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Diving into licensed merchandise at Difuzed

At the Amsterdam Fashion Academy we believe that our students should experience first-hand how the fashion industry works. Therefore, we implement industry external visits so they can have an insight.

Some days ago we had the opportunity to visit Difuzed, which develops lifestyle products from a variety of brands based on entertainment, fashion, sports, and consumer goods across apparel & fashion accessories. They currently partner up with more than 100 of the most recognised and reputable brands in the world. Our students visited their office, including their warehouse, showroom, sourcing, photo studio, and design and sales departments.

“Last week we visited the company Difuzed. I really enjoyed the tour the company gave us since it opened my perspective on the different types of branding and marketing strategies involved in this type of business. From knowing little to nothing about this before, I learned a great extent about licensing, and about their merchandise for kids and adults. We also looked at their warehouse of the merchandise they provide, and I loved to see how everything works from start to finish. Seeing all of this in action gave me a possible idea and interest for my future in the workplace.” Denisse Hamue, Year 1 bachelor’s degree Fashion Business.

“Last week’s visit to Difuzed was not only an eye-opening experience but also a fun one. We gained lots of knowledge about the world of licensing and got an inside view of what it is like to work there as well. The team at Difuzed is a small but creative group of individuals working in a fast-paced environment.” Tiana Bhojwani, Year 1 bachelor’s degree Fashion Business.

“Our visit to Difuzed was most insightful. We were granted access to the building and given an informative tour through the offices and warehouse. In closing the CEO and several key employees prepared an incredibly extensive presentation on the workings of the fashion merchandising world. Overall, it was a positive and educational experience which inspired me to research the industry further and even to apply for an internship.” Lara Kuiperi, Year 1 bachelor’s degree Fashion Design.

Graduation Fashion Show 2022: photos of the catwalk

On Saturday, 18th of June 2022, Amsterdam Fashion Academy celebrated its Graduation Fashion Show 2022. Seven BA (Hons) Fashion Design students showed their collections to the press, industry professionals, friends and families, in the setting of Amsterdam Fashion Academy’s beautiful historical building.

During the show, among other collections, a non-binary/gender fluid luxury collection, a collection entirely designed on Clo3D and a parody collection that borrows brand’s logos and styles that represent popular culture and consumerism of 1980’s Italy were shown.

In addition to the fashion show, there also was the possibility to visit the exhibition of final projects by students of both BA (Hons) Fashion Design and BA (Hons) Fashion Business students.

Due to Covid-19, the graduation fashion show couldn’t take place for the last two years. Instead of a fashion show, the students showed their final collections via a fashion movie. This year the students could finally host the show again and the seven graduation students didn’t disappoint the guests. From the professional produced ready-to-wear collection from Nathan Barilari Hassan to the handmade dreamy pieces by Janina Kraft, from the knitted pieces inspired by mental health by Mia Skjæret Hanssen to the important statement made by Valerie Bogaert with her designs, the students managed to impress the guests with their unique collections.

During the three years of study at Amsterdam Fashion Academy, the students had the opportunity to undertake internships and work in within the fashion industry with brands such as Viktor & Rolf, Atelier Reservé, Iris van Herpen and Bas Kosters Studio.

ADOM REDO by NATHAN BARILARI HASSAN

ADOM REDO is a parody collection that plays with the appropriation of brand’s logos and styles that represent popular culture and consumerism. The collection contains a message of criticism towards the capitalistic world of fashion and the conformity of popular culture.

WHAT THE FUCK NOW?! by VALERIE BOGAERT

WHAT THE FUCK NOW?! is a collection that represents the feelings post-graduate fashion students undergo before entering the professional fashion industry. The silhouette emphasises the pressure points in order to create the feeling of suffocation.

SOFT LIFE by JANINA KRAFT

Pulling away from the restrictions of the visual perception of clothing, this collection triggers the curiosity behind the artistic process of garment construction. The aim is to reintroduce the craftsmanship of traditional tailoring techniques and handmade fabric manipulations into modern design, radiating the value of this ‘soft life’ behind a handcrafted product.

HEAVLY SAVGE by TAFARI LAKE

The concept for the collection is fusing together the aesthetic of Tafari’s personal brand Heavly Savge and aesthetic elements of Hip Hop culture, taking inspiration from Hip Hop fashion icons of the late ‘90’s and early 2000’s.

SIYA by ARVIN MENDOZA QUIRANTE

SIYA /sha/ or [ʃa] is a luxury fashion collection inspired by and crafted for nonbinary people. The Filipino gender-neutral pronoun “siya” reflects the freedom of gender fluidity and self-expression. SIYA presents well-crafted, creative, and elegant pieces that can be worn by all gender identities.

DSM-5 by MIA SKJÆRET HANSSEN

This fully knitted collection is based on the topic of mental health. The precise illnesses that are looked at are depression and PTSD. The colour and yarns convey emotion and feeling displayed by the intricate textures.

GREEN SCREENED by GIORGIA TESSAROLLO

This collection consists of four physical outfits of a green colour palette and four digital outfits created on Clo3D, a 3D fashion design software. With this collection, Giorgia wants to show how digital fashion can overcome physical garment production.

Photos by Nixon Mukiza.

Fashion Sustainability: AFA listed among the schools where to explore it

Amsterdam Fashion Academy has been recognised as one of the best schools where to explore fashion sustainability.

FashionUnited

FashionUnited is a popular platform which aims to inform and share information with the international fashion industry including fashion professionals, media and dedicated fashion industry followers.

Our summer course “Sustainable Pattern Cutting & Construction” has been included in the list of programmes focussed on sustainable fashion worldwide.

Click here to read the article.

Parostore

Parostore helps in discovering emerging designers who are driving the fashion industry towards a sustainable future.

Amsterdam Fashion Academy has been mentioned as one of the schools where students can explore fashion sustainability techniques, such as zero cutting, reuse of textiles, clothing alteration.

Click here to read the article.

Amsterdam Fashion Academy and @ease start a collaboration to support students’ emotional well-being through the pandemic

Amsterdam Fashion Academy is committed to provide its students with support at any level: from offering personal attention inside the classroom to emotional well-being support through the Personal Development Plan programme.

There is no denying that the past two years have been extraordinary for all of us, both in our personal experiences related to the pandemic but also in our educational experiences. Students have shown great resilience and adaptability and have, under difficult circumstances, managed to successfully complete their projects.

However, struggles with mental wellness are a reality and for this reason Amsterdam Fashion Academy started a collaboration with @ease, a Netherlands-based organisation that helps young people (12 to 25 years old) who struggle with any mental health issues with anonymous and free appointments or online chats.

This collaboration led to a series of three interactive lunch talks inside the Amsterdam Fashion Academy during which they discuss with our students about: study stress and procrastination; cultural barriers; loneliness and social isolation.

“At @ease you can simply walk in or chat online: anonymously, without an appointment and for free. Many young people talk to us about stress, loneliness, depression, insecurities, drug abuse, an unsafe home situation or something else. Taking the first step to talk about your problems is quite difficult for most people. You want to solve it yourself or you don’t dare to talk to friends or family about it. Then it can be comfortable to talk to a stranger without feeling any obligations. That is possible at @ease: we are happy to listen to you and your story remains safe”, explains Christianne Westdijk from @ease. “We are also happy to collaborate with Amsterdam Fashion Academy. It’s really positive and valuable that you create space for mental wellness at the Academy”.

As mentioned on @ease’s website, it is well known that 75% of all psychological problems begin under the age of 25. Even though there are good forms of assistance, only 30% of youngsters with psychological problems receive help at the right time. The threshold for getting help is quite often too high. Many youngsters feel ashamed, don’t know where to ask for help, or must stay on a waiting list for a long time. Furthermore, it’s also difficult to get help when your symptoms come and go and can’t be diagnosed (yet).

“We are glad to welcome our students in a healthy and safe environment at the Amsterdam Fashion Academy, one where they can feel supported and taken care of, to be able to comfortably manage their personal and academic commitment, while successfully dealing with daily stress and pressure”, comments Cristiano Carciani, Head of School at Amsterdam Fashion Academy.

Amsterdam Fashion Academy support its students through a continued programme of Personal Development Planning (PDP) sessions. Behaviour matters in business. The way we ourselves behave and how we respond to types of behaviour around us. PDP is a structured and supported process that provides students the chance to reflect upon their own learning, performance and/or achievement and to plan for their personal, educational and career development. Students have expressed appreciation of the PDP programme and ongoing support for their educational progress and mental wellbeing. The introduction of PDP to run alongside the curriculum has engaged students with support sessions that focus on growth mindset, mental wellbeing, critical thinking, fake news, developing inclusive practices, reflective practice, academic integrity, internship preparation.

Fashion your Future 2021: BA (Hons) Fashion Design Collections

We are proud to present “Fashion your Future 2021”, a video by Amsterdam Fashion Academy that celebrates a group of 2021 graduates from the BA (Hons) Fashion Design programme and their fashion design collections.

Domitille Georget, “Our Two Mothers”

The collection is based on motherhood and the planet, and how they are perfectly linked with each other. The designs show a mother-child relationship between pregnancy and the early ages of a child. A woman carries her child for nine months before introducing it to the world, and the first few years are the most important for their development. The child will develop its five senses, its first emotions, and start building its character, following the steps of his surroundings. In the collection I have tried to translate the perfect and beautiful, yet complex aspect of being a mother into silhouettes around the woman’s body. With this collection, I aimed to show how a mother can overprotect or over-love her child, reducing the space the child needs to grow, showing protection and comfort yet restrictions at the same time. The colour palette is restricted to resemble the empty canvas we are all born into. Various high end couture sewing techniques have been used to construct the garments.

Eva Celine Lynau, “Mindfulness”

This collection is based on the research of the Sustainable Development Goal from the UN number 12, “Responsible Consumption and Production”. Eva’s concept was to realise a collection with zero waste, second-hand or deadstock fabrics, zippers, buttons, threads or other types of trims. The colour palette and fabrics are inspired by the primary pictures from the exhibition by Alec Soth. The colours are obtained through natural dyeing process.

Francesco Musso, “Francescana”

What I intended to create is the sort of dreamlike imagination of a family who lives in the countryside and finds himself wanting and imagining a life completely different. This collection wants to bring back the original and unique cuts and packaging, with a precision derived from the fact of being a family of artisans. The materials were taken in special deadstock markets, and some I even managed to recover them from local factories to favorr the performance of small producers. There are also deconstructed cuts due to the consequence of having thought of compositions of various fabrics to achieve a similarity to what could be a luxury dress derived from various pieces.

Merel Tibboel, “Everyday Decadence”

The focus of this collection is everyday decadence with a small sub-topic protective performance. A collection where the keywords comfortable, statement, elegant, strong and slow are central and represent quality and every day statement pieces. The collection explores the boundaries of morning and evening clothes, and it is designed for longevity, practicality, versatility and second life. A soft sexy and elegant first skin with a strong oversized second skin to feel safe and protected.

Film direction: Travis Allen, Stefano Sanabria.

Hair & Make-up: Art of Colors.

Models: Mercedes van Elderen, Lieve Elise Trenite, Dana Feijen, Eva van Hulten, Zakiya Shania Cairo Caupain, Hugo Kwaaitaal.

Locations: Posthoornkerk.

Fashion your Future 2021: Bachelor’s degree Fashion Business projects by graduates

We are proud to present “Fashion your Future 2021”, a video by Amsterdam Fashion Academy that celebrates 11 graduates of 2021 from the Bachelor’s degree Fashion Business programme and their final major projects. This video takes you on a journey through the visual outcomes of their fashion business projects: from fashion apps to sustainable fashion, from a Dubai-based brand to ethical jewellery based on Indian designs.

