This week iNDiViDUALS successfully opened the 18th edition of Amsterdam Fashion Week at the Gashouder in Amsterdam. A packed venue of 1,200 guests from the Dutch and International fashion industry gathered to view the collection debut of ELEMENT A/W 13-14. The combination of Hi-Tec materials with natural wool, a dark colour palette with chrome highlights and outstanding headpieces formed a coherent and unique atmosphere on the catwalk. It was also the first time iNDiViDUALS designed shoes and jewelry for the collection.
To give AMFI students, staff and alumni the opportunity to see the collection at the same time as it was presented on the catwalk, a live stream event was organised at the Westerunie, the venue opposite to the Gashouder. Rosiane Kuijper, Fashion & Branding student of iNDiViDUALS: “For the last few months we have been focusing on how to raise brand awareness. The collection ELEMENT is one overall statement saying: This is iNDiViDUALS. It’s about the brand, not just the collection. The live stream was a great chance for the brand to show its collection to many more people than it otherwise could.”
The public reactions to the streaming were very positive, curiosity and pride were sensed and the collection was well accepted. Saskia Fell, AMFI student: “The atmosphere was great, you could really feel the AMFI community. Everyone felt proud to be a part of such a big and successful event. The collection is a refreshing shock, especially the headpieces. I could not take my eyes off the screen.”
The entire day the team of iNDiViDUALS students was working backstage to prepare for the catwalk show and the live stream event. The Management students were busy with the fitting of the outfits, the Designers were dressing the models and the Branding students were responsible for the production of the live stream event and handling the press. The students who are starting with the iNDiViDUALS programme this coming week also helped out backstage; this way they got a pretty good idea of all the hectic that comes along with organising a catwalk show. More stress than opening a show at Amsterdam Fashion Week is hard to imagine.
Text & photographs by Irena Krajnc, 2nd year student International Fashion & Branding; catwalk photographs by Peter Stigter.