AMFI open day: Lotte and Maud talk about their studies
Those considering a degree in fashion can visit the Amsterdam Fashion Institute (AMFI), part of the Amsterdam University of Applied Sciences (AUAS), this Saturday, November 7. During the open day, prospective students will meet current students and lecturers from the Fashion & Textile Technologies programme. Within this programme, students specialise in one of three pathways: Management, Design or Branding. Two students share why they chose AMFI.
From garment construction to brand building
Lotte (22) is enrolled in the international Fashion & Branding pathway. Her interest in fashion began at an early age. Following a vocational fashion course focused on design, which largely took place at home during the Covid-19 pandemic, she opted to study International Business. Yet, fashion remained a constant thread. “Whenever I could choose my own topic for an assignment, I always did something related to fashion. I could not completely let it go.”
At AMFI, she did not have to learn garment construction all over again, instead delving into the commercial and creative facets of the industry. The international environment also appealed to her. “I chose Branding, which centres on brand identity, communications and target demographics.”
In her first year, Lotte conceptualised a brand focused on the self-image of young girls, complete with a brand book and market positioning strategy. This year, she is working on an existing denim label: Levi’s. “How do you ensure you develop something innovative while remaining true to the Levi’s DNA?” She considers this creative freedom one of the most rewarding aspects of the course. “The most important element is being able to substantiate the rationale behind your decisions.”
According to Lotte, prior experience is not a prerequisite. “Even if you have no background in marketing or design, you can easily transition into the programme.” However, a strong command of English is essential, as she shares a classroom with students of various nationalities. In the future, she aspires to work in fashion journalism. “I would like to pursue a career in fashion and media, for instance at a publication such as Vogue.” Her advice to those who are undecided: “If you are unsure whether it is the right fit for you, attend an open day.”
Commercial and creative
Following her vocational qualification in Fashion & Design, Maud Opheij (21) made a conscious decision not to pursue a purely design-led route. Instead, she was curious about the commercial side of the sector and the behind-the-scenes operations of a fashion business. She found this combination in the Fashion & Management pathway. Opheij is now in her fourth and final year.
According to Opheij, prospective students sometimes hesitate to choose the management pathway, assuming it lacks creativity. “Fashion & Management is certainly creative, albeit from a commercial perspective.” She cites a project in which students developed an apparel collection for Dyson, a non-fashion company primarily known for hairdryers and vacuum cleaners. “We analysed the business and its core brand values, subsequently translating them into a clothing collection. That requires both creative and commercial acumen.”
The business side is also covered extensively. For instance, students analysed an apparel brand that had been operating at a loss for years, reviewing annual reports among other data to compile a strategic advisory report. Many assignments are conducted in groups. “You learn to collaborate with a diverse range of people,” says Opheij. “As lecturers point out, in the corporate world, you do not get to choose your colleagues either.”
Given the broad scope of the degree, students gradually discover which area appeals to them most. Opheij completed the Hypercraft minor last year and is currently undertaking an internship at Labfresh, focusing on production and product development. Her advice to prospective students: “Simply liking clothes is not enough. You must have a genuine interest in the entire supply chain and the wider fashion industry.”
Attend an open day
Would you like to find out more about Fashion & Management? Then why not visit an AMFI open day on 7 November or 9 December? During the open day, you can get a feel for the atmosphere and meet the students and lecturers on the Fashion & Textile Technologies programme at AMFI. Discover the open days.