since we are always working two seasons ahead, however we are presenting a collection, created by a generation of students before us. It’s an interesting switch that requires flexibility, but it was all a pleasurable and enjoyable process.”

The S/S17 collection on the sales rack in the byAMFI store.

The S/S17 collection on the sales rack in the byAMFI store.

Can you share with us the story of the S/S 17 collection that is now on sale in byAMFI?

“The concept of this iNDiViDUALS collection spins around the idea that you don’t need to scream in order to be heard. In such uncertain political times and aggressive approach, iNDiViDUALS wanted to showcase a silent manifesto, proving that being thoughtful has a bigger impact than being unnecessarily loud.

What was very interesting for me while I was going through the brand books of the collection was the fact that a lot of their research conclusions actually turned real, as for instance Trump getting elected. It is a scary fact, but it definitely tells something about our research skills if we look positively on that.”

What did you like personally about this  collection? 

“Apart from falling in love with the idea behind the collection, the subtle colour scheme is very thought through. The black clothes as well as the long pieces are very androgynous. The black jacket is my personal favourite. “

Ruben's favourite is on this rack!

Rumen’s favourite is on this rack.

What does it take to create such an event in a short period of time? How did your last days look?

“It’s a tricky business as I call it, since this is the first event we as a generation encountered. We are still in awe; very excited about joining iNDiViDUALS and all of sudden we had just a few weeks to organize such an elaborate event. Team work and clear communication turned out to be essential! Luckily for me as an event manager I had the best team members that really helped execute our ideas.  we had a seamless work flow towards the end result. Surprisingly the last days appeared to be the most relaxed ones, since everything was organized on time and each detail was already on its place.”

Excellent turn up! A fashionable bustle at the entrance to the store.

Excellent turn up! A fashionable bustle at the entrance to the store.

I recognize many fashion students here, what do you think attracted all of them to come for the launch?

“Besides the inspiring collection you mean? Well I guess it is because AMFI people stay together, which is a very special and positive thing at this school. We help each other and I really felt supported during the event. I think for everyone who wants to join iNDiViDUALS it is essential to attend our events, because it gives a good idea of what will be expected of you later on.”

Are you happy as well?

“My personal goal as an Event Manager and an AMFI student was to create an event that entertains and excites people. Based on the positive feedback I got from our guests I couldn’t be happier! Besides it being an exciting launch for iNDiViDUALS, this event was a very good start for our generation as well. And I promise there will be exciting and fabulous events to come this semester!”

The Event Manager and two of his friend and fellow studentf: Hannah Woods, Sanne Nooitgedagt and Rumen Rachev (left to right).

The Event Manager and two of his friend and fellow students: Hannah Woods, Sanne Nooitgedagt and Rumen Rachev (left to right).

Missed the opening? The latest iNDiViDUALS presentation is for nine more weeks on display (and on sale!) in the by AMFI Statement Store. You can see  the full S/S17 on the catwalk here:

www.individualsatamfi.nl

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1st Year Design Excursion: not another Tripadvisor story http://amfi.nl/1st-year-design-excursion-not-another-tripadvisor-story/ Tue, 21 Mar 2017 14:56:24 +0000 http://amfi.nl/?p=17367 As part of the creation of a new fashion concept, Amfi’s 1st year students of Design were sent to the mesmerizing city of London. It was about observing and absorbing […]

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As part of the creation of a new fashion concept, Amfi’s 1st year students of Design were sent to the mesmerizing city of London. It was about observing and absorbing the different lifestyles, strolling down the city in the sake of research.

 

Photos: Floortje Mantel (1st year Fashion & Design). Interview: Ella Possek (2nd year International Fashion & Branding).

 

intro2

 

I was lucky enough to get a glimpse into Floortje’s camera, which revealed a quite frenetic lifestyle. Although fashion is everywhere in this enormous city, jumping from place to place came to be as the least inspiring form of exploration. What did turn out to be exhilarating though, were the less glamorous areas of the city, when sitting in an underground oil tank turned to be much more inspiring than visiting yet another posh Chanel store.

 

“In London I sensed a constant battle between the past and the present. The industrial character of the Bankside Power Station’s brickwork harmonized perfectly with the high tech optical effects, designed and 3D printed by Jean-Pierre Yvaral, as seen at the Tate.”

“In London I sensed a constant battle between the past and the present. The industrial character of the Bankside Power Station’s brickwork harmonized perfectly with the high tech optical effects, designed and 3D printed by Jean-Pierre Yvaral, as seen at the Tate.”