In order of appearance:

Geneviéve Gabriëlla Jimidar: First luxury lifestyle department store in Suriname.
Maxime Suiskens: Genderless brand offering affordable, corporate-responsible and good quality basics with personalisation options.
Amber Wardell: Fashion app specialising in streaming and viewing of fashion shows.
Anika Gorayana: Ethical jewellery brand based on traditional Indian design and craftmanship.
Noemi van ‘t Lam: Artisan candles based on the zodiac signs paired with inspirational card set.
Tutum Horsmans: Sustainable and luxurious womenswear fashion brand inspired by nature.
Heide Julie Halama: First circular lifestyle luxury vintage store in Vienna with limited-edition inventory of luxury brands.
Rekia Moumen: Safe, honest and trustworthy online marketplace dedicated to sneakers with expert authentication service.
Aaliyah Smith: Sustainable and reusable leak-resistant sexy and vibrant period underwear.
Amra Anwar: A girly, fun womenswear brand that is inspired by female empowerment in The United Arab Emirates.
Ida Wiklund: Digital styling service for local shops and brands in Amsterdam, Netherlands.

Film direction & photos: Travis Allen, Stefano Sanabria.
Location: The Student Hotel Amsterdam City.

We are going to the Dutch Design Week!

Thanks to a collaboration with Mediamatic, our first-year BA (Hons) degree students will participate to the next DDW Dutch Design Week in Eindhoven, Netherlands, from the 16th until the 24th of October, 2021. This collaboration led to the creation of 30 costume designs of a variety of species to advocate and celebrate biodiversity. Mediamatic is an Amsterdam-based art centre dedicated to new developments in the arts focusing on nature, biotechnology and art+science.

How can we promote more empathy for the other species on the planet using fashion? Can we see the world from a non-human perspective by dressing up and becoming an insect, a plant or an animal?

With these questions, Mediamatic and Amsterdam Fashion Academy challenged the new students of the BA (Hons) degree programmes in designing garments inspired by biodiversity during the Induction Week 2021.

“From October 16–24, we celebrate the diversity of life on Earth by dressing up as something else. We are creating an ongoing program during Dutch Design Week in which we organize a large interspecies costume party together with artists, designers, scientists, and the public. An advance on the new carnival!

Humans are just beginning to discover the richness of our planet’s biodiversity, and with it the value of each individual species within our ecosystem. At the same time, this biodiversity is shrinking rapidly.

How can we break out of our anthropocentric worldview and learn to feel more empathy for the other species on the planet? Can we train to see the world from a non-human perspective by wrapping ourselves in pink velvet and becoming the endangered pink velvet worm?

During Dutch Design Week we will create an open costume LAB. We challenge artists, designers, make-up artists, makers, and passers-by to dress themselves and each other as the beautiful species that make up our ecosystem.

A costume of a fungus? Or dress up like a fungus? A scented mask that looks like a dahlia? or painting your face like a water bear? All these ways are translated into Instructables and that will lead to a large collection of DIY biodiversity costumes that we will publish in a DIY guide to Carnival.

During DDW we will fill the Natlab building with workshops, masterclasses, lectures, films, exhibitions, and dining experiences around this theme: A large and ambitious program that works towards an even larger project during Carnival 2022 and beyond.

Carnival is traditionally a tradition in which people are invited to break out of the existing hierarchical structures, by becoming someone else for a while. A lot has been modernized in society in the meantime and the question is whether this escapism is still as urgent as it has been. But what if we become something else instead of someone else during Carnival? Could this be a possible exercise to empathize with another part of our ecosystem?

Ultimately, our goal is to hack Carnival with costumes and festivities around biodiversity. We take the do-it-yourself guide that was made during DDW as a starting point. This project includes workshops, lectures, and collaborations with carnival organizations in the run-up to the carnival festivities”, explains Mediamatic in a press release.

“We are delighted by the opportunity to bring our students at the DDW Dutch Design Week, the biggest design event in Northern Europe. This is not only a big chance for them to work on a real project and to participate in an important event among many professional designers, but it also encourages the students to analyse biodiversity and apply their critical thinking skills to come out with solutions that would meet the project’s goal”, comments Cristiano Carciani, Head of School. “I extend my congratulations also to my colleagues Adele Parker, Laura Malone and Giancarlo Pazzanese who made this possible and worked closely with each student”.

“I am pleased to develop a creative brief that combines fashion, design, sustainability and raising awareness on biodiversity, this project touches upon all these areas and immediately triggered creative thinking of our young students”, Giancarlo Pazzanese, full-time lecturer.

We are looking forward to meeting the visitors of the DDW Dutch Design Week at Mediamatic’s space at Natlab building, Strijp-S area, Kastanjelaan 500 in Eindhoven, Netherlands.

Scroll down to see some of the design proposals.

Alumna creates e-commerce platform to sustain local shopping

We are very proud to introduce you our BA (Hons) Fashion Business alumna Robin Broekhuizen, founder of her own brand and e-commerce platform Robin Retail. She developed this brand during her 3rd-year at the Amsterdam Fashion Academy while working on the Final Major Project.

Robin Retail’s vision is to digitally preserve local shopping experiences, where the full charm and uniqueness of shopping from local fashion boutiques can be done at the comfort of your own home. Our mission is to sustain local shopping through a local fashion e-commerce platform and fast bike delivery service, where Robin Retail nurtures personal retailer-customer relations with each order fulfilled.

It is no secret that brick-and-mortar retail has declined over the past decade. The industry is continuously evolving from what we considered ordinary, and with the explosion of online shopping it is hard to imagine a world where everyone sources their clothes locally again. As can be imagined, COVID-19 has accelerated this decay, where customers are turning to online channels to shop. With many retailers experiencing this consumer shift to online, they are finding themselves forced to offer their products online too.

Robin Retail is a local centralized fashion & lifestyle e-commerce platform. Robin Retail’s service offers physical retailers an expansion in their customer base and revenue stream, while tailoring to customers who would like to shop online. By incentivizing local bike delivery, pick-up, and return options, Robin Retail also hopes to bring more customers in-store, further aiding and supporting the local retail community and intertwining online and offline channels. Through this platform and brand, Robin Retail provides local fashion & lifestyle boutiques with financial and promotional support that can allow them to maintain their focus on their unique stores. In turn, Robin Retail makes the service easy and convenient for retailers and end users alike, making it easier than ever before to support and shop locally.

Visit: https://www.robinretail.com/

Learn more about our alumni.

Kristina Szasz named Director Business Unit BOSS Womenswear at HUGO BOSS

Kristina Szasz is member of the Amsterdam Fashion Academy’s Professional Advisory Committee.

Kristina Szasz has been appointed Director Business Unit BOSS Womenswear at HUGO BOSS AG, effective September 1.

Previously, she held a number of management positions at renown fashion companies − such as Karl Lagerfeld, Nike, PVH, Emilio Pucci, Levi Strauss or Abercrombie & Fitch. Most recently, Szasz held the position of Chief Product and Marketing Officer at s.Oliver.

Furthermore, she is a board member of the Amsterdam Fashion Academy and in the jury of the La Jolla Fashion Film Festivals (USA). In her new role, with her many years of extensive global experience in brand management as well as in design and product development, Kristina Szasz will continue to drive the realignment of BOSS Womenswear.

Source: HUGO BOSS

The Professional Advisory Committee (PAC) collaborates with the Amsterdam Fashion Academy’s Board of Directors and Management Team in implementing improvements, to ensure that the Amsterdam Fashion Academy is constantly at the forefront of fashion education and aligned with trends and needs of the fashion industry. The aim is to offer the students a unique learning opportunity that mixes academic and industry based research with entrepreneurship and creativity.

The PAC is an essential part of our vision, which is based on 5 pillars: entrepreneurship, sustainability, research, digital transformation, and individuality. It also has a direct relationship with the students of both Bachelor’s degree with Honours programmes in Fashion Design and Fashion Business, to live industry led projects, organise visits to the brands’ headquarters, offer internship opportunities and provide guest lecturers.

BA (Hons) Fashion Design student designs collection for Wehkamp

Together with Amsterdam Fashion Academy’s fashion design student Sabrina Elena Marinus, Wehkamp is launching a clothing collection under the private label Ruby. With this, Wehkamp gives young talent the opportunity to design a collection for the general public.

The affordable Ruby collection consists of a festive capsule collection of 10 pieces designed for the younger target group of 20-30 years years old. The designer, Sabrina Elena Marinus is a final-year Bachelor’s degree with Honours in Fashion Design student: “I am very proud of this collection and of course it is very cool that such a large organization like Wehkamp gives the opportunity to design a collection. With my designs I would like to inspire other women to embrace diversity, inclusion and femininity. My Ruby collection is therefore made to accentuate feminine curves. With an elegance and sexiness that reflects a woman’s personality. ”

Glenn Taylor, Chief Sales Officer at Wehkamp: “With this collaboration we give young talent the opportunity to design for a large audience. The collection is young, fresh and offers our customer a distinctive range that is not available anywhere else. ”

“Collaborations with industry partners that we offer to all students at Amsterdam Fashion Academy are essential to keep education programmes relevant to what the fashion industry really needs from graduates. Through live industry projects and internships students can understand what working with experienced professionals means. We hope that this project with Wehkamp for the development of Ruby collection gave Sabrina the opportunity to start successfully her professional career,” says Cristiano Carciani, Head of School at Amsterdam Fashion Academy.

Amsterdam Fashion Academy acquired by Luiss Business School

A promising future for the Amsterdam Fashion Academy as part of the prestigious and private Luiss Business School from Rome, Italy.

The Amsterdam Fashion Academy is proud to announce that since the 1st of January 2020 it has become part of the Luiss Business School based in Rome, Italy, with a new and international Board of Directors.

The Amsterdam Fashion Academy has long been seeking to strengthen its international connections in an ever globalising world and remain at the forefront of fashion. Since its creation in 2013 the Amsterdam Fashion Academy has been highly successful with its own brand of highly personalised, intimate education. It has built up exceptional ties with the fashion industry and developed its own international fashion community.

“Key within this relationship is that the Amsterdam Fashion Academy maintains its own identity and unique characteristics and continues to grow and develop in its own way. It will continue to offer the same courses and degrees and excel in doing what it does best: bringing the fashion industry and education together and offering a personal and student-centred learning experience in a supportive environment, focusing on fashion design and fashion business”, Deborah Pulleyblank, Amsterdam Fashion Academy’s Academic Director commented. “This new step will strengthen the Amsterdam Fashion Academy’s position as a unique international fashion university accredited by Buckinghamshire New University and offering Bachelor’s with Honours degrees”.

Luiss Business School based in Rome, is part of the Luiss University, a prestigious and world-renowned private university affiliated with the biggest Italian employers’ organization, Confindustria. Luiss Business School and the Amsterdam Fashion Academy share a common vision of personalised education with a high-level of attention for each and every individual student, making for a perfect match.

“The acquisition of Amsterdam Fashion Academy represents a historic milestone for Luiss Business School and for our University”, commented Giovanni Brugnoli, Vice President for Human Capital at Confindustria – the main association representing manufacturing and service companies in Italy – who is also member of Luiss Board of Directors and was appointed Chairman of Amsterdam Fashion Academy. “Thanks to this operation, Luiss strengthens its positioning as an extremely dynamic reality; Amsterdam is at the core of Europe and this acquisition will boost Luiss’ network and international activities”, Brugnoli added.

“Thanks to this operation, Luiss Business School will be able to develop a particularly attractive educational offer, with double or joint programmes located in Amsterdam and Rome, in addition to the creation of a solid axis in fashion and luxury sectors between Milan and Amsterdam hubs”, added Paolo Boccardelli, Dean of Luiss Business School and newly appointed CEO of Amsterdam Fashion Academy. “Luiss Business School will develop a concrete international hub, in which to focus on educational activities dedicated to international young graduates, in all those sectors representing the Made In Italy excellence: fashion and luxury first, but creative industry and family business are included, where Italy and Luiss Business School are referring points”, added Boccardelli.

