During the 27th edition of the Amsterdam Mercedes-Benz Fashion Week, the municipality of Amsterdam, organized a ‘circular fashion’ show, performed by six alumni of the Gerrit Rietveld Academy and the Amsterdam Fashion Institute (AMFI).
They were coached by Hans Ubbink (Designer), Niels Klavers and Peter Leferink.
On Sunday, July 16th, their final results were shown during Mercedes-Benz Fashion Week.
All six have used their personal inspiration to create their various personal collections.
For example, the Britt Beider ladies’ collection is characterized by male clothing items that are translated into female silhouettes and shapes. Sarah Mayer was inspired by the current climate change and with her collection she aimed at transforming her clothes into something new and useful. Arielle Van der Vaart, symbolized strength. These personal ideas and way of working also applied to the other three designers, Marije Seijn, Vita Stasiukynaite and Tijme Veldt.
The circular fashion show was the kick off of the umbrella campaign;
‘Amsterdam maakt er wat van’ in which creating a clean Amsterdam plays the leading role.
This not only applies to the fashion industry but also in the music and food industry, which will be presented in other aspects of the campaign.