Amsterdam Fashion Week is in full swing. The Dutch fashion event, which traditionally takes place at the end of summer, is gaining increasing popularity in the industry. “We want to gain individuality,” explains Danie Bles, creative director of Amsterdam Fashion Week.
In recent years, fashion week has found its own rhythm. “We want to show what we have in the Netherlands, and that includes a lot of young talent and, quite coincidentally, a lot of people who are committed to upcycling,” Bles told me over the phone. The program is full of young talents and designers who deal with sustainability and innovation.
Amsterdam Fashion Week has taken different forms in recent years. In September 2018, for example, the shows were all held in the same place, while now they are spread all over the city. Among the concepts the owners were still toying with in 2020 was “AFW Studio”. Back then, fashion week also took place in March. “We only did that once,” explains Bles. “It was a small, impromptu release. Then we realized that while it’s a lot of fun, we prefer a big, longer event. So once a year, four days, instead of twice two days.”
Amsterdam Fashion Week relies on uniqueness for further growth
Amsterdam Fashion Week is held without any subsidy from the city of Amsterdam. “The city administration does not see us as a cultural institution. We also don’t have any major sponsors either.” Rather, fashion week enters into partnerships that fund the event, but want to make this collaboration as easy as possible for everyone involved. “How can we integrate them as well as possible without working with large advertising banners?” For example, Wella and Mac Cosmetics have been cooperation partners for several years and take over the organization of the hair and make-up for the shows, but also the Shoe brand Steve Madden has been a partner in the past. The September issue features a collaboration between Steve Madden and designer Ronald van der Kemp.
Money from the partnerships goes back to the designers who attend fashion week, but Bles admits that not all shows can be 100 percent funded by Amsterdam Fashion Week. “Sometimes designers or brands still have to contribute, but we try to raise funds in the most creative way possible and support designers where we can.”
Bles also sees the fact that there isn’t a large overall promotion for fashion week as something positive. “You really have to build it from your creativity and gut feeling,” she says. This creativity is also important for the participating designers. “To each his own. Everyone should be able to show where and how they want.” The program of this year’s edition is therefore filled with presentations, performances, traditional shows and various parties. However, with the exception of The Hub, all events are invitation-only.
“We don’t aspire to be like Paris, Milan or New York. It’s often perceived that way, but we don’t want to become that, and we simply aren’t. We should be proud of exactly what we are. We are the springboard for new, sustainable talent”. Bles still sees the uniqueness of fashion week as a growth factor. “I think you always have to look to tomorrow and always look ahead. We live in a time where creative input and originality are in high demand,” she emphasizes. “Fashion should always be celebrated. It is a creative process and for me that is the most beautiful thing there is.”
This translated post previously appeared on FashionUnited.nl