Luiss Business School has excellent connections in the top of the business world and is expanding selectively with the very best in the creative sector, which led it to the Amsterdam Fashion Academy. By combining forces both schools will benefit enormously, with the Amsterdam Fashion Academy strengthening its position as outstanding boutique academy while increasing its international reputation and reach.

Ingrid Mijnheer, Founder and Director of the Amsterdam Fashion Academy for 7 years, said: “This is a great step forward for the Amsterdam Fashion Academy that will keep it at the forefront of fashion while preserving its unique and much admired position as a highly personalised, small and friendly fashion academy bursting with big ideas and creative excellence”.

Fashion Business project with CreamPR

Written by the 2nd-year students of the Bachelor’s (Hons) degree Fashion Business.

Brains are buzzing as we prepare for the big event. This semester’s year 2 Bachelor’s degree Fashion Business students were given the opportunity to work alongside CreamPR on a special event coming in January 2020. CreamPR is based in Amsterdam and is a forward-thinking PR agency for both fashion and lifestyle brands. We feel lucky to be given this opportunity to collaborate with such a big agency. There is so much to gain from this assignment including expanding your network and gaining resources from the right people.

During this task we divided into teams allowing us to tap into our strengths and those of others, in order to achieve our goals. Our main goal is to make the event into an experience and involve the visitors, which is why we have a strong team focusing only on the experience from beginning to end. During this whole process there will be ups and down, roadblock and complications but that’s what makes it real and educational. There is no better way to learn than from your own mistakes and we look forward to making and correcting them. The guidance that we have is insightful and always enough that you never feel stuck. Stay on the lookout for updates as we take you on this journey with us.

Fashion Design alumnae are off to a flying start

2019 Bachelor’s (Honours) degree Fashion Design alumnae, Evelina Anglickaite and Myrthe van der Leden, will present their collections in London and Vancouver fashion shows.

Evelina Anglickaite will showcase her capsule collection at Fashions Finest 10th anniversary event during London Fashion Week. “My evening-wear collection translates the Japanese aesthetic principles into modern day fashion design, inspiring the audience to think and dress in harmony with nature”.

Read her interview on britishstylesociety.uk

Below, photos about two outfits designed by Evelina and presented at the Amsterdam Fashion Academy’s fashion show at ParisFashion 2019 last March. Photos by Atze Pictures. Models: Cindy Koopmans and Sanja Jankovic.

Myrthe van der Leden will present her graduate collection at VFW Vancouver Fashion Week for the S/S 2020 Season. Myrthe is the only Dutch young fashion designer who has been offered a sponsorship to attend VFW. “The collection ‘Coup d’état’ is inspired by the North Korean Culture and visually represented trough a Western point of view”.

This runway event is one of the fastest growing fashion weeks in the world, and since 2001, Vancouver Fashion Week has acted as a stepping-stone for emerging designers to launch their creations into the fashion industry in hopes of one day appearing on the stages of London, Paris, Milan, and New York.

Just like it happened to renowned Dutch fashion designer Pauline van Dongen in 2011, VFW could represent an important stepping stone for Myrthe.

Below, photos about two outfits designed and realised by Myrthe. Photos by Maaike Daatselaar. Models: Donsie and André Edward Vyent.

2019 Fashion Graduates aim to clean up fashion

On Sunday the 30th of June 2019 the Amsterdam Fashion Academy celebrated the graduation of its students from the Bachelor’s (Hons) degree programmes in Fashion Business and Fashion with Textiles Design, at the exclusive Andaz hotel in Amsterdam. The event included an open exhibition of some Final Major Projects of the BA (Hons) Fashion Business graduates and a fashion show presenting the final collections of the 2019 fashion graduates from the BA (Hons) Fashion with Textiles Design.

After an introduction speech by Cristiano Carciani, Head of Academic Affairs, the stage was set for a celebration of sustainable, highly creative and innovative fashion, as design graduates showed their final collections on the catwalk. This, together with the exhibited Final Major Projects of Fashion Business graduates, was the crowning glory of three years hard work, a culmination of skills, knowledge and creativity. Following on from this came the formal ritual of recognition: the graduation ceremony. Where tradition set the tone as student’s clad in caps and gowns came forward to accept their degree from Cristiano Carciani and by doing so accepting the recognition for their endeavours and walking away as graduates. This new generation of 2019 fashion graduates are all determined to make their mark in fashion and change the industry into a more sustainable and humane one. One they can all be proud to be part of. We wish them all the best.

Photo: Ping Huang

“It’s the third year in a row that the Andaz hotel is hosting our Graduation Ceremony. The cosy, elegant and charming spaces perfectly represent the Amsterdam Fashion Academy’s characteristics. It’s the perfect location to celebrate our 2019 graduates who have been personally guided by our international teaching staff during the last 3 years. Finally, each one of them is ready for a bright career in the fashion industry with projects and collections addressing relevant topics in today’s society, from sustainable techniques to Japanese aesthetics and appreciation”, Cristiano Carciani, Head of Academic Affairs.

Photo: Maaike Daatselaar
Model: instagram.com/fridamvdw_
Make-up: Art of Colors makeup school

The 2019 fashion graduates arrived at our international fashion university three years ago full of the desire to learn and now, they are all highly-skilled and knowledgeable, not just in the practical skills they have acquired, but also as confident, self-assured individuals who are aware of how they work and of their own strengths and weaknesses. They have been followed by the teaching staff according to personal approach principle that runs this private fashion university.

Photo: Maaike Daatselaar
Model: instagram.com/happyasasquare
Make-up: instagram.com/super.cala.fragilistic

The Amsterdam Fashion Academy is a private international fashion school situated in the heart of Amsterdam; this state-of the-art academy has become a hub of student-centred learning with a high level of personal attention while also focusing on graduate employability. The Amsterdam Fashion Academy prides itself on being a, small and personal fashion academy putting quality before quantity. In 2017 it moved to its current location in an elegant townhouse in the heart of Amsterdam, which helps create a more friendly and informal atmosphere where students can get to know each other better and inspire each other.

Stefania: “This is why I loved the fashion short course Trend Forecasting!”

Are you considering to attend a fashion short course after the summer? Would like to study a course in the evening and learn about trend forecasting and marketing? Stefania Pino attended our short course ‘Fashion Forecasting, Marketing & Buying’ in February and March 2019 at Amsterdam Fashion Academy, and she learned about trend forecasting, fashion branding, fashion marketing, consumer profiling and much more that broadened her knowledge in fashion. Stefania is here to share her experience during the 8 weeks at our international fashion university. Please, read her story, and perhaps you’ll be interested in the attending a fashion short course in autumn 2019!

My name is Stefania Pino, I’m a 24 year old Italian girl and I’ve been living in Amsterdam since one and an half year ago. I work as a Marketing & Communication Executive in a small independent coffee company based here. I was always attracted by the fashion world and that’s why I decide to attend a fashion short course at the Amsterdam Fashion Academy, beside my full-time job.

I chose the “Fashion Forecasting, Marketing & Buying” short course because that’s what I would like to achieve in my future career: keep working in the marketing department but for a fashion company! I have acquired my knowledge studying Marketing and Fashion photography in Italy, but I needed a better understanding of how to apply them to the fashion system. There is so much to learn and I always suggest to follow the Bachelor’s degree programmes if you can!

The best part of the course was Rosie Martinez, our wonderful lecturer! Despite the short time available, she was able to touch all the different topics. My favourite subject was definitely Trend Forecasting: analyzing trends from the past, how they changed over time, and predicting what will come next. The most challenging part of this fashion short course was to attend it after an 8-hour working day! But the atmosphere in the classroom was lovely and relaxing and I met really nice people. Thanks to this course I will definitely continue my journey in the Fashion world!

Are you interested in doing a short course learn on Trend Forecasting and strategies in reaching consumer market? Apply now for the ‘Fashion Forecasting, Marketing & Buying’ short course and study every Tuesday evening from 2nd October till 27th November. Take action before the summer holidays!

Fashion Files 2019: one year of students’ projects

Written by Rosemonde Wang.

Always been curious about what students do at fashion university? Wondering what can you learn in a fashion school? The academic year has successfully wrapped up with the exhibition “Fashion Files 2019” that took place last Thursday, 6th of June 2019. The fashion event welcomed students and families, and fashion lovers. From garments to sketchbooks, visitors were able to look at projects, collections and all students’ achievements.

Together with the fashion exhibition, we offered a workshop on Design Methods for Sustainability, opened to everyone interested in sustainable fashion. Our lecturer Alexandra Barker talked about the need in fashion world and discussed better methods for sustainable fashion through practical examples.

All floors of our boutique academy hosted the final works of the students, including garments realized by the Foundation and Fashion Design Bachelor’s degree students. Foundation student showcased a collection realized according to the principles of sustainability.

Fashion Files 2019 reserved big attention to the first-year students of both bachelor’s degree programmes, Fashion Business and Fashion with Textiles Design. The Fashion Business (Hons) BA students worked on editorial photoshoots based on the style of Recens Paper and creating their own editions. While keeping the magazine style, they added their own editor’s notes, customer profiles, influence and inspirations, besides, of course, photoshoots they realised all around the world. The magazine spreads youth culture, including creative and unique work of young people, breaking the border of typical magazines.

On the other side, the first-year Fashion Design (Hons) BA students -besides constructing white shirts- contributed to this year’s sustainable fashion collection. These garments, created by re-using old fabrics and materials, have been exhibited at ABN AMRO bank in the central Dam Square, Amsterdam. Furthermore, one complete wall has been covered by the illustrations created during the Fashion Illustration module with professional illustrator Tessa de Graaf.

*from upper left clockwise: Jessica Khun, Tafari Lake, Noémi van ‘t Lam, Léane Amram

During the afternoon, the first-year students of both Bachelor’s degrees and Foundation worked together in a vibrant photoshoot. While some of them were also acting as models, the Fashion Business students had to style the pieces realised by the Fashion with Textiles Design and Foundation students. “Under the direction of our lecturer Giancarlo Pazzenese, they turned the production room into two photo studios. We have been very pleased to see such a collaborative atmosphere among the students who put all their creativity, energy and skills in this activity. The outcomes show a pretty high level”, Cristiano Carciani, Head of Academic Affairs, says.

The 2nd-year students presented a collection of jackets and coats. This was a very complex final project that merges all skills learnt during the year. From custom-printed street style menswear to sophisticated haute couture-like trench coat, each student had the opportunity to realise a piece according to the favourite style and inspiration.

After a whole year working on dissertations and Final Major Projects, the 3rd-year students could finally present the outcomes of their hard works. The projects by the Fashion Business (Hons) BA students has a common focus: sustainability, applied to production, processes, materials and business models. Most of these are real projects ready to be rolled out in the future: from digital platforms for garment delivery and pre-owned luxury garments and accessories to a swimwear brand specifically designed for the Dutch market. A teaser of the final collections realised by the 3rd-year Fashion Design BA (Hons) students was also included in the exhibition. Another important stage for there students, who participated at ParisFashion 2019 last March with their own fashion show and who will have a dedicated fashion show at the Amsterdam Fashion Academy’s Graduation Event 2019 on the 30th of June.

Sketchbooks and illustrations couldn’t be missing at Fashion Files 2019, and visitors had the opportunity to leaf through the sketchbooks discovering the inspirations and the design processes followed by the students in the realisation of the collections.

The Fashion Files 2019 exhibition successfully ended, and students are now enjoying their well-deserved summer holidays. We are looking forward to seeing them again in September and waiting to welcome the students of the summer courses! If anyone is still looking for a university to start in September 2019, please do not hesitate to drop us a line to info@amsterdamfashionacademy.com.