 

“To me these images reflect London people in their sheerest — structured and open. People tend to be walking sensor platforms, yet the atmosphere is still highly open minded. For the residents of Neo Bankside though this openness got a bit too much, as tourists are continuously taking pictures of their flats, peeking and interrupting their privacy.”

“To me these images reflect London people in their sheerest — structured and open. People tend to be walking sensor platforms, yet the atmosphere is still highly open minded. For the residents of Neo Bankside though this openness got a bit too much, as tourists are continuously taking pictures of their flats, peeking and interrupting their privacy.”

 

“What really strikes me was how conservative England still is. In order for queen Elisabeth to easily pass by roads were shut - leading to us being late for our WGSN lecture! And still, even this inconvenient situation turned to be strikingly inspiring; I started noticing things that rebel against the centuries-old order of sumptuary luxe. Rei Kawakubo’s ‘Naked Kings’ collection at Dover street, for example, expressed perfectly the hassle caused by the queen. The transparency and pageantry in East London’s architecture as well showed how matters are deeper than the material they are made of.”

“What really strikes me was how conservative England still is. In order for queen Elisabeth to easily pass by roads were shut – leading to us being late for our WGSN lecture! And still, even this inconvenient situation turned to be strikingly inspiring; I started noticing things that rebel against the centuries-old order of sumptuary luxe. Rei Kawakubo’s ‘Naked Kings’ collection at Dover street, for example, expressed perfectly the hassle caused by the queen. The transparency and pageantry in East London’s architecture as well showed how matters are deeper than the material they are made of.”

 

“These tanks, based underneath the Bankside building, were reconstructed into an underground dream-like space. While maintaining their industrial rawness, Wolfgang Tillmans transformed these huge spaces into a trippy, interactive installation, wherein music and fragments come together to make a statement. Atmosphere was defined by techno tracks with highly vague and humorous lyrics, which were at the same time very politically critical. These lyrics sum up perfectly my London experiences: ´With this apple appliance, you can capture a live video, still motion pictures shot at high frequency; blurring the line between still and motion.’ You see, this is the thing… In fashion you’re allowed to have fun and still get your message across.”

“These tanks, based underneath the Bankside building, were reconstructed into an underground dream-like space. While maintaining their industrial rawness, Wolfgang Tillmans transformed these huge spaces into a trippy, interactive installation, wherein music and fragments come together to make a statement. Atmosphere was defined by techno tracks with highly vague and humorous lyrics, which were at the same time very politically critical. These lyrics sum up perfectly my London experiences: ´With this apple appliance, you can capture a live video, still motion pictures shot at high frequency; blurring the line between still and motion.’
You see, this is the thing… In fashion you’re allowed to have fun and still get your message across.”

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First year at AMFI: balancing school & leisure http://amfi.nl/first-year-amfi-balancing-school-leisure/ Fri, 17 Mar 2017 11:45:55 +0000 http://amfi.nl/?p=17355 The first semester has come to a finale and newest generation of AMFI students dove into their first specialised semester. We sat down again with Kilian Vos, who told us […]

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The first semester has come to a finale and newest generation of AMFI students dove into their first specialised semester. We sat down again with Kilian Vos, who told us about her struggles and creative development.

 

Student: Kilian Vos
Department: Fashion & Branding
Interview: Emma Wendt

 

Now that the 1st semester at AMFI is behind you, how would you compare your initial expectations to how it actually was?

“Before I started at AMFI I already knew some people there. They told me that the first semester would be pretty intense, so I expected that I had to put in a lot of effort to keep up. Visiting as many museums as possible and looking at various magazines so that one’s research is more comprehensive. During the semester the deadlines were indeed pretty intense. But when you keep up with your work, you also have some spare time left to do other things, not related to AMFI. Overall, it did live up to my expectations. The ambiance and people are great. AMFI always is a lot of work, but you’re in it together with your fellow classmates, so you can relate and help one another.”

 

Kilian Vos striking a pose inside the entrance hall of the AMFI building,

Kilian striking a pose inside the entrance hall of the AMFI building.

 

During the last interview you said you were most proud of your Prototype, has this changed and if so, what is your new favourite product?

“I am still most proud of my Prototype, because I learned a lot in a short period of time  and I put a lot of work and effort into it. Working with a sewing machine was very nerve wrecking and frustrating. Especially when I had stitched something wrong and had to pull the seam out. Therefore this project was very de-motivating for me, but I am proud of myself for pushing through. Although it certainly wasn’t my favourite project, I learned a lot of interesting sewing basics.”

