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A sneak peak of Garment yearbook
Citation preview
16
6.6% of the
alumni like no
other garment
better than the
skirt,
Favourite garment
7.5% dress
4.7% shoes
4.7% leather jacket
2.8% lingerie
16% of the
graduates
name jeans as
their favourite
garment.
Are you skirting with me?
17
Graduation projectFashion x Object
“My project is an analysis of the rising popularity of multidisciplinary boutiques, which are small fashion-oriented stores that sell fashion alongside products from other disciplines such as design and art. Based on the success factors I established in my analysis, I developed my own original retail concept that aims to sell second hand, vintage and unusual clothing, accessories and interior objects in a refreshingly fashionable and modernised way.” [email protected]
Graduation project3D Yet to Come
“With my graduation project I wanted to outline what a future 3D CAD system should comprise of, according to the fashion industry, to be considered fully developed.Furthermore, I wanted to give an insight on the prospects of this system for the product development process of the apparel industry.The on-going trial-and-error sampling procedure of developing a collection is what drove me towards this idea.”[email protected]
Hannah Cheney Wiete SmitsGraduation project
The New Kid on the Blog
“I have a secret obsession, I visit a lot of fashion blogs on a daily basis. Because of this obsession and my interest in the influence of these blogs on consumers, I decided to make fashion blogs the subject of my graduation project. The thesis is all about the influence fashion bloggers have on the forecasting of trends. After graduation I would love to work in fashion, but I could also end up in interior or jewellery. My biggest dream is to start my own company.”[email protected]
Marlous van Nieuwland
Graduation projectIntegrated Reporting Value Creation
“My interest in combining fashion and business economics encouraged me to make ‘integrated reporting’ the subject of my final project. This holistic approach enables investors and stakeholders to understand how an organisation truly performs. Integrated Reporting addresses the original social purpose of a company and the connection with its values. Linking social, environmental, economic and financial values explicitly, the longer-term consequences of decisions are enlightened.” • [email protected]
Graduation projectThe Vulnerable Archetype
“I love observing people as it fuels my thought process. The people around me, the way they move, act, talk and laugh, it is all very inspiring and refreshing. Brene Brown and Carl Jung also inspired me for my graduation project. Based on vulnerability, I have created a new brand archetype. Vulnerability is acknowledging and accepting your flaws in order to connect with yourself and then others. This archetype will help brands communicate at an honest level.” [email protected]/maycarolien
Hilmer Jan Bosch May Putman CramerGraduation project
Scotch & Soda Journey
“My graduation project focuses on the relationship between fashion and travelling. By nature, travelling is a global obsession and the peopleat Scotch & Soda believe there is no better way to introduce new fashion, than with a journey. Your mission is to discover the cities of the world. You are the explorer; it is your own experience, your own big adventure. The book M’as-tu vue by Sophie Calle was my biggest inspiration for this project.” [email protected]
Daniëlle Kempen
Graduates to memorisewords by robin van bezouw • photography by gidi van maarseveen
hair & make up by cristina vila & jeanette waasdorp & romy zuidam
22
Peek into the graduates’ final projectswords by robin van bezouw
Enjoy this exclusive peek into the graduates’ final projects.
Get inspired by their boundless creativity and high pursuit
for quality that have influenced these unique pieces.
The alumni are happy to prove that there is no end in sight
when it comes to outstanding ideas. The only thing that
is missing is a new task to work on.
Graduation projectTwo Different Collections: ANNEX and Expansion
Sally-May van Leusden
Sally-May designed two different collection. Her first: ANNEX, is an edgy 2D clothing and bag collection for women. The second: Expansion, is a collection that shows a positive world where environments slowly adjust to your mood, but still has the aftertaste of the reality we live in.
23
Graduation projectBrand Identity for TOMASOWA
Katrien van Leeuwen
To help young fashion designer Yoram Tomasowa stand out in the Dutch fashion industry, Katrien created a new brand identity and a large pop-up book that can be used at brand presentations.
photography kasimir szekeres
hair & make-up alexandra borcila
model sarah nuiver
Dorien re-branded the work of witty artist Max Bong into a fashion concept. She created a brand book and briefing for a photo shoot as well as an overall brand experience.
Graduation projectRebranding LA BONG
Dorien Boeren
Graduation projectFashion Identity for
HAY Design
Merel Korteweg
To make a starting point for the development of a new member of the HAY family; HAY Fashion & Accessories, Merel translated their four essential DNA criteria into three different style families. This translation is visualised in three stylebooks.