Applications for Fashion bachelor’s degrees and Fashion Foundation Diploma are still open. Check the Summer Open Days.

Fashion Files 2019 Exhibition: one year of students’ projects

Would you like to see what the students have created during this academic year at our international fashion academy? Are you interested in studying a Bachelor’s degree in fashion? Do you dream of living in Amsterdam? Or are you simply looking for a fashion exhibition in Amsterdam? Come and attend our end-of-year “Fashion Files 2019 Exhibition: one year of students’ projects” on Thursday, 6th of June between 3:00 pm and 8:00 pm at the Amsterdam Fashion Academy, Oosteinde 1, 1017 WT Amsterdam.

The Fashion Files 2019 exhibition is a celebration of a year full of ideas, creativity, challenges and emotions. All our students, from the Foundation Diploma to third year Bachelor’s (Hons) degree programs will showcase their creations which are the culmination of all their hard work and endeavor since September.

To put Fashion Files 2019 exhibition into a global perspective, the afternoon starts at 3:00 pm with the workshop “Design Methods for Sustainability” by lecturer Alexandra Barker. This workshop highlights the challenges facing humans and the planet today and discussions the Anthropocene era of man-made change. We will look at ways in which design methods relate directly to fashion design for sustainability by creating a balance in design practices between ourselves and nature. We will explore and re-think the essence of creative design, using sustainable methods and frameworks to guide the process of responsible design, so we can all contribute to a better future.

After the workshop, from 5:30 pm to 8:00 pm, visitors are welcome to explore the facilities of the Amsterdam Fashion Academy where the students and lecturers will be more than happy to explain techniques and inspirations they have used in their projects. From sketchbooks to styling photoshoots, from garments to moodboards, the exhibition includes work from the three programs: Foundation Diploma, BA (Hons) Fashion Business, BA (Hons) Fashion with Textiles Design.

Join us on June 6th and find out also how you can apply for our fashion university and start in September 2019.

Please could you let us know that you are coming so we can have a good idea or how many guests do we need to cater for? Just drop us a line at: info@amsterdamfashionacademy.com

Thanks in advance and we look forward to welcoming you to our fabulous Fashion Files 2019 exhibition on the 6th of June.

From Bollywood to Fashion Styling course. Meet Vyju!

Being an international school is in our DNA and students, as well as lecturers, come from different countries to study a Bachelor’s degree in fashion or one of our part-time courses. Vyju is a student of the Fashion Styling part-time course, originally from India. We asked her to tell us something about her Bollywood dance school and her experience at the Amsterdam Fashion Academy.

Hello everyone, I am Vjayanthi Iyer, my short name is Vyju. I come from Mumbai, India and have been living in Amsterdam for last 13 years. I have a PR, HR and Customer Relation degree/background. Before coming to the Netherlands, I have been a model and actress and have been very passionate about dancing.

I am currently working in a corporate environment in Amsterdam, but I thought that I was missing something and wanted to do something more creative with my other skills. Hence, I started my Bollywood dance school 9 years ago called Navras (9 emotions). From Friday to Sunday, I invest all my time in giving regular classes, workshops for group of people, Bachelorette parties, motivational corporate dance workshop/ teambuilding dance workshop.

I thoroughly enjoy teaching dance. I have always been passionate about dancing, any form of dance. However, Bollywood has been very close to my heart since childhood, I am glad that I am able to take it further and teach hundreds of people in NL & other parts of Europe. My students are from all over the world and I enjoy every bit of the time I spend with them.

I am attending the part-time Fashion Styling course. I chose this course as it is part time and it is only on Fridays, which at this moment I can do it easily. Of course, styling has been a part of my modelling and acting career. Now, I want to understand how I was styled and how can I do it myself. It is good to learn from professionals who have been in this industry and have been teaching fashion styling for long time. We all take it for granted that we know everything, however when you join these courses, you realise that there is so much to learn from the teachers and from your class mates. I am very happy that I joined this styling course. Learning from professions is the best part and exciting of this. The challenging part is researching and putting things together for assignments. You really need to concentrate well and get things together in limited time, but I am open for challenges and improvements.

My expectation is to learn the tricks of styling and use for with my dance school costumes. I need to learn/ understand religiously to re-use the costumes that I have in a different way. This styling course will help me to do that.

If you are interested in Fashion Styling, then you should check the Summer course Fashion Styling (from July 22nd to July 26th, 2019) and/or the next Fashion Styling part-time course (February 7th to April 24th, 2020).

Second Years are starting their fashion internships!

The second-year students of the BA (Hons) Fashion Business and BA (Hons) Fashion Design are off to work at their fashion internships for the next months.

They arrived at the Amsterdam Fashion Academy from different countries during a warm late-summer day in September 2017. We worked all together very hard for one year and half to prepare them for their first big step into the fashion industry. And now, it’s time for them to spread the wings and fly.

We want to wish all students good luck! We are sure that they will learn a lot from a real experience in the industry! We are looking forward to seeing them in September as new and young professionals of the fashion world! Of course, we’ll keep you up to date about all the new developments and feedbacks of their fashion internships.

(Photo credit: Ping Huang)

Virginie Thirion, BA (Hons) Fashion Business, 22 years old from Belgium, will work in her home country at Ambiorix in the Creative Department. “I am doing my internship as a product manager for the 125th year celebration. I will develop the collection and bring it to the market. They expect me to create the idea behind the collection and doing all the marketing research”.

Phillip Roessen, BA (Hons) Fashion Business, 23 years old from the Netherlands: “I am doing my internship at Amsterdam-based retail store FOUR Amsterdam. I am working as an “All-round E-commerce intern” focussing on website optimisation, online sales and developing my own customer base around the world”.

Zoe Kooren, BA (Hons) Fashion Business, 22 years old from Belgium, says: “My position/department for my upcoming internship at Gassan Diamonds will be in visual merchandising. During the next months I expect to learn a lot about how the internal organizations work within a luxury company. I’m looking forward to working with the styling and visual merchandising teams”.

Rebecca van Caem, 22 years old from the Netherlands, and Robin Hubert, 19 years old from the Netherlands, students of the BA (Hons) Fashion Design will both work at Reconstruct. “I am starting my internship at an Amsterdam-based clothing brand Reconstruct, where I hope to learn more about the process of producing a collection. I’m really interested in getting a better understanding of how the industry works and be able to create my own brand in the future”, Robin says.

Tricie Bergmann, 22 years old from Austria: “I will be moving to the UK to start my internship at Aitor Throup Studio. I’m very passionate about sewing, so I wanted an internship in which I would be involved in the production process, with a designer whose work I genuinely admire”.

Ellen Hawes, 21 years old from the UK: “I worked with fashion designer Kasper Jongejan over the course of about 4 months and was helping him to create the garments for his collection that was to be part of Dutch Sustainable Fashion Week. I did a lot of weaving when I was with him but then moved on to pattern cutting for some hats which were going to be featured in his new shop”.

Alexandra Poláková, BA (Hons) Fashion Design, 23 years old from Slovakia: “My internship will take place at a design studio of a young Dutch designer Tess van Zalinge, in Amsterdam. I will be Fashion Design Intern and some of my daily tasks will include gathering inspiration for new projects, translating ideas into sketches and designs, creating moodboards and technical drawings, making patterns and transforming them into garments. I am looking forward to being part of the development and realisation of the collections from the first sketches to a fashion show”.

Lisa Wiendels, BA (Hons) Fashion Business, 22 years old from the Netherlands: “I am doing an internship at Runes Athletica as a Fashion Intern with a specialization in Social Media. I have been given the opportunity to assist in all areas for the launch and development of this start up brand”.

Liana Weber, BA (Hons) Fashion Business, 21 years old from Germany, will work as Social Media Intern with a DJ/artist in Amsterdam.

Marijne Weggemans, BA (Hons) Fashion Business, 23 years old from the Netherlands, will work with popular fashion blogger Rebecca Laurey as Social Media Intern.

Maria Sole Novelli, 23 years old from Italy, will be intern at Suitsupply, renowned Dutch men’s fashion brand.

Sophia Pohlmann, 20 years old from Austria, is in Germany working at A Kind of Guise, brand that offers a wide range of menswear, womenswear and accessories.

Gabriella Frempong, 27 years old from the Netherlands, will work at The New Originals in Amsterdam.

Domitille Georget, 24 years old from France, is starting soon her internship at La Belle Studio, Amsterdam.

Sabrina Marinus, 25 years old from the Netherlands, will do her internship with Dutch fashion designer Dennis Diem.

Merel van der Laak, 21 years old from the Netherlands, will work with Dutch illustrator Anne Stooker.

What does a Phd student in architecture do in our pattern making course?

The pattern making course is always one of the most popular courses at our international fashion school. Students from different countries and with different background choose every semester to enrol in our fashion academy and to learn how to create patterns and construct garments. Besides learning from our expert lecturer Hanneke Ketting, they decide to develop their skills in our small groups in a non-stressful and familiar environment. This is what one of the students of the Pattern Cutting & Construction Techniques part-time course told us:

“I am Mine Dogan. I am an architect, originally from Turkey. I moved to Amsterdam from London and I have 2 kids. I studied architecture and now I am doing my Phd on Architectural theory. I always had a thing for sewing and fashion so here I am. At the Amsterdam Fashion Academy I attended the part-time course Pattern Cutting & Construction Techniques from October to December 2018. I enjoyed it so much, that I decided to enrol in the second part of the course, which is focussed on coats and jackets and will finish in a couple of weeks. I also liked the fact that this course is taught in English and held by professionals. I get to learn a lot and practice at the same time with all the equipment in the working studio. The most challenging part of it actually sewing the collars right! In the future, I would like to draw and construct a complete collection.”

The Pattern Cutting & Construction Techniques part-time course will start again on April 5th and applications are open. This 3-month pattern making course is designed to develop technical skills in pattern cutting and garment construction area. You will learn how to construct full scale blocks and engineer into final working patterns, then use specialised industrial machinery to manufacture a final garment. The short pattern making course is offered every Friday from 9:30am to 5:00pm.

You will investigate and demonstrate a practical understanding of the technical processes to create a comprehensive range of technical samples including some tailoring methods. After a critical evaluation you can select some technical processes to realise your designs.

Course subjects:

Taking measurements and constructing basic blocks
Pattern blocks to include a bodice, skirt, trousers and one piece sleeve
Pattern adaptations to include; dart manipulation and cut and spread
Construction of master patterns and samples
Basic construction and sewing skills
Proficient handling of industrial sewing machines
Pressing techniques
Formation of a reference manual of all pattern blocks studied

If you want to learn more about the pattern making course, please do not hesitate to send us an email to info@amsterdamfashionacademy.com or to call +31 20 489 66 92.

Lecturer Laura Malone selected as judge for Zalando Lounge Design Contest

The Amsterdam Fashion Academy is proud to announce that the lecturer Laura Malone has been invited to be part of the jury at Zalando Lounge Design Contest, which invites students, creatives, designers and interested parties to come up with a design idea for a jute bag that will create a moment of happiness in daily life and thus increase the general awareness of happiness.

Originally from Ireland, Laura Malone is a fashion designer, illustrator and lecturer in the BA (Hons) Fashion Design, Fashion Foundation Diploma and Fast-Track Fashion Design & Business programmes. She has lived and worked in Amsterdam for more than four years. In the course of her career Laura worked together with international brands to develop concepts, trend forecasts and the developments of capsule collections.

“I feel so honoured to be part of the Zalando Lounge Design Contest. I can’t wait to see the creativity of the entrees and expect to see an exciting array of ideas filled with joyful designs. Working with the creative and innovative Zalando team is a very exciting prospect”, says Laura Malone.