 

It nearly drove her crazy, but now a pride product: Killian’s prototype.

It nearly drove her crazy, but now it is a pride product: Kilian’s prototype.

 

What was your best project and what did it teach you about yourself? 

“I received the highest mark for my Inspiration Book – which was a well-needed boost that gave me back motivation after struggling with the prototype. It felt nice to have been acknowledged for my work. This project wasn’t as hard as the Prototype. If you like something, it just comes naturally to work competently. I managed to make the Inspiration Book personal whilst still following the requirements of the assignment. My research was broad which gave me the chance to really explore my own personal interests concerning fashion, design, architecture and other sources of inspiration. During this project, I learned to use and present my individual interests in a professional way.”

 

Did your working method change throughout the semester?

“I learned to be more productive, because I found that you solely have to work efficiently if you want to meet the deadline. It is sometimes hard to be constantly motivated. Usually at the beginning of a project I’m always really enthusiastic. This slowly fades when the deadline gets closer as I feel the need to research more. I often get stressed when the submission date is near, but at the same time the stress helps me work more productively.”

 

Killian’s organised process book during style research.

Kilian’s organised process book during style research.

 

What has helped you throughout the semester? Any tips for a future student?

“I try to establish a well-organized working plan. During deadline week, I make a list of everything that I still have to do per day. This gives me a good overview and helps me to divide my time. I can be a chaotic person, so I need something to stabilise my mind. Besides being organized, I also try to keep a healthy balance between my social and university life. It feels so nice to take the time meeting with friends over the weekends, outside of Amsterdam. Getting away from AMFI and the people who study there gives me a new perspective on the world. That is always inspirational.”

 

You can read the previous interview with Killian here:

Getting to know the product – part 2

 

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First year at AMFI: it feels like family http://amfi.nl/first-year-amfi-feels-like-family/ Thu, 09 Mar 2017 07:09:06 +0000 http://amfi.nl/?p=17342 The first year Amfi students made it through their first semester! We sat down for a little talk with Lea Wilbrand and asked her to give us a glimpse behind […]

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The first year Amfi students made it through their first semester! We sat down for a little talk with Lea Wilbrand and asked her to give us a glimpse behind her scenes. She looks back at the previous months, the changes she made, the struggles she faced and what she learned the most.

 

Student: Lea Wilbrand
Department: International Fashion & Management 
Interview: Celia Marie Freiling

Now that the 1st semester at AMFI is behind you, how would you compare your initial expectations to how it actually was?
“During the Open Day I talked to students about what AMFI would be like, so I already expected that it would be a lot of work. This turned out to be true. And I was curious how ‘the fashion student’ would be like. Turns out everyone is very helpful and it is so inspiring to walk down the corridor, because everyone is so individual in his or her appearance. AMFI feels like a little family now, as you always meet someone in the building you can have a chat with.”

 

Lea shows us what our beautiful library has to offer.

Lea shows us what our beautiful library has to offer.

 

In our previous talk you said that you struggled with doing research. Does this still bother you or did you overcome it?
“When we talked the last time I did the project Style Research where I really struggled with the research because I really wanted to rush forward and make the actual Style Concept. The Prototype project was basically three weeks of doing constant research on techniques, designs and finishes. Then I definitely improved it because I realised: if you do good research the outcome of your work will be so much better.”

 

Loving research: Process Book analysis of color, shape and material.

Loving research: Process Book analysis of color, shape and material.

 

What is the thing you are most proud of so far?
“I’m most proud of the first project, Inspiration Book. It was fun to look in the offline world for all kinds of inspiration.  I learned so much about what is going on in fields of art, photography, fashion, technology and architecture. Reading books and magazines, going to museums and taking my own photos helped me to create a coherent and inspiring story in the end.”

 

Did your working method change throughout the semester? In which way?
 “I learned to organize myself. During the first project I felt time pressure before the deadline and had to pull an all-nighter. Along the way my time management got better because I constantly kept on working every day.  I also learned that it is very important to ask for feedback during the workshops from the teachers and other students. When you are stuck they will give you another perspective to look at your work.”

 

A glimpse into Lea’s favorite project, the Inspiration Book.

A glimpse into Lea’s favorite project, the Inspiration Book.

