Amsterdam Rai New Location Modefabriek

Summer Collections 2004, 3 & 4 August 2003

The "Modefabriek" (the Fashion Factory) is moving to the Amsterdam RAI Centre. Over the past seven years this trade fair focussing on progressive brands and exciting labels has become the recurring meeting point for retailers, stylists and fashion editors. As the previous location, the former Fokker grounds, is up for demolition, the Modefabriek needed to find a new dwelling. In line with the fair's professional evolution, the organisation decided to move to the characteristic, industrial Europa Complex Hall of the Amsterdam RAI. As it's located near the city centre (with a train station at only a 5 minute walk away) getting there, especially for international visitors, is a breeze. On top of this, the Europa Complex Hall, the first hall of the RAI ever, is ideally suited to create the distinctive ''Modefabriek'' feel and atmosphere: open, informal and industrial.

Fair for labels with identity and vision The Modefabriek started its existence in 1996. The founders, all of them involved in innovative - Dutch - fashion labels, decided to offer a trendy alternative to conventional fairs. The Modefabriek is a platform for labels that stand out in terms of uniqueness, continuity and an individual vision on fashion, specifically targeting the mid- and high-end market. In its seventh year of existence, the Modefabriek is the only fashion trade fair in The Netherlands. The historic Europa Complex Hall with its colossal transparent arched roof dates back from 1961. Its industrial appearance, reminiscent of a factory building, fits remarkably well with the distinct Modefabriek charisma.

Open and informal The Modefabriek's strength lies in its formula: progressive, simplicity in concept, open and uniform stands and quality control. A special committee screens all participating labels. Though the level and number of participants continue to grow each year, the fashion trade fair has and never will become a mass fair. It went from 35 labels at the first edition in August 1996 to the record number of 230 labels and 4800 visitors in February 2003. Dutch brands which were present at the first edition in 1996, a.o. DNA, Stills, King Louie, Margriet Nannings and Fred de la Bretoniere are to be expected again, next to younger Dutch labels such as Chick on a Mission, 10 feet and Manaka's. Other international labels are, a.o. Bruuns Bazaar, W<, Nudie Jeans, Drykorn, Indian Rose, Fred Perry, Day Birger et Mikkelsen and Ra.Re. New brands are Levi's, Diesel, Braez, Junk de Luxe and Dyrberg Kern.

Inspiring, serious and international At the same time the Modefabriek will continue their quest for new Dutch talent and imaginative labels. Extra added value activities are: the Modefabriek Magazine nr 2 with non-assignment shoots of stylists and fashion photographers's views on fashion photography; work of 10 students of the Dutch art academies and the graduation film ''F for Fashion''. One of the main objectives of the Modefabriek is to offer an enjoyable, inspiring kick-off for the new fashion season. Co-ordinator Annelies Tjassens: "We want to pursue the path we have set for ourselves seven years ago. A carefully composed fair with new national and international inspiring brands, rather than a massive fair. It is a highly valued concept: retailers feel that the Modefabriek is an inspiring fair, with room for doing serious business. Our goals for the future are to attract more guests from other countries and to expand our awareness on an international level."

Modefabriek summer collections 2004 Dates: Sunday 3 and Monday 4 August 2003 Opening hours: 9.00-18.00, entrance fee: €5,- Location: RAI, Europa Complex Hall, Europaplein, Amsterdam

Public transport: Amsterdam RAI train station: direct train link from the Amsterdam Airport (Schiphol), tram line 50, metro line 51, plus tram line 4 en bus line 15 (stop Europaplein)