“Zalando Lounge is delighted to announce that Amsterdam Fashion Academy’s very own lecturer, Laura Malone, will be one of our judges to the much anticipated Zalando Lounge Design Contest. Laura’s expertise in Fashion alongside her experience in teaching makes her a perfect judge for the competition and we are looking forward to seeing her favourite designs submitted by students!”, says Marielord Lumumba, Senior PR & Corporate Communications Manager for Zalando Lounge.

Paris Fashion Week: 3rd-year students present final collections

Last day of preparations before ParIsfashion on March 5th, international runway while Paris Fashion Week where our 3rd-year students of the BA (Hons) Fashion Design will present part of their final collections.

Evelina Anglickaite, Isabelle Wildenburg, Joanna Grice, Myrthe van der Leden and Zara Kanaan have worked during the first semester in the conceptualisation, research and design of their final major projects and are now in the process of creating the collections. FashionUnited will cover the students’ experience during Paris Fashion Week on its Instagram stories on March 5th from 3:00pm.

“For my final collection I made a research about a country that is unknown in the Western world: North Korea. I’ve inspired by the oppressing feeling of the dictatorship as well as visuals and colour palette by the music video “Coup d’état” by the south Korean rapper G-Dragon. This music video visually represents the feeling of a dictatorship very well and stimulates the feeling of fighting back.”
– Myrthe van der Leden

“Western beauty is radiance, majesty, grandness and broadness. In comparison, Eastern beauty is desolateness. Humility. Hidden beauty”, says Shozo Kato. The Japanese Aesthetics are a set of ancient ideals which underpin much of the Japanese culture and aesthetics norms on what is considered tasteful and beautiful. It is a worldview, a lifestyle. Seen throughout architecture, design and art, it is the true core behind traditional Japan, defining every element and detail. For this collection, a deeper insight will be taken into Japanese Aesthetic Principles and architecture – what truly was the surrounding environment of the ancient Japanese – as well as exploring the relationship between nature and innovation, simplicity and tranquillity.”
– Evelina Anglickaite

“Welcome to 2019. We are currently living in the future and the nature of a human being is evolving along with digital technology. This collection is designed for the future costumer. She is empowered, provocative and full of velocity. Most of all, expressing myself through my art is one of the morales that I live by, so I’m extremely grateful for the opportunity to create this collection and share it with creative minds. So excited for the Paris Fashion Week!”
– Zara Kanaan

“Dress icons of tomorrow with designer outfits carrying the message that says: take care of each other and the planet we live on. Sustainable and responsible fashion also can be of top quality and care about the people working in the production process the same time. The D1RT Sports Collection carries a message. A protest against polluting the world and following the. It’s a rebel collection as well as a promise. A promise to be an icon in the world of tomorrow with a message of the past that we can do better, be smarter, more beautiful from the inside and out.”
– Isabelle Wildenburg

Follow the students’ experience at ParIs Fashion on our Instagram stories or on FashionUnited on March 5th from 3:00pm.

Interview days 2019: see what happened in the first one

Are you interested in attending one of our interview days 2019 and study at fashion academy in Amsterdam? On the 6th of February we held the first interview day at the Amsterdam Fashion Academy for 2019 intake. Just like last year’s interview days, this first shortlisted group of potential students arrived from different countries to get their chance to be admitted on our three fashion programmes validated by Bucks New University: Fashion Business (Hons) BA, Fashion with Textiles Design (Hons) BA, Foundation Diploma.

Netherlands, Switzerland, UK, Italy, Colombia, Japan, Suriname, Peru, Vietnam and Venezuela: students came to our Amsterdam international school of fashion from all corners of the world and this to underline once again the international value of our fashion academy.

What do interview days 2019 mean? The interview day is a day when we invite a group of potential fashion students to come and work with us. The day is designed to give our team the chance to spend time with potential students of our and work with them so they can get a real feel of what it is like at our international fashion academy, meet other students, explore Amsterdam fashion world and the city.

They worked from 10:00am to 4:00pm with our lecturer Laura Malone in a fashion styling workshop. We divided them into groups of 3 (the stylist, the photographer, the model) and asked each group to organise and work on a photo shooting to tell a story or express a concept. After working on mood boards in the morning, the groups took action and used the whole building and the surroundings for the photo shootings. During the day, each student had a formal interview with our lecturers.

“It was a talented group of students who produced really creative works. We are excited to work with them next year and we are looking forward to meeting more talents in the next interview day on the 26th of April”, says Iris Peitzmeier, Managing Director.

So, don’t worry if you missed out on this one! We scheduled two dates for the interview days 2019. You can still be shortlisted to the April 26th interview day. How? Here are your options: you can sign up to the last Open Day and visit our international fashion university on March 9th (we will also schedule a personal meeting for you with a lecturer on that day), or you can send us an email to schedule a call or a meeting on a day of your choice in February or March. Don’t miss the chance and please contact us as soon as possible.

See here below the final photos!

Looking for an evening fashion course in trend forecasting?

Would you like to gain knowledge and skills to work on the business side of fashion, but you don’t have time to attend a full-time course during the day? Would you like to have a career in areas like merchandising, buying, sales, production, communications, sourcing and range planning? Then, you should consider our evening fashion course in trend forecasting, marketing & buying.

Our evening course in trend forecasting will start on the 5th of February, from 6:00pm to 9:00pm for 8 Tuesdays. You will study the marketing environment, apply research to inform future probable consumer needs and trends analysis, and will gain an understanding of fashion buying motives. This is the only evening course in fashion forecasting offered in Amsterdam and there is only a limited number of spaces. We like to have small groups of students rather than big classes in our intimate and friendly boutique academy, as we are keen to offer a personalised teaching to the students.

Rosie Martinez-Dekker will be the lecturer of the Fashion Forecasting, Marketing & Buying short course. Rosie is a graphic and textile designer, with 20-year broad international experience gained by working with textile companies and mills in the field of design and with brands in the commercial and manufacturing side. G-Star, Nike and Levi Strauss. are just some of the companies she worked with. Rosie is also lecturer in our Fashion Business (Hons) BA.

The evening course in trend forecasting, fashion marketing and fashion buying covers topics like understanding consumers, consumer profile, trend prediction, buying and target markets, promotion campaigns, sales promotion, fashion PR, fashion marketing & promotion trends, fashion marketing frameworks for research & analysis, fashion market level research.

REGISTRATIONS ARE STILL OPEN!

Fashion Design programme exhibition: how did it go?

What a lovely vibe at the Amsterdam Fashion Academy last Thursday, 13th of December 2018! Many people and friends came to visit our exhibition of students works created in the BA (Hons) Fashion Design, BA (Hons) Fashion Business, Fashion Foundation and Fast-Track programmes.

Garments, coats, designs, styling and textiles: the visitors had the opportunity to check what the fashion students did in just 3 months in our fashion design programme. The exhibition was also the excuse to celebrate the students of the Fast-Track Fashion Design & Business course, a group of international students coming from different countries who studies at our fashion university for 12 weeks.

The Fashion Design programme exhibition included several pieces, such as jackets realised by the second-year BA (Hons) Fashion Design students, two dresses created by Emma and inspired by her childhood in Shanghai, two clothes by Tiffany, from Tokyo, inspired by a Parisian love story, a piece by Zhinia inspired by Iranian craftmanship and a piece from Olivia’s feminine collection inspired by Spanish culture and storytelling, among others.

The Fast-Track Fashion Design & Business course will start again on May 6th and applications are open. You can spend three months at our international fashion academy in Amsterdam learning fashion design, illustration, pattern making, draping, trend forecasting, marketing. The perfect way to combine travel, culture, creativity, learning and laying the foundations of your future and all in 12 weeks, which also happens to fit the validity of a 3-month tourist visa to the Netherlands. Please, watch the video below about the experience of the previous course.

Furthermore, we have scheduled a new event on the 29th of January 2019, from 6:30pm to 8:30pm under the topic “How can designers & stakeholders contribute to a more sustainable fashion”. Guest speaker will be Dr. Radha Jethu, assistant-professor and program manager of the MBA-program Fashion Management at Business School the Netherlands. She has a PhD-degree in European Law and conducted research on Textile labelling. Moreover, she is the co-author of the book International Business (2016) published by Noordhoff Publishers and Routledge Publishers (UK).

“I work in the textile industry for almost 20 years and I feel privileged to share my knowledge and ideas of Fashion Business, gained over the years through intensive research and study combined with my experience in the fashion industry”, says Radha.

The Meetup is free and open to everybody. After the talk, we will have a networking session, with drinks and snacks.

With the Pattern Cutting part-time course I started to dream again!

My story with fashion started long time ago when I was 17 years old and wanted to do my first bachelor’s degree in Fashion Design, but life made me to put my dreams apart. After 10 years, 3 different professions and several countries, I understood that I couldn’t hide my dreams anymore, but I needed to do what I like and follow my dream, starting with a pattern cutting par-time course.

The Amsterdam Fashion Academy is the place where I decided to dream again and learn how to make dresses the way I want. Before that, I took sewing classes but using already-existing patterns was not enough for me. Therefore, I enrolled in the part-time course Pattern Cutting & Construction Techniques and it was perfect! The programme was just what I was looking for.

My experience exceeded my expectations. I learned much more than it was listed in the course, because the lecturer and Academy give you the freedom and space to learn whatever you want to learn. The group was small enough to learn and big enough to make friends, so the atmosphere was always great, and I was looking forward every week to the class.

Few months later the pattern cutting part-time course I started my own fashion brand Masha Maria. It is vintage-inspired clothing offering unique sustainable handmade garments. Of course, I would like to do everything, but what I have learned in the course, besides the technical aspect, it that we should spend my time wisely and understand what we can or can’t do. Therefore, I decided to start with winter wool coats for men and women made from vintage blankets. I have started my Kickstarter campaign where I want to offer wider range of garments.

The Pattern Cutting part-time course at the Amsterdam Fashion Academy has taught me to experiment at not being afraid of mistakes – they happen, it is part of the process and this is how you learn and grow. I would definitely recommend it, because it gives you all the tools to become self-made fashion designer and do what you love!

THE PATTERN CUTTING & CONSTRUCTION PART-TIME COURSE WILL START AGAIN ON THE 11TH OF JANUARY 2019. CONTACT US ON INFO@AMSTERDAMFASHIONACADEMY.COM

Dec. 13th: fashion show exhibition and branding lecture

The Amsterdam Fashion Academy is happy to invite you to visit its first world-inspired fashion show exhibition on Thursday, the 13th of December 2018 from 6:00pm to 9:00pm. Simultaneously, a lecture about branding will be offered by the creative boutique agency Mamma Soup.

The fashion show exhibition and the lecture will be open to the public with no cost. Visitors will have the opportunity to meet students and lectures, beside exploring the works that the talented students have created during the last three months as part of the BA (Hons) Fashion Design, Fashion Foundation Diploma and Fast-Track Fashion Design & Business course.

23 students, coming from all corners of the world, chose to continue their studies and to gain professional skills in this private international fashion school situated in the heart of Amsterdam. The fashion show exhibition will include several pieces, such as jackets realised by the second-year BA (Hons) Fashion Design students, two dresses created by Emma and inspired by her childhood in Shanghai, two clothes by Tiffany, from Tokyo, inspired by a Parisian love story, a piece by Zhinia inspired by Iranian craftmanship and a piece from Olivia’s feminine collection inspired by Spanish culture and storytelling, among others.

“We are very proud to host this fashion show exhibition in our elegant building and to give our students the opportunity to show their pieces to Amsterdam’s fashion community. It is important for them to meet and receive feedbacks from external people. During this semester we did our best to bring experts from the fashion industry in our exclusive academy in order to offer the students more learning opportunities”, says Iris Peitzmeier, Managing Director. “From Viktor & Rolf’s Masterclass and the jeans design competition for the Dubai’s market with Stefan Lohmann to guest lectures by London-based print designer Davinder Madaher, Paris Fashion Week designer Nasheli Juliana and former Calvin Klein Marketing Manager Sara Tugnolo, our semester has been very busy, and we are happy to show this to the public. I’m also glad to announce that the collection of our third-year students will be presented at Paris Fashion Show in March 5th and 6th”.

