The 16th generation of iNDiViDUALS seeks a fresh start with their A/W 14-15 collection. Both brand strategy and collection will differ from everything we thought we knew about AMFI’s in-house fashion label. We spoke to students Lisa van der Hulst and Aniek Smetsers of the iNDiViDUALS Branding team.
On the second floor of the AMFI building, 24 students, each with their own specific knowledge and expertise, are busy contributing their own chapter to the iNDiViDUALS fashion story. Apparently, the changes will be bigger than usual this year, since a new branding strategy has been developed from scratch. ‘We decided to create our own PR opportunities, because we wanted to take charge of every single component of the brand’, explains Lisa. As the PR-Manager of iNDiViDUALS, she is currently working on the communication of the brand to the outside world. ‘Furthermore Amsterdam Fashion Week won’t be our show platform this year, we will create an independent runway show to present the collection.’
‘Don’t you think it’s a shame that hardly any AMFI student was ever able to visit the iNDiViDUALS show at Fashion Week?, asks Aniek, who is responsible for visual and digital management. The keyword of the new concept is accessibility. Lisa explains: ‘We are already lending items to professional stylists, but also to students for AMFI related projects, so everyone can enjoy the presence of iNDiViDUALS. Also the new street-style column on Facebook shows that there are real people out there wearing our clothes.’
No whisperings of iNDiViDUALS its changes, can rain on their parade. ‘We actually benefit from that! Now we can have a comeback without even being away’, they laugh.’ The two Branders are also aware that the coming weeks until the final show in January will be crazy busy. The whole team has to be ready when the S/S14BY21 collection is launched in the by AMFI store on the 8th of January, when Designers finish the last unique items for the show and when photo shoots need to be arranged to create a Look Book. The invitations for the grand finale will be sent out soon, leaving us more curious than ever, wondering what iNDiViDUALS will surprise us with this time.
Text: Fenja Flormann, 2nd year student International Fashion & Branding. All photos made by iNDiViDUALS.