Modefabriek #29: a provocative combination of labels and design
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With a diverse selection of labels and a good standard
of fashion and design, modefabriek managed to attract even more visitors than the previous summer edition. 14,800 Dutch and international fashion and design professionals flocked to sample the diverse range of tasteful collections and the wonderful atmosphere.
MULTIFACETED BRAND MIX
More than 600 labels, divided into various categories, provided a multifaceted glimpse into next year’s summer fashion. Next year’s collections were already guaranteed to be sensational, although as always, the professionals visiting the show had a clear idea of what they wanted and the collections had to be both extra-special and original to catch the eyes of the experts. Wouter Stock of Minimum agreed: “The variety of small, original brands who listen carefully to the needs of the market increases the tension and creates a vibrant atmosphere.” According to Bas van den Broecke and Ted Baker, the unique and open nature of the exhibition also helps to bring exhibitors and visitors closer together: “For years, we have seen modefabriek as a fantastic indicator of the rest of the season, thanks to its open character. Serious retailers simply know why they need to come to Amsterdam; we no longer have to explain it to them.”
DEBUTANTS AND FAMILIAR FACES
Tiger of Sweden made their debut at modefabriek #29. Femke Guiking: “The atmosphere was dynamic, especially on the Sunday, and the crowd was extremely enthusiastic. The overwhelmingly positive reactions of the visitors were a particular highlight, as was the response of the bloggers, who were busy with their pens and cameras”. Linda v.d. Wiel of Van Gils: “The warm, cosmopolitan elegance of our stand caught the eye of passers by, including both regular and new clients. We received an overwhelming reaction, which although we hadn’t expected, we had certainly hoped for. We have skipped a few editions of modefabriek in order to ensure we made an extra-special impression on this one. We’re glad to be back!”
A FRESH PERSPECTIVE ON FASHION
In the very heart of the exhibition, space was reserved for a vision of the future of fashion. The ‘Next and Cutting Edge’ stage, organised to showcase the talents of eighteen promising future talents, was a spectacular highlight. The Next and Cutting Edge concept was showcased spectacularly on the modefabriek catwalk. Sylvia Toth van Warmi: “Our central oasis of calm was a real highlight, and visitors could really take the time to view and learn more about the collection. The catwalk show enabled us to tell the whole story behind the collection, instigating many optimistic reactions from the national and international press.” Karlotalaspalas: “The location of the platform placed us right in the centre of attention. The stands are easily accessible to everyone, making it easier to establish contacts. The avant-garde brands here create an interesting and provocative mix.” Miriam Lehle of Prose: “We come from Germany, and we also participated in the German exhibition, but surprising, it is easier to make serious contacts with German buyers here than in our homeland. The visitors here seem more relaxed than in other places. The exhibition is very refreshing, and the decorations show a real understanding of fashion, design and more”.
CONCEPTUAL HARMONY
With the w♥♥d exhibition, modefabriek has found another outlet for the desire for pure and authentic design. The reaction that was received from both exhibitors and visitors was very positive. These pieces demonstrated how such a classic, fundamental material can be incorporated into so many surprising modern designs, such as rugs and clog trainers. Lise Bonnet of Odd Molly: "The w♥♥d expo took me completely by surprise. It was very refreshing and cutting edge. Once again, modefabriek has managed to create a fantastic mix of fashion, design and innovation”. Andreea Tincu & Sense: “The decorations and the designs on offer are rich in creativity. Furthermore, plenty of room is left for innovative concepts, such as the w♥♥d expo. I have had numerous press requests from within the Netherlands and I have been talking with a representative from Italian Vogue”. The mini-golf course by La Bolleur (a designer’s collective from the Eindhoven Academy of Design) caused a real stir. Not only was it a great design which also incorporated wood, but it created an opportunity for visitors to relax and enjoy themselves. Plus, it gave the golf fanatics a chance to display their talents! Accompanied by music provided by the DJ, it was a very enjoyable attraction.
NALDEN PRESS CONFERENCE
The press conference held by www.nalden.net was a dynamic example of the relationship between online and offline media. The Dutch lifestyle blog enthusiastically explained how stories and products produced offline (such as films or fashion collections) often begin online (the web as a source of inspiration), and very often have a web-based end product.
DRINKS RECEPTION
The drinks reception ‘The Borrel’ is the highlight of the event for many visitors and exhibitors, and provides a fittingly enjoyable end to the first day of the event. As soon as the guests began to fill up the Zuidpool bar, the party got into full swing and continued into the early hours. This lively get-together is now an inextricable part of the modefabriek programme. Otto Klein-lchi, B-Young and Frank Q: "The decorations at the exhibition were extremely stylish and the modefabriek drinks reception was, as always, an unmissable opportunity to meet & greet, to relax and to expand your network. In my opinion, we should cherish the Amsterdam exhibition and not shift the focus too much to other countries. And that goes for the major labels, too”.