From 6:30pm to 7:30pm, Pepe Villaverde, Founder and Creative Director, and Milly Roy, Head of Marketing, from the creative agency Mamma Soup will offer the lecture “UNlearning to Learn: build a brand now that is future proof”.

“We are programmed into a society of rights and wrongs. This directs us to make decisions and/or shy away from ideas constantly. This session will get you to challenge some ‘facts’ and opinions so you can get better at developing and creating communications and brands. Forget about the codes and rules and how things should be. Join us in order to know more and build a brand now that is future proof”, says Pepe Villaverde.

Mamma Soup has spent 6 years of boosting lifestyle branding and developing global campaigns and digital strategies for brands such as Tommy Hilfiger, Adidas, Calvin Klein, Diesel and deBijenkorf. They have collaborated in internationally recognised projects for agencies such as JWT, DDB, Grey or StrawberryFrog achieving international awards and recognition.

“This event is for free and everybody is more than welcome to join us at our international fashion academy in a friendly and cosy evening. You will meet our lecturers and students and we will offer you drinks and snacks. During this year we have met many interesting people at our evenings with several ideas and projects and we would like to invite all of you to come at the academy one more time for a toast to 2018 and to welcome the new year”, says Iris Peitzmeier.

Meetup + Fashion Exhibition: UNlearning to Learn

We would like to invite our fashion community to visit us on the 13th of December 2018 from 6:00pm for a new Meetup “UNlearning to Learn: build a brand now that is future proof” and for the Fashion Exhibition of students’ works.

We are programmed into a society of rights and wrongs. This directs us to make decisions and/or shy away from ideas constantly. This session will get you to challenge some ‘facts’ and opinions so you can get better at developing and creating communications and brands. Forget about the codes and rules and how things should be. Join us in order to know more and build a brand now that is future proof.

MEET THE GUEST SPEAKERS

Milly Roy loves all things food – so much so that she made her profession within the consumer goods industry. She has spent the past several years working with National and Global retailers and manufacturers across Europe and Canada: from Loblaw and Metro to Pepsico and Tesco. She specialises in understand shopper habits, what drives their behaviour and how to forecast future trends based on past behaviours. She worked across marketing, sales, business development and client relationships. She now brings this to the Fashion and Lifestyle world at Mamma Soup as Head of Marketing.

Pepe Villaverde is a Creative through and through, his passion lies in strategic branding and communications developed for more than 15 years working in top agencies and global corporate advocating for innovative next-gen strategies. He is leading the charge applying Branding Intelligence and starting up his own boutique creative agency, called Mamma Soup with a strong international portfolio to show for it across Europe with names such as: Diesel, Tommy Hilfiger, deBijenkorf, Adidas, Kia, CK… to name a few. Where he is not only the founder, but also Creative Director.

Visit: mammasoup.com

FASHION EXHIBITION

We want to close the year with a special Meetup, where you won’t only meet two amazing guest speakers from the creative boutique agency Mamma Soup, but also you will have the opportunity to visit our fashion exhibition of pieces realised by students of the BA (Hons) Fashion Design, Foundation Diploma and Fast-Track Fashion Design & Business course.

IT’S FREE

As all our Meetups, this event and the fashion exhibition are for free and everybody is more than welcome to join us at our international fashion academy in a friendly and cosy evening. You will meet our lecturers and students and we will offer you drinks and snacks. During this year we have met many interesting people at our evenings with several ideas and projects and we would like to invite all of you to come at the academy one more time for a toast to 2018 and to welcome the new year!

Students’ jeans collections will be sold in Dubai’s market!

During the last weeks, the third year BA (Hons) Fashion with Textiles Design students have been challenged to design jeans collections for the Dubai’s market.

Last Friday, they presented their final works to Stefan Lohmann, Head of Pattern, Designs and Sales at Skytex. The project involved custom analysis, jeans trends analysis, final sketches, technical drawings and patterns.

The jeans collections of the winners, Myrthe van der Leden and Evelina Anglickaite, will be developed at the Academy under the guidance of Stefan Lohmann and sold in the Dubai’s market.

“The Amsterdam Fashion Academy is very proud of all four finalists, including Joanna Grice and Isabelle Wildenburg, for the professional and excellent work. It was a wonderful opportunity for them to work with a real client within our international fashion academy and grow professionally as fashion designers”, says Iris Peitzmeier, Managing Director.

On Monday, November 26th Stefan met again the students and offered them a workshop in advanced CAD and grading techniques with Assyst System. Stefan and the students made together the pattern of the final designs and chose the fabric. Then they will make the prototypes in Stefan’s factory to than create the actual fashion collection pieces.

“Evelina had a very commercial concept that fits perfectly in our collection so we would also do the styling in our collection to show it to our customers. Myrthe had a very good concept for our target group. I liked a lot her detailed presentation”, says Stefan Lohmann.

The busy life of the Amsterdam Fashion Academy’s students

Dutch Sustainable Fashion Week:
A group of students of the Fashion Business (Hons) BA, Fashion with Textiles Design (Hons) BA, Fashion Foundation Diploma and Fast-Track Fashion Design & Business programmes, guided by the lectures Deborah Smailes and Giancarlo Pazzanese, had the opportunity to work in the backstage of the Dutch Sustainable Fashion Week on Friday, the 12th of October 2018.

Tafari Lake, student of the Fashion Foundation programme, shared his experience with us: “It was a really nice experience for all of us and the first time for me in the backstage of a fashion show. We had the chance to help with managing the location and, above all, with dressing up the models. I started the Fashion Foundation programme two weeks ago and I really like the mix of fashion design and fashion business that it offers. What do I want to study after? Before the course, I would have said Fashion Design, but now I’m also very interested in the

business side of fashion. I will have a more clear idea in June!“.

Professional lectures:
Every week we bring professional guest lecturers at our boutique academy to give the students new learning opportunities and insights from the fashion industry.

Nasheli Ortiz, London Fashion Week and Paris Fashion Week designer, presented her last collection Stranded and her previous pieces, featured on Vogue and Forbes.

Davinder Madaher is a print and textiles designer who shared with the students his 25 years experience in the field and gave feedback to the 2nd year Fashion with Textiles Design (Hons) BA students on their textiles projects.

Sara Tugnolo, former marketing manager at Calvin Klein, met the Fashion Business (Hons) BA students to talk about how to grow a business.

Renske Mennen is an expert trendwatcher and founder of Trend Agency Move. She offered a lecture to all students about fashion trends.

Fashion Design BA students selected by Viktor & Rolf

What’s more inspiring for fashion design students than meeting professional designers? On Thursday, 13th of September, we brought the 2nd and 3rd year BA students to Viktor & Rolf’s masterclass at Kunsthal Rotterdam.

Three of our Fashion with Textiles Design (Hons) BA students were selected to present their fashion portfolios to Viktor & Rolf in front of the audience. Isabelle Wildenburg, Myrthe van der Leden and Zara Kanaan just came back from their internships and have been immersed immediately into projects and competitions at our international fashion academy.

“It was a really overwhelming experience. Being selected by Viktor & Rolf was unexpected, as well as having the opportunity to meet them and talk with them. Even though they are very famous, we felt very welcome and at our ease while showing them our work”, they say.

Just like the other 2nd year BA students, Isabelle, Myrthe and Zara spent few months away from our boutique academy and did an internship in the fashion industry. Isabelle spent six months in New York City working at luxury streetwear brand Nomad VII by Anne Bowen. Myrthe was intern in Copenhagen at Tobias Birk Nielsen where she worked in the photoshoot and in the preparation of the look books of AW18 collection and collaborated the in creation of the SS19 collection. Zara worked at Amsterdam’s based company Stieglitz where she made prints for the SS19 collection and managed social content.

During this new academic year, they will work on their dissertation and final collection that will be presented in June at the graduation ceremony. Oh, by the way, did you check the 2018 graduates on this page?

Cover photo by Fred Ernst.
Other photos by JFstyles Photography.

Amazed or disappointed after your first fashion week at university?

If you are doubting, then it’s not too late to start this academic year at the Amsterdam Fashion Academy. From styling competitions, to photo shootings, professional workshops, visits to museums and fashion stores, the students of the Amsterdam Fashion Academy were totally immersed in the culture and creativity of Amsterdam during the induction fashion week. Watch the movie below and if you dream of being part of this intimate and small boutique academy, please be aware that there are still few places available in the Fashion with Textiles Design (Hons) BA and that you are still on time to enter in the programme now.

Induction fashion week was truly an inspiring, exciting and fun time with students and staff all getting to know each other. The 65 students who chose the Amsterdam’s finest international fashion academy come from every corner of Europe and the world, bringing an international vibe and different points of view. The highest quality of the international teaching staff flourishes in the informal and friendly atmosphere by having the time and space needed to nurture individual talent and creativity.

“A new year means new people! We would like to say hello and welcome to the new students and we wish them lot of luck, inspiration and most of all, fun! For this new school year, we are planning many competitions, exhibitions and collaborations with the industry to give the students more experience in the real world, starting now by bringing a group of them to the Amsterdam Fashion Week and to a masterclass by Viktor & Rolf”, says Iris Peitzmeier, Managing Director.

The University awarded Fashion with Textiles Design (Hons) BA is aimed at students who intend to pursue careers as Fashion and/or Textiles Designers and involves both conceptual and trend driven design work through experimentation with creative cutting techniques, traditional pattern cutting, textiles, research, illustration, business and manufacturing skills and culminates in a final professional collection show and portfolio outcome exhibition. Translate inspired ideas into real clothes. Turn abstract ideas into well-made garments. The Amsterdam Fashion Academy can help you become an independent creative thinker who can come up with your own innovative solutions on a daily basis.

You can contact the Amsterdam Fashion Academy by email at info@amsterdamfashionacademy.com or by phone at the number +31 (0)20 4896692.

More information about the Amsterdam Fashion Academy.
The Amsterdam Fashion Academy is a private international fashion school situated in the heart of Amsterdam; this state-of the-art academy has become a hub of student-centred learning with a high level of personal attention while also focusing on graduate employability. The Academy opened its doors in 2013 and was soon able to offer university awarded British Bachelor’s Honours degrees in Fashion with Textiles Design and Fashion Business, accredited by the reputable Buckinghamshire New University in England, along with a Fashion Foundation programme. This also means the degrees are aligned with the UK Quality Assurance Agency (QAA) standards. The Amsterdam Fashion Academy prides itself on being a, small and personal fashion school putting quality before quantity. In 2017 it moved to its current location in an elegant townhouse in the heart of Amsterdam, which helps create a more friendly and informal atmosphere where students can get to know each other better and inspire each other.

Pattern Cutting course: planning to sign up? Read Zephrine’s review!

My name is Zephrine Mathew. I’m 22 years old and I’m very interested in the creative and technical aspects of designing and making of clothing.

I have little experience in fashion itself, but I’m well aware of everything that surrounds fashion, whether it’s music, art or photography. I would like to further explore and experience all this aspects through fashion. I don’t live in Amsterdam, but I have noticed while spending my time here, that it is a very beautiful and lively city. It has so many different people with differentvstories, passions and backgrounds, which makes it the perfect place to draw experience from and creating of interesting concepts and designs.