24
blouse top & skirt Eva Wagensveldshoes stylist’s own
top & skirt Tisja Damenshoes inDiviDuals ElEMEnT choker inDiviDuals RooTs
25
Julia van den BoornInspired by the picture of a big statue, Julia created a collection consisting of big, colossal shapes deforming the body into a non-gendered silhouette. In the future Julia would like to design ‘crazy shit’ at Comme des Garç[email protected]
Lara DijkstraAfter careful observation Lara noticed she was not the only one that could not pinpoint her true identity. With this in mind, she started her collection Awakening. It is an all-black collection with prints of dots in different materials. Each outfit features its own dot and print technique. The sleeves are an important feature in this collection, as they are big and found in three different lengths. [email protected]
Sanne FaberSanne’s collection Adaptés pour Femmes is about a woman being lifted to a new level. Sanne wanted to create a new suit for businesswomen, in which they can radiate status and power, without losing their female sensuality. A big trigger for this collection was the fact that as of 2013, more and more women claim higher positions but are still dressed in suits that are derived from the classical suit for men. • [email protected]
Merel van GlabbeekMerel’s graduation project Shame consists of a collection that is based on the observation: “It is in the shame that we can unveil the most intimate aspects of our beings”. Ancient Greece was the biggest inspiration for Merel’s [email protected]
Jazz KuipersThe character Bane from Batman Rises gave Jazz the urge to make men feel like true conquerors. With the use of exaggerated masculine shapes, inspired and modelled on the body-builder's body, Jazz’ collection Havoc does exactly that. • [email protected]
Alla KyzmykThe human body is the centerpoint of Alla’s collection The Grotesque Glamour. Mutation, modification and deconstruction influenced by drugs and diseases are compared to the shape of a healthy body, providing direction for the constructing silhouette. The Elephant disease, a disease that disfigures the human body in the most horrible way, had inspired this collection. Thus, every garment has a deconstructed section combined with enlarged elements. • [email protected]
Eva WagensveldTo create a graduation project based on the craziness of today’s society, Eva researched Dadaism, the renaissance and the Dutch district ‘de Jordaan’. The result? A collection that demonstrates our nonchalance and ignorance about the world we live in. Eva’s goal was to make people aware of what it is we are exactly doing. [email protected]
Tisja DamenThe piercing crazy glance and vicious smile of Girl, Interrupted character Lisa, inspired Tisja to make her collection. By using a crazy amount of layers and patch working different materials she translated Lisa’s sick joy of destroying. The collection has something unpleasant, arrogant and an outspoken personality. [email protected]
The graduate collections bring life to the concrete maze of Amsterdam’s new metro line
words by robin van bezouw • photography by lotte bruning
styling by lisa marie sneijder • hair & make up cynthia schippers
models josja & esmee at egos models • assistants suzanne van heerde & valerie overgaag
3636
37
Bright futures aheadwords by robin van bezouw • photography by gidi van maarseveen
hair & make up by cristina vila & jeanette waasdorp & romy zuidam
styling by michelle van kempen & jessica schuddeboom & lisa marie sneijder
Michèlle Heslenfeld
Charley PeereboomGraduation project
Lichting
Lichting, a Dutch fashion talent award, is a big success every year. Still, Charley thought there were a lot of possibilities to make the current concept better and stronger. For this reason, Charley has researched the internationalisation of Lichting. The conclusion of this research was London, a Lichting show at the London Fashion Week to be precise. On top of that she thought of the best aftercare for talent to have a greater chance to grow. Having her own fashion and event agency is the ultimate dream for [email protected]
Ilse de VriesGraduation project
Flash Collections, Runway to Reality
Ilse has been researching the product development process of fl ash collections, or short-term collections. The goal of this graduation project, was to fi nd out how brands in the mid to mid-high market can shorten the time needed to develop a fl ash collection - without losing quality. Some of her work took place in the library, a place full of exciting texts and imagery. Ilse considers this the most inspiring workspace. Her dream? Being a creative director at a fashionable ladies brand. [email protected]
Wendy HeintjesGraduation project
Not Made by Hand Not Made in China
The great future that is ahead of us in fashion and 3D printing, made Wendy decide to go more in-depth with her research. She looked at the possibilities of 3D printing in the fashion industry and the opportunities it will create for fashion entrepreneurs of the future. Her dream is to one day start her own fashion company, but for now she would love to work as a marketing manager for a big fashion house. Wendy is a big supporter of doing what you love whilst challenging yourself. • [email protected]
Graduation projectBurberry Road
One day turning her graduate project into reality would be a dream come true for Michèlle. Her fi nal project ‘Burberry Road’ is an accessory line for Burberry with products for travelling like an iPad case, a passport cover or a coffee cup. Next to a Brand Book, the alumna developed an app for the product line to reach a younger target group than the traditional Burberry customer. Michèlle’s ultimate career goal is to become a brand manager for a major commercial fashion brand. • [email protected]
The length of the maxi-skirt changed over time, from above the ankle to the
heel-long and fl oating skirt that it is today. Whether it is owning a fashion
and event agency, being a creative director at a fashionable brand or working as
a marketing manager at a big company, the dreams of these graduates
are about as big as the length of the 21st century maxi-skirt.
