On the occasion of the 750th anniversary of the city of Amsterdam, the A10 motorway was closed to the free festival “Op de Ring” on Saturday. A historical moment: According to the city administration, the A10 has never been car -free since its completion in 1990. The event attracted around 200,000 visitors: inside. The Amsterdam Fashion Week (AFW) took the opportunity for a fashion show on the ring motorway.
AfW owner Danie Bles emphasized in a press release that the goal of the show was to open up opportunities for young talents. Established designers: inside like Borre Akkersdijk (Byborre), Guillaume Philibert (Filling Pieces) and Renée van Wijngaarden (1/off Paris) were brought together with aspiring designers: inside. These included Armia Yousefi (Joonam), Emma van Engelen (Bhumi Clothing), Vince Reece Hale, Jannah Erdracht and River Moojen. Sixty handmade couture pieces were presented on the highway.
Fashion for everyone
The AfW fashion show detached from the traditional commercial aspects of the fashion industry. The first row was not with a buyer: inside, press representative: inside and influencer: occupied on the inside. Above all, ‘normal people’ seemed to sit in the audience. Even visitors: Inside without a ticket found their way to the event – some climbed over the barriers. “Will that really change the world?” Asked someone loudly. Obviously no: e fashion lover: in.
Denim as a thread
The first models entered the catwalk with a number of denim looks. This was not a surprise because Sponsor Levi’s designer had made remaining stocks available to Denim inside.
The most striking collection came from Joonam. The label combined clear silhouettes with Levi’s heir. The result was an upcycling collection full of historical denim references. “The Needle Jacket had to stay the needle jacket. The 501 is iconic. I worked with it respectfully,” said Yousefi Fashionunited afterwards. Although Joonam shows a collection in Paris next month, Amsterdam remains important. “Freedom and creativity here are unique,” says Yousefi.
Symbols of the city
What kind of city is Amsterdam? Of course that of Ajax. But also from denim, freedom and the iconic three crosses. These symbols were reflected in the handmade designs on the catwalk. A model ran with a belt over the catwalk on which the characteristic narrow houses could be seen. One of the best -known models, Jackson Rumajin, the “mother of the night”, was wearing a chain with a portrait of former mayor Eberhard van der Laan.
One of the strongest looks of the evening came from designer River Moojen. He sent a model with a long train with three Amsterdam crosses over the catwalk.
“Fashion is primarily a fairy tale”
It was striking that the audience pointed little attention to the clothes during the final, but was carried away by the festive feeling. The models ran laughing over the 75 -meter -long catwalk, accompanied by Amsterdam music such as “Geef Mij Maar Amsterdam” by Johnny Jordaan. A strong visual statement. A celebration by Amsterdam, which is reminiscent of the thesis of fashion professor José Teunissen: “Fashion is primarily a fairy tale and only then clothes.”
The future of Amsterdam fashion
Subsequently, textile designer Borre Akkersdijk, who had worked with Joonam, emphasized the importance of investments in local talents: “Amsterdam is bursting with creativity. Many designers: Due to a lack of support, if we hold them here, Amsterdam can become the fashion capital of Europe.”
“We may not be Paris, but we have something unique. Today’s show was open to everyone. You don’t see that anywhere else. We just do it. Because that’s what makes us,” added Guillaume Philibert, founder of Filling Pieces.
With music by DJ Joost van Bellen, the party continued even after the fashion show. What remains is a strong picture: a motorway full of rebel: inside, dreams and talents. If this is the future of Amsterdam fashion, the world can dress warmly.
Editor’s note: This article was edited on June 23 at 5:23 p.m. Originally, it was said that the AfW show was the first fashion show that ever took place on a highway. This is wrong. On the same day, Diversity Fashion Week also organized a fashion show on the ring motorway.
This article was used with digital tools translated.
Fashionunited uses artificial intelligence to accelerate the translation of articles and improve the end result. They help us make the international reporting of fashionunited a German -speaking readership quickly and comprehensively accessible. Articles that have been translated using AI-based tools are read and carefully edited by our editor: Correcting inside before they are published. If you have any questions or comments, please contact me by email to [email protected]