I attended the Pattern Cutting & Construction Techniques part-time course at the Amsterdam Fashion Academy from February to May 2018. I choose this course because I wanted to explore what it actually means and takes to bring a design to live. Also, I wanted to learn the proper techniques to creating a precise and well made garment. The best part of the course is the personal guidance that you get from the teachers. The patience and care they show you, to be able to develop proper skills and knowledge of pattern cutting. One of the challenging things that you can come across in this course, is the fear of not pushing your limits and really challenging yourself. Don’t be afraid to step out of your comfort zone and grow. My plans now is to continue my journey in becoming a great pattern cutter.

One year of Fashion with Textiles Design BA (Hons)

Translate inspired ideas into real clothes. Turn abstract ideas into well-made garments. We all have our own unique creativity but you need to be able to find it, nurture it, inspire it and learn to express it. We can help you to become an independent creative thinker who can come up with your own innovative solutions on a daily basis. Are you creative and fashion-minded? Are you dreaming to become a fashion designer? Do you want to study a Fashion with Textiles Design BA (Hons) programme in our international fashion academy and start in September 2018? Then you really need to let us hear from you, otherwise this chance of a lifetime will pass you by. Sign up to our next Open Day or send us an email to info@amsterdamfashionacademy.com

Let’s take a look to what the students did this past year.

Draped Madness Collection

The 1st-year Fashion with Textiles Design BA students worked on the Draped Madness Collection under the guidance of lecturers Hanneke Ketting and Laura Malone.

Top-view collection

During the first semester, our 2nd-year students were busy creating garments under the theme “top view” meaning they need to design and create garments as seen from above. This was part of the course Fashion Cutting & Construction with our lecturer Cristiano Carciani.

Textiles Cutting & Construction

Experimentation with fabrics and re-use of materials. Here are few of the very creative works done by the 2nd-year students.

Illustrations

Mood boards, sketchbooks, silhouettes, and more.

Internship

All 2nd-year students are spending the semester doing interesting and exciting fashion internship experiences in the fashion industry. This is what two students told us about their experience:

“As a Bachelor’s degree student, I was given the opportunity to gain greater knowledge of the fashion industry and the design process with an internship at the headquarters of Essentiel Antwerp. Working side by side with the designers, stylists I experienced the various steps of the design process – choosing the right fabrics, creating a colour story, receiving first prototypes of a garment, fittings, quality checking and of course the thrill of a collection presentation show” – Evelina Anglickaite

“When I started my internship on the 1st of February 2018, the collection AW18 was already finished, but I had the big opportunity to work in the main photoshoot and in the preparation of the look books. After that we started to design the SS19 collection, for which I worked with showpiece patterns, creation of hoodies and short cords from scratch, as well as fabric dying, styling and mood boards” – Myrthe van der Leden

Stay tuned to see the photos of the final show with pieces by the Fashion with Textiles Design BA 3rd-year students.

Internship stories: fashion design BA students in New York and Copenhagen

While the academic year 2017/2018 is about to end this week with final presentations, and the countdown of the fashion summer courses has begun, most of the 2nd-year Fashion Business and Fashion with Textiles Design (Hons) BA students are still doing their internships around world. Few weeks ago we reached out Evelina Anglickaite, who told us about her job at Essentiel Antwerp. Today we want to introduce you our fashion design BA students Isabelle Wildenburg and Myrthe van der Leden.

Isabelle Wildenburg is currently in New York City as intern a global, luxury street wear brand Nomad VII by Anne Bowen. Isabelle is telling her experience in the United States on her website d1rt.nl, where she also collected all the projects she did at the Amsterdam Fashion Academy during the last three years. Indeed, she started in 2015 with our Fashion Foundation programme, before continuing her studies in the Fashion with Textiles Design (Hons) BA programme in 2016.

Myrthe van der Leden is currently in Copenhagen, Denmark, doing an internship at Tobias Birk Nielsen. This is what she told us: “When I started my internship on the 1st of February 2018, the collection AW18 was already finished, but I had the big opportunity to work in the main photoshoot and in the preparation of the look books. After that we started to design the SS19 collection, for which I worked with showpiece patterns, creation of hoodies and short cords from scratch, as well as fabric dying, styling and mood boards”.

We can’t wait to welcome back our 2nd year fashion design BA and fashion business BA students in September and know more about their internships all around the world. If you want to follow Isabelle and Myrthe’s steps into the fashion world, you can still apply to our Fashion with Textiles Design (Hons) BA, Fashion Business (Hons) BA and Fashion Foundation programmes and start in September 2018. Please, send us an email to info@amsterdamfashionacademy.com and we will be more than happy to schedule a personal appointment with you at the Amsterdam Fashion Academy.

DIY upcycled fashion workshop with International School The Hague students

On the 15th of May, we had the pleasure to host a group of students and teachers from the International School The Hague. They spent a day at the Amsterdam Fashion Academy working on a creative DIY upcycled fashion workshop, under the guidance of our lecturer Laura Lepre and former student Silvia Porru.

During this DIY upcycled fashion workshop we teached them how to reshape and customize an old t-shirt into something new and fresh! This workshop was all about creating, innovation, cutting, pimping, glittering, drawing, embroidering and designing! They had the opportunity to explore innovative approaches to design through individual styles and experimentation. At the end of the workshop they realised a photo shoot wearing the t-shirts and other clothes from the Academy.

“With the aim of strengthening the links between the Amsterdam Fashion Academy and the International Schools and their career counsellors, these creative fashion workshops are designed to let small groups to experience the real life at the Amsterdam Fashion Academy for one day and to taste what it means to study fashion. We are now planning more workshops with other schools and we are really curious to meet more talented and creative young students”, says Cristiano Carciani, Head of School ad interim.

Sustainable fashion symposium: well done to the 1st-year students!

As part of the Project Management course, the 1st-year Fashion Business (Hons) BA students worked hard to organise this symposium about sustainable fashion. “Our focus was to encourage sustainability to the next generation of fashion professionals. Together we empower to take action for a more sustainable fashion industry”, says Phillip Roessen, project manager.

“I was one of the two project managers. I really enjoyed the experience to work in a team and realise a real event. Furthermore, I am really interested in sustainability and I’m glad that we were able to inspire our design students to work in a more sustainable way”, says Katja Gerber, project manager.

Marijne Weegemans gave us an overview on how sustainability developed in the fashion industry, becoming one of the most important aspects to consider for brands. Lisa Windels focused on sustainable materials and presented alternative materials, such as leather made of mushrooms. Last but not least, Liana Weber talked about new business models by providing case studies of companies with sustainability in their DNA. “The Dutch Sustainable Fashion Week is a great way to get inspired and to inform yourself on how to become more sustainable. Their website gives great facts on the fashion world and gives interesting tips on how to get started. The fashion library Lena (located in Amsterdam) is a good idea if you want to keep switching up your closet and not have to throw away anything and MUD Jeans is an international success that allows you to get jeans by subscription and switch them for a new pair every year””, explains Liana.

“Organising the design2sustain symposium was a great way for the students to implement whay the learned during the Project Management course and to learn more about sustainable fashion. Every student was assigned a specific role, which gave each of them the opportunity to participate and develop their skills”, says Rosie Martinez, lecturer of the course.

Intake 2018: did you miss the last interview day? Don’t panic. You can still apply!

On the 26th of April we held the third interview day at the Amsterdam Fashion Academy for intake 2018. It’s a day when we invite a group of potential students to come and work with us. An important day for all concerned. The day is designed to give our team the chance to spend time with potential students and work with them so they can get a real feel of what it is like at our international fashion academy, meet other would-be students and also see Amsterdam.

The countries represented by the third group of 12 potential students were France, Italy, Sweden, The Netherlands, UK and Zambia. A really creative and talented group, perfect for our international boutique academy. They worked from 10:00am to 4:00pm with our lecturers Laura Malone and Laura Lepre in a fashion styling workshop. We divided them into groups of 3 (the stylist, the photographer, the model) and asked each group to organise and work on a photo shooting (a face close-up and a full-body photo) to tell a story or express a concept. After working on mood boards in the morning, a walk in the city around stores and canals was the right excuse to have a break, enjoy Amsterdam and find more inspirations for their projects.

In the afternoon the groups took action and used the whole building for the photo shootings. We loved seeing these young fashion lovers walking around our fashion school looking for the perfect spot and mixing with our current students.

Although this was the last interview day of intake 2018, applications 2018 for our Fashion with Textiles Design (Hons) BA, Fashion Business (Hons) BA and Fashion Foundation Diploma are still open. Don’t wait too long. Check our three fashion programmes validated by Bucks New University and schedule a personal meeting on the 1st of June 2018.

New international student Harry Chai starts the 3-month fashion course

Although the Fast-Track Fashion Design & Business course will start officially on the 30th of April, Harry Chai is already in Amsterdam to study our 3-month fashion course. We asked him to share his first thoughts about this Fast-Track fashion course, the Amsterdam Fashion Academy and how it’s like living in the Netherlands.

“Hello, my name is Harry, I am 22 this year and I am from Malaysia. I’m a mass communication graduate. I’m currently doing a Fast-Track Fashion Design & Business course at the Amsterdam Fashion Academy. I chose this 3-month fashion course because I want to make a career in the fashion industry. This is my second week at the Amsterdam Fashion Academy and I’m enjoying all the classes. I don’t have any knowledge in this field, but the lecturers are really friendly and experienced and I’m learning a lot from them. I really like how things work in the Netherlands and how everywhere you go streets and parks are clean. Amsterdam is cosy and full of fresh and exciting opportunities. My plan is to gain as much as knowledge/ experiences I can to then work for fashion houses in the future.”

This 3-month fashion course is dedicated to exploring and deepening students’ creative qualities and skills. The participants will follow artistically visual lessons and learn skills such as pattern drawing and fabric processing. They will work on various assignments and projects as well as receiving tuition in business studies including research, theory formation on international marketing, fashion branding and fashion communication.

Applications to the Fast-Track Fashion Design & Business course are still open. Non-European students do not need a student visa to enter The Netherlands for the Fast-Track Fashion Design & Business programme as they can enter on a normal tourist visa, which is valid for 3 months.

Congratulations class of Forecasting, Marketing & Buying short-course!

The Fashion Forecasting, Marketing & Buying short course finished on March 27 when each of the 14 students received his/her certificate of completation in front of the audience of the last Meetup.

“Within this short fashion course the students had the opportunity to study the marketing environment, apply research to inform future probable consumer needs and trends analysis, and gain an understanding of fashion buying motives”
– Cristiano Carciani, Head of School ad interim.

This short fashion course is intended to develop participants with the knowledge and skills to work on the business side of fashion in areas that include merchandising, buying, sales, production, communications, sourcing and range planning. The following topics are covered: Understanding consumers, Consumer profile, Trend prediction, Buying and target markets, Promotion campaigns, Sales promotion, Fashion PR, Fashion marketing & promotion trends, Fashion marketing frameworks for research & analysis, Fashion market level research.

“Teaching this short fashion course was a really nice experience. The group had a great mix of backgrounds and cultures. Everyone was interested and committed in learning new skills and applying their previous knowledge in inspiring, creative and -for some of them- life-changing projects. Even though the topic of the course is fashion, some students will apply the gained knowledge in a different professional area, but with a more fashionable twist. This type of group motivates me to keep sharing my industry experience but also inspires me to keep developing myself as a professional”
– Rosie Martinez, lecturer of the course.

We will offer this short fashion course again from the 9th of October to the 27th of November. Don’t wait too long and register to the short course Fashion Forecasting, Marketing & Buying now.