What has helped you throughout the semester? Any tips for future students?
“Be focused on what you need to do. It is easy to stress out because of rumours what is expected, but read the manual carefully and you will be fine. Don’t be shy to ask the teachers for their opinion. They are all really open and helpful. So my big tips: Be open, be focused and don’t forget to have fun!”

 

 

You can read the first interview with Lea here:

Learning to experiment part 2

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First year at AMFI: open your mind for change http://amfi.nl/first-year-amfi-open-mind-change/ Tue, 07 Mar 2017 17:51:20 +0000 http://amfi.nl/?p=17329 The first semester at AMFI is now in the past for Sophie Hemler, student Fashion & Management. She takes a moment to reflect and shares her new vision on the […]

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The first semester at AMFI is now in the past for Sophie Hemler, student Fashion & Management. She takes a moment to reflect and shares her new vision on the studies and on herself as a fashion student.


Student: Sophie Hemler
Department: International Fashion & Management 
Interview: Roy Doron

 

Now that the first six months at AMFI are behind you, how would you compare your initial expectations to how it actually was so far?

“I had quite high expectations before studying at AMFI, because I was really impressed by all the projects I’ve seen at the Open Day and by all the stories I heard from AMFI students. I was really glad that in my first semester I got a broad picture about the fashion industry. So far it was really intense workwise, but I was prepared for that and I am glad to say that I learned a lot. My expectations of the school were definitely fulfilled.”

 

In our previous talk you said: “I learned how to focus on an assignment under the very intense time pressure”. Did you feel the months that followed were intense as well?

“Yes, the last few months were intense as well, but I learned to structure myself a bit better and I will keep on improving that in the second semester. I found out that an agenda or to-do list can be really helpful to have an overview on the workload.”

 

Sophie sewing her conceptual prototype garment as the last phase of the project.

Sophie sewing her conceptual prototype garment as the last phase of the project.

 

Did you develop new ways to keep producing quality products within short deadlines?

“I made everything in time, set priorities and learned how to deal with short deadlines which I expect to come back to me in my future career.”

 

What are you most proud since you started at AMFI?

“I am really proud of my Prototype. Never before I had I sewn a garment, so I experienced a total new area. I also had no knowledge about working with a sewing machine, but I learned quickly how to use it. All management students keep on sewing in the second semester because it is part of the programme (shirt and collection for a non-fashion brand), but I also found my passion for it! I started to sew in my own free time as well.”

Prototype development from her process book.

Prototype development from her process book.

 

In which way did your working method change?

“Honestly, my work method did not change in general. I am a really neat and clean person, therefore all my process books are really organized and structured. I try to keep up this attitude for my future projects. One thing I learned is that I need to be a bit more flexible and work with my feelings and intensions, less focusing on facts and figures only. You need to be careful not to develop a tunnel vision that narrows your creativity, because as a fashion professional you have to be open for change. You always have to try something new or take a risk, to create something really unique.”

 

 Garment design, a new passion discovered!

Garment design, a new passion discovered!

 

Have you got any tips for a future student?

“I got a big one: remember not to give up! If you have the dedication, it will always work out for you. Think positive, even if you sometimes find yourself stressed and lost.”

 

Read the previous interview with Sophie here!

Discovering the engine of fashion – part 1

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First year at AMFI: dare to ask for feedback http://amfi.nl/first-year-amfi-dare-ask-feedback/ Fri, 03 Mar 2017 10:02:16 +0000 http://amfi.nl/?p=17315 As a new semester at AMFI begins and the first years students can put a thrilling semester behind them. The first months at AMFI always contain new personal realizations, and […]

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As a new semester at AMFI begins and the first years students can put a thrilling semester behind them. The first months at AMFI always contain new personal realizations, and International Fashion & Management student Yennhi Le did experience the ups and downs of the process. We are back for a chat with her about her new insights.

 

Student: Yennhi Le
Department: Int. Fashion & Management
Interview: Roy Doron

 

It is nice to meet up with you again Yennhi!  Now that the 1st semester at AMFI is behind you, how would you compare your initial expectations to how it actually was so far?

“I prepared myself for the first semester by doing online research, visiting the open days and consulting with students, so I knew that it is going to be intense and challenging, but also rewarding. Now I can say that these words describe exactly how I experienced the first semester, meaning the study environment definitely met my expectations.”

 

What are you most proud of within your AMFI career so far?

“Personally, I’m allured by the learning skills which are later practical professionally outside of AMFI. Realizing that I can now sew my own designed garments is a fulfilling thought, knowing that during the coming years, I will develop myself even more in this area of expertise.”