42
10Tenth anniversary of the Independent
Fashion Magazines programme
Despite the news on the future of print media having been pessimistic for
a decade, every year students from all over the world come to AMFI for one
reason: their love and passion for magazines. The result of the minor programme
Independent Fashion Magazines is always a new concept with a new look. As
Garment is the anniversary issue, we got in touch with alumni from the last decade
to tell us how this study programme helped them to get where they are now.
During the 20-week program, students have the unique opportunity to conceptualise and create a new fashion magazine that has its own style and visual language. The minor plays an important role as part of AMFI’s reality school programme, something for which the institute is renowned. This special programme is composed of two stages. Since it started, students have worked on the same assignment in the first part.
The task is to create the fashion magazine they always wanted to read but could never find. In small editing groups the ambitious men and women create a concept for a new magazine, produce it and get it published. All the content has to be self-produced or published with permission. After nine weeks of hard work and pleasure, a jury of publishing professionals chooses the most promising concept that will form the basis for the new AMFI magazine. This fashion magazine will eventually be published and sold in selected stores from New York to Tokyo.
In the second half of the programme, all students, previously competitors, become colleagues and part of the new magazine company. Together they work on the production and branding of the magazine and its extensions. They make a cross-media translation like a website, social media and an iPad version, develop a yearbook and a product line, gain brand awareness through public relations and think about ways to market and sell the new brand. The latter is relevant as all costs are earned back by the students themselves.
What was once set up for AMFI students has over the years increasingly attracted attention of students from other universities within the Netherlands as well as fashion schools worldwide. This mix of students has doubtlessly added another layer to the programme. What all these young creatives share is their appreciation of this once in a lifetime opportunity to work on a self-contrived magazine. Whether these students end up in publishing, the communication department of a brand or in marketing, all of them take their very own insights and memories from this unique experience.
10 years:
1094 magazine pages
681 yearbook pages
Coordinator Frank Wijlens
was involved in the creation
of all ten magazines.
I’AMFI
2004
2005
2006
ODD had the
most successful
product line.
The letters got
copied very
often.
words by robin van bezouw & rebecca herrlich & talitha bergraaf photography by ernst coppejans • hair & make up by lieke sylvester
43
The illustration on the
cover made Mint a real
sellout.
GOUD
YOUr
BIGGest
BAnG AntMInt ODD
tIGer
DrAGOn
slAYers GArMent
TIGER so far was the
only AMFI magazine
with a male model on
the cover.Between 2004 and 2013,
348 students worked on the
aMFI magazines.
your editorial wardrobe
*
56
Interesting facts and figureswords by robin van bezouw
In order to deal with the graduates the most efficient way,
these labels help to get some insights into their habits and
likings. Are they usually fashionably late? What is their final
project about? For those who still do not know enough, feel
free to get in touch with these fresh, creative talents.
OW
Jill divided her graduation project into two collections. Inspired by using paper as a textile, she made her first collection: Paper Fashion. Urban Tribalism, her second collection, is inspired by the self-expression of old tribes. Jill dreams of one day creating her own line of cool, streetwear [email protected]
Graduation projectPaper Fashion and Urban Tribalism
Jill de Roode
Pauline created two 2D collections for two contrary brands, All Saints and Scholten & Baijings for COS. The concepts demonstrate the fictional shell we display to the outside world and the realistic layers that exist [email protected]
Graduation projectSubcutaneous Reality and Fake Facade
Pauline Reinders
fashion delay
1
100%design
wardrobe:minimal + black
% fashionwork
highst heels
5
100%design
coffee per day
C
number of skirts
Rosan made two 2D collections with a focus on weaving and digital printing. Both collections are heavily influenced by the art movement surrealism. The Futurist is inspired by futuristic surrealism and The Solitary Persuit by figurative surrealism. In the future, Rosan would like to work as a textile designer. [email protected]
Graduation projectThe Solitary Persuit of Surrealism
and The Futurist
Rosan van Boven
% fashionwork
100%design
number of skirts
coffee per day
C
57
Naomi van de GriftGraduation project
New Adventures – Mixed Creatures – Symbols
A major starting point for Naomi’s concepts and collections was the way Toile de Jouy and Vlisco tell stories through print design. She divided the project into three themes: one about telling a story through prints, one about creating your own creatures with a surreal display and one about using basic prints and creating new patterns by cutting and folding them. What is noticeable when you look at Naomi’s collection, is that she is working on becoming an independent print or graphic designer. [email protected]