International fashion internship at Essentiel Antwerp: Evelina’s story

We have reached out our 2nd-year Fashion with Textiles Design (Hons) BA student Evelina Anglickaite to know more about her international fashion internship experience at Essentiel Antwerp in Belgium. Evelina is one of our many international students. Born in Lithuania, she is already expressing a very good talent in fashion design. Check her last work here. This is what she told us:

“Essentiel Antwerp is a fast-growing, vibrant fashion brand based in Belgium. As a fashion design student, I was given a great opportunity to gain greater knowledge of the fashion industry and the design process as an intern at the headquarters of the brand. Working side by side with the designers and stylists, I have so far experienced various steps of the design process – choosing the right fabrics, creating a color story, receiving first prototypes of a garment, fittings, quality checking and of course the thrill of a collection presentation show. As only a third of the internship has passed, I am excited for what it’s yet to come, because the best way to learn about a specific field is to witness it all firsthand”.

All 2nd-year students of the Fashion with Textiles Design (Hons) BA and the Fashion Business (Hons) BA are spending the semester doing interesting and exciting fashion internship experiences in the fashion industry. “We are very proud to have students working all over the world, from London to New York, from Stockholm to Amsterdam and Curaçao. As international fashion academy, we encourage our students to go out their comfort zones and benefit from an international fashion internship in the real world”, says Cristiano Carciani, Head of School ad interim.

If you are dreaming of an international fashion career then send us a message and book a personal visit to the Amsterdam Fashion Academy.

Visit us at the IamExpat Fair and win a place on a summer course!

The Amsterdam Fashion Academy looks forward to meeting you at the IamExpat Fair. Please, drop by our stand for a chat and find out more about who we are and what we offer including our wide range of fashion courses for those who wish to develop new skills and stay abreast of the latest trends in the fashion industry. We are also happy to let you know more about our free MeetUps and our role as part of the international community in Amsterdam and the Netherlands as a whole. The cherry on the cake is our photo challenge where the winner can choose a free place on the summer course of his or her choice. Taking part is simple and our students will choose the winning photo. So come along and find out how to take part.

The IamExpat Fair has been running since 2015 and is the meeting place for expats and local businesses. It aims to support internationals in the Netherlands, connecting them with local businesses and service providers. It is a great opportunity for internationals to meet each other and find out how to do things in the Netherlands, all under one roof, so to speak. All you need to know about careers, housing, education and expat services, including family, health and leisure. Free workshops and presentations will also be held throughout the day: whatever you want the IamExpat Fair has it covered!

Our Head of School ad interim Cristiano Carciani explains: “We are very pleased to announce that the Amsterdam Fashion Academy is taking part in the IamExpat Fair 2018, for the first time. As an international fashion academy, this fair represents a good opportunity for us to connect with Amsterdam’s expat community and engage its members with our activities and events. We will be more than happy to answer your questions about our fashion courses, show some of the students’ works and schedule personal visits to our boutique academy. We will also brief you about our photo challenge to win a place in one of our summer courses”.

We look forward to seeing you on Saturday April 7, 2018, 10am – 5pm, at the Westergasfabriek, Amsterdam.

Meet Pauline: I’m taking 2 courses at the Academy to become a denim expert

The Pattern Cutting & Construction part-time course is in full swing and we want to introduce you the nine students who are attending it. The first one is Pauline, who is studying to become a denim expert.

Hello, Pauline. Can you please introduce yourself?

My name is Pauline, I am 38 years old. Born and raised in Paris. Been living in Amsterdam for 2 and a half years. I am now having a professional break to invest in my skills and reach the next level of my career.

Which are the best aspects of living in Amsterdam?

Amsterdam offers an intense life, day and night! But at the same time it’s a very relaxed lifestyle, and a no stress city. I really like the mixed populations living here: it’s very rich in terms of cultures, art and human relations.

What is your professional story?

I have 12 years’ experience in the fashion industry as Product Manager and my speciality is denim. I love this product because it has no limits in terms of creativity. I had the opportunity to work for sports brands and fashion brands such as Tommy Jeans here in Amsterdam.

Which course are you attending at the Amsterdam Fashion Academy?

I am attending the CAD (Illustrator & Photoshop) workshop series and the Pattern Cutting & Construction part-time course.

Why did you choose these courses?

I chose these two courses to become more technically advanced in garment construction and fitting, and also to be able to design my own denim styles.

What’s the best part of these courses for you?

Thanks to the CAD workshops I am now able to create my own designs, while I really like the manual work I’m doing at the Pattern Cutting & Construction part-time course. It’s so impressive to create something by hand.

Which is the most challenging part of the course for you?

The sewing is the most challenging part for me, as I had never really experienced sewing before.

What do you expect from the course and afterwards?

With these courses my goal is to become a denim expert and to offer a large panel of skills to clients, such as design and development & production, besides improving my skills in garment construction and fitting.

Visit Pauline Pattier on LinkedIn.

Announcing partnership with FashionUnited Education Network

With the aim to expand our international fashion collaborations, we are proud to announce that the Amsterdam Fashion Academy is now part of the Fashion Education Network by FashionUnited.

Through this online platform, our international fashion academy presents itself towards other educational institutes, towards potential students and towards companies in the global fashion industry. Through the Fashion Education Network, FashionUnited aims to bridge the gap between education and the industry and help set international standards that benefit schools, students and eventually the global industry.

The Amsterdam Fashion Academy is pleased to contribute in stimulating interactions with other schools, students and industry leaders by sharing knowledge and intelligence. The Fashion Education Network wants to contribute by providing free information and resources and help develop a talented and skilled next generation of fashion professionals.

FashionUnited is the international B2B fashion platform. Globally active, the platform reaches more than 1.6 million industry professionals per month. Visitors can browse their local website, in their native language, which offers the latest fashion news, jobs, trade statistics, and events calendar.

Please, visit our page on FashionUnited: news, videos and more information about our Bachelor’s (Hons) degrees in Fashion Business and Fashion with Textiles Design and about our Fashion Foundation Diploma. Click here to know more about our international fashion collaborations.

First 2018 fashion students shortlist: 15 people and 9 nationalities

On the 9th of February we held the first interview day at the Amsterdam Fashion Academy for 2018 intake. It’s a day when we invite a group of potential fashion students to come and work with us. An important day for all concerned. The day is designed to give our team the chance to spend time with potential students of our three fashion programmes validated by Bucks New University (Fashion Business (Hons) BA, Fashion with Textiles Design (Hons) BA, Foundation Diploma) and work with them so they can get a real feel of what it is like at our international fashion academy, meet other would-be students and also see Amsterdam.

Last week our first group of 15 potential fashion students came from all corners of Europe: Netherlands, UK, Italy, Poland, Greece, Switzerland, Luxemburg, Germany and Norway. This to underline once again the international value of our boutique academy. They worked from 10:00m to 4:00pm with our lecturers Laura Malone and Laura Lepre and created mood boards based on their own taste and personality and in the meantime each student had an interview with Cristiano Carciani, Head of school.

We are holding two more interview days: March 23rd and April 26th. So if you missed out on this one but are still interested in studying fashion in Amsterdam, then please contact us as soon as possible. We will more than happy to inform you how to be shortlisted for the next two groups of potential fashion students.

Fashion styling in the real world!

Last semester, as part of the Fashion Styling course, second year Fashion Business (Hons) BA students worked in groups with real business clients. One group composed of Avalon Olivier, Aziza El Wanni and Robin Broekhuizen worked for the Salamon Art & Design concept store (created by our alumna Olga Salamon).

Avalon shared her thoughts with us about her personal experience: “I have recently done a photoshoot and look book for my styling course of the Fashion Business (Hons) BA. My client was Salamon Art & Design concept store located in Amsterdam. It was a lovely experience to work with a real-life client which also had such good products to work with. This project taught me a lot about working in a team and also about all the planning and responsibility it is to do the work of a stylist. It was a great pleasure to work with everyone and was pleased with the outcome”.

Below, the work of Aziza and Robin:

Photographer: Ping Huang
Models: Karlijn Groenendijk, Richelle van Norden, Wess Blok

Fashion Storytelling: 4 tips to use narrative to communicate

What is fashion storytelling? Before looking behind the façade of storytelling to examine it in terms of means and method, no one can deny the strength of a gripping tale when it comes to connecting communication with emotion. This is what our lecturer Rosie Martinez-Dekker told to the participants of our last Meetup. If you missed the event, then keep reading to learn more about her and fashion storytelling.

Hello, Rosie. Can you please introduce yourself?

Hello, my name is Rosie Martinez-Dekker. I am originally from Mexico City but have been living in The Netherlands for 10 years now. I have more than 20 years’ experience in the Fashion and Textile Industry, both on the creative and business side. I have worked in Mexico, the US and the Netherlands for companies like Nike, Levi’s and G-Star.

I studied Graphic Design specialising in Textile Design and also have a degree in Business Development both these were at the Universidad Iberoamericana in Mexico afterwards I studied Fashion Marketing and Forecasting at Central St. Martins in London.

My curiosity and passion have helped me open the doors to both the art and science of fashion, one by working on the creative side of the process and the other by working in the business and operations side. After spending several years in the corporate world, I decided to open a design and consultancy studio: Believe Creative Studio, where we focus on textile and product design, illustration and consultancy in product creation, development and sustainability. My studio has exhibited at Premiere Vision Paris and London Textile shows.
We work with customers around the world, not only creating tailored collections and art but also collaborating and guiding them in different aspects of their businesses. I am also a proud member of the lecturers team at the Amsterdam Fashion Academy, where I have collaborated since the opening day of the school.
Lecturing is my way to give back to all the teachers and mentors who guided me through my career.

What kind of person are you?

I am an enthusiastic, determined and driven person. I love art, fashion and travelling and sports. I enjoy being surrounded by people, specially my family and friends.

During the last Meet up you talked about storytelling. Can you please make a summary of your presentation?

Storytelling is the art and science of using narrative to communicate the attributes or information of a brand, product or a person and is a very effective way of communicating not only in corporate meetings, conferences and presentations, but also in media and advertisements. Fashion storytelling, and storytelling in general, has many benefits such as differentiation, emotional engagement and relationship with your customers which results in sales increases and brand recognition.

What are your suggestions for those who want to implement a fashion storytelling strategy to promote their product/brand?

Knowing and understanding your consumers is essential; in that way you will be able to deliver direct messages.
It is important to engage and collaborate with professionals who can help a brand create a specific narrative for your products.
Always tell real stories and do not be afraid to be vulnerable.
And remember that your brand is the protagonist of the story.

Fast-Track Fashion Course in Amsterdam!

Amsterdam, world famous for its unique heritage and unsurpassed art, but also modern Amsterdam at the forefront of creative innovation and international trendsetting. A truly out-of-the-box mentality which inspires all visitors to this cosmopolitan melting pot, a fantastic place to come and get inspired, not only broadening your travel horizons but also your personal ones. And now you can come here for a fast-track fashion design and business course lasting 12 weeks. The perfect way to combine travel, culture, creativity, learning and laying the foundations of your future and all in 12 weeks, which also happens to fit the validity of a 3 month tourist visa to the Netherlands. This super opportunity to get a taste of a possible degree and career in fashion in all its facets, is now being provided by the Amsterdam Fashion Academy a highly personal and friendly boutique fashion school situated in the heart of Amsterdam.

Finished school but what now?

Maybe you have completed school but are daunted by all the possibilities open to you? The international fashion world appeals to you, but it is a real risk to commit yourself to a three year degree course when you are not completely sure if this is what you want. Even one year is a long time, especially when you are young, and a one year foundation course is also a major commitment. Now you can get a great insight and experience in fashion in just 12 weeks with the new fast-track fashion course. Long enough to learn the basics and experiment, so that after completion you will know whether fashion is for you and if it is whether you are more inclined to the business or creative side of the industry.

Fill your gap year.

‘So much to do and so little time to do it,’ a common complaint of young people embarking on a gap year. One year to enjoy freedom from commitment, broaden your horizons and grow as a person and hopefully get a better idea of what you want to do in life. Here is the ideal opportunity to combine travel, culture, creativity, learning and laying the foundations for your future. This Fast-track course fits the bill perfectly. Short, intