On the occasion of Paris Fashion Week, AMFI’s brand iNDiViDUALS collaborated with Lidewij Edelkoort to create a pop-up shop at the headquarters of trend watching’s grande dame in Paris. We, three former iNDiViDUALS students, travelled to the fashion capital of France to set up the pop-up shop and represent the brand.
We started our week with packing the ROOTS, DUALS and ELEMENT collections together with the current iNDiViDUALS Management team. All three of us are busy graduating this semester, but when you are asked to go to Paris for Lidewij Edelkoort, you can’t really say no. After some time of being out of the iNDiViDUALS programme, it was nice to be back again for a moment.
After a long road trip we arrived in Paris where we spent 2 hours looking for a place to park our van; too high for almost every parking garage in the area. An interesting way to discover the city, to say the least. Luckily, the Trend Union team helped installing the wooden racks that were especially created for the pop-up store, which saved us a lot of time. After finishing the presentation of the collections however, the racks started bending under the pressure of the clothing. An emergency call to the carpenter assured us that everything was safe and we were good to go. And so the doors opened and the Parisian guests were welcomed to the world of iNDiViDUALS.
The reactions to the concept of the iNDiViDUALS programme and the collections were great. Everyone was really enthusiastic about the fact that AMFI initiated such a unique programme and was impressed with the quality of the collections. We sold quite a few pieces during the opening soiree. Being there that night and sharing the stories of all three collections first hand made everyone quite excited about the pieces.
The pop-up store was open during Paris Fashion Week, which was a great opportunity to tell the story of the brand. The three collections together make up a triptych of stories and presenting them as such in Paris felt like a deserved conclusion to this chapter in the iNDiViDUALS narrative.
Text by Erik Pulles, photos by Mandy Bos, Erik Pulles and Anoeck de Vries.