Graduates who like to surprisewords by robin van bezouw • photography by eugene & zafiera
hair & make up by cristina vila • illustrations by femke huurdeman
Katrien van LeeuwenGraduation project
Brand Identity for TOMASOWA
Based on his inspiration, design technique and style, Katrien created a new brand identity to help young fashion designer Yoram Tomasowa stand out in the Dutch fashion industry. As an end product Katrien made a large pop-up book that can be used at brand presentations to give one single and clear presentation of the brand. Children’s pop-up books were a great source of inspiration. They fi tted perfectly to the way Yoram Tomasowa designs his clothing; through folding and [email protected]
Jordanne-Marie AllenGraduation projectToxic Bourgois and
Silly Simulations
Jordanne-Marie’s project is about synthetics and their affect on the environment. With Toxic Bourgois she illustrates how our consumerist mind-set which results in pollution is still perceived as being about beauty. With Silly Stimulations she gives an idea of the affect synthetic simulations will have on the environment, which is psychedelic, deformed and exaggerated. Jordanne-Marie’s biggest trigger for making this project, was the idea of environmental changes due to technological advancements. [email protected]
72
73
from left to rightjacket, skirt & tops Kyra vivian Wesselsocks stylist's own
coat, lingerie & socks Ruby albers
dress & jacket anne van den BoogaardSunglasses Brilmuseum amsterdam
82
Graduation projectHow to create an online
store for women’s clothing, that can be customised
Daphne has been thinking about the concept of customisation for several years. Her thesis seemed like a good opportunity to discover everything there is to know about made to measure and customisation. Daphne’s thesis discovers the meaning of customisation and the reason consumers would choose to customise. It outlines environmental concerns, its effect on the industry and the key successes of an online customisation web shop. [email protected]
Daphne Burgwal
Graduation projectFashion as the Catalyst of
Experience Economy
Julia’s interest in experience economy began during her minor in Retail & Research. From here, she decided to use this interest as a mainspring for her graduation project. Much is written about the experience economy, but not about this kind of economy in combination with the fashion industry. Because Julia felt the need to do so, she researched the role the fashion industry plays in the experience economy and what the future of this role will [email protected]
Julia Breuer
Graduates and their smuggle wearwords by robin van bezouw • photography by gidi van maarseveen
hair & make up by cristina vila & jeanette waasdorp & romy zuidam
Someone once tried to steel a fi sh by smuggling it under
their skirt. These graduates use their skirts a bit more
glamorous. It is clear to all that one can never have too
many post-its, rulers or too much tape. But if these
graduates could smuggle something from AMFI,
what would it be?
“If I could smuggle something out of AMFI it would be the garden. For all the times I have worked in the lovely
sun and because of the beautiful relax space which makes this school extra
special.”
83
Graduation projectElsewhere - A Fashion Film
for Femke Agema
Loes’ graduation project is a fashion fi lm that shows the inspiration behind Femke Agema’s Spring/Summer 2013 collection. It brings with it, the atmosphere and story of the collection: a world that springs to life after Winter. According to Loes, the fi lm is fun, fantastical and adventurous. Loes feels short (fashion) fi lms can be used to carry out a strong story and catch the viewers not only visually, but also engage them [email protected]/portfolio
Loes LindersGraduation project
The Bijenkorf Connects
Bas believes there exists a lot of fashion design talent in Holland, and along with it, many encouraging programmes, awards and sponsorships. Unfortunately barely any of them focus on the problem designers have to set up a profi table business/label. This is why Bas focussed on partnering Dutch fashion talents to the Dutch department store De Bijenkorf. Bas has plans to set up a business, moving away from fashion, but has a feeling he will probably end up back in the industry one day. [email protected]
Bas GroefsemaGraduation project
Brand Identity for Lifestyle Brand RESCUED
Driven by her own love of recycled furniture and Pippi Longstocking’s inventiveness, Kim researched how to create a distinctive brand identity for the existing brand RESCUED. [email protected]
Kim DickmannGraduation project
Aileen
Because intuition is very important to Lindsey she was inspired by the very intuitive working style of Dutch designer Maaike Bles. She believes that if you let go of the control, there is room for new insights. Starting from the fact that the young designer makes decisions based on her gut feeling, Lindsey created an identity, visual identity and brand name for the designer. The brand Lindsey created is called Aileen. [email protected]
Lindsey Watson
“I would smuggle the whole library and Fred the librarian in a tiny clutch. So I could always consult
him, who knows the contents of almost all the books by heart, and those inspiring but too heavy
and too expensive books wherever I am.”
“I would smuggle Charlotte Lokin in a tiny black box, so I can open it whenever I am in
need of good advice.”
“Because I love cappuccino I would smuggle one out of
Bertʼs bistro if I could.”