From August 31st to September 3rd, 2022, Amsterdam Fashion Week took place, featuring a lineup of runway shows, exhibitions, performances, parties, panels, and events.
Since I was living in Amsterdam for my internship with Iris van Herpen, I wanted to make the most of the weekend and attend some events on September 3rd.
Here is a look at how my day unfolded!
2:30 PM – 3:00 PM: Viktor & Rolf Pop-Up Store
The Dutch label, created by designer duo Viktor Horsting and Rolf Snoeren, is one of the country’s leading fashion houses. The two designers met in the early 1990s while studying in Arnhem, and today they regularly show their collections in Paris.
The pop-up store turned out to be quite small, which meant the selection was rather limited. Nevertheless, the visual merchandising was definitely worth seeing, and the Fashion Week vibe was fully there!
Für mehr Informationen und Bilder über das Label ist der Artikel über die aus dem Jahr 2024 lesenswert!
For more information and photos of the label, the article on their 2024 exhibition at the Kunsthalle München is well worth a read!
3:30 PM – 4:30 PM: TikTok Beats & Drinks Event by ELLE
This event featured an array of smaller brands that, unfortunately, showcased a very homogenous aesthetic and offered few surprises. On the plus side, there were drinks, snacks, and great music. While the atmosphere was a bit too much about ‘seeing and being seen,’ it was still an interesting experience that fit perfectly with the Fashion Week crowd.
5:00 PM – 5:30 PM: Natan Couture Show
The House of Natan was founded in 1930 by Paul Natan. In the 1980s, Edouard Vermeulen took over the business and continues to lead the company today. The label gained particular renown for dressing royal families, most notably the Belgian monarchy.
The brand has been part of Amsterdam Fashion Week since 2019. During my master’s studies, I was taught marketing by the brand’s Head of Marketing and Communication, who kindly granted me access to the show upon request.
Compared to the fashion weeks in Berlin, Paris, and Milan, Amsterdam brought its own completely unique vibe. I would like to extend my gratitude to everyone involved for granting me yet another truly unique opportunity.