 

Yennhi working at the AMFI sewing-room, where she spent many hours during the first semester.

Yennhi working at the AMFI sewing-room, where she spent many hours during the first semester.

 

In our last talk, you told me about your previous business studies and stated that already the first project at AMFI made you “discover a creative part” in yourself. Do you feel you this development continued?

“Yes, absolutely! During the projects Prototype and Style Research I developed a number of skills, such as my Photoshop skills, sewing and drawing. This was a first-timer for me, but I got to learn a lot in a short period.”

 

In which way did your working method change?

“In the first two weeks of the prototype project you research two techniques of how to shape a garment: gathering and pleating. I discovered that there are two styles that I like. One that is simple and minimalistic,  the other being complete opposite. I tried to find the style that fits me the best by developing my research and trying out several designs. Instead of fixing myself on one style I know and by that going ‘safe’, I was open to research the differences and only then make my final choice.”

 

One of Yennhi's garment prototype designs.

One of Yennhi’s garment prototype designs.

 

What has helped you throughout the first semester?

“During the first projects there were a lot of times that I was wandering off the subject. Those moments are the perfect time to ask for feedback from your teachers and other fellow students, before going back to working in your own style and methods.”

 

Prototype research development taken from her Process Book.

Prototype research development taken from her Process Book.

 

Have you got any tips for a future student?

“Remember that when you ask for feedback, you allow yourself to take a little distance from your project for a moment. This could give you new insights and a solid direction to how to continue and develop your product efficiently.”

 

Here you can read the previous interview with Yennhi:

Discovering the engine of fashion – part 2

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First year at AMFI: into the flow http://amfi.nl/first-year-amfi-flow/ Wed, 01 Mar 2017 12:13:30 +0000 http://amfi.nl/?p=17294 As a new semester at AMFI begins and the first years students can put a thrilling semester behind them. We interviewed them again and asked if the first semester on […]

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As a new semester at AMFI begins and the first years students can put a thrilling semester behind them. We interviewed them again and asked if the first semester on a creative school was as tough as they thought it would be. Or were they able to spread their wings and take off?

 

Student: Emilija Juskaite
Department: Fashion & Management
Interview: Hannah Purner

After six months at  AMFI, how would you compare your initial expectations to how it actually was?

“At the beginning of the semester I started with the project Style Research and it was a lot more work than I had expected. Of course coming back from summer vacation, I just had to get used to the workload. For the following projects I felt a lot more prepared and learned how to manage my time. Everything was just as expected. Even better I would say! I gained a lot of knowledge that was new to me and also perfected my other previous skills.”

Emi_Portrait2

Emilija in one of the best rooms at AMFI – the beautiful library in the basement.

 

What are you most proud of and what did it teach you about yourself?

“I was most proud of my Inspiration Book.  I learned a lot about myself during this project. I got to learn a lot about art, design, technical innovations and much more as I discovered a lot of new sources, such as independent magazines, websites and exhibitions. It was a very active project, that made me gain a lot of useful information for the future. The Inspiration Book taught me how I can relate information and inspiration from various resources to fashion. The project was a lot of fun and very interesting to do. And I love physically making things, so creating my own book was also a very nice way to express myself.”

Emi_InspirationBook

One of Emilija’s favorite spreads of her Inspiration book, 3-d materials and images in perfect harmony.

 

Did your working method change throughout the semester?

“Yes, it did. I became a lot more organized and learned how to manage my time quite well. How to have everything done in time and produce good quality work that I am happy with.”

 

You said in the previous interview “Everything we do here benefits your own development and so our future in the fashion industry”. What developments did you make so far?

“What I really liked from the beginning of the second semester of Fashion & Management is that we are also learning a lot about design. We have to draw and create garments, which gives us a big insight on how designers work. Next to that we also learn to draw garment a very technical way. I think this gives us the opportunity to understand other professions and have a broader knowledge on the whole fashion industry.”

Emi3

Technical drawings on a spread of Emilija’s current Process Book

 

If you had to give a tip to a future student: what helped you throughout the first semester?

“Looking back it was great that I was in a good class, where it was easy to ask for help and opinion. Everyone was being honest and no competition was felt. Also I feel like most of the teachers are very helpful and positive about us having good projects and putting a lot of effort into them. A tip would be to ask for help (even if you feel like you don’t need it), because sometimes other people understand things differently and that can open your eyes!”

 

Read the previous interview with Emilija here:

Getting to know the product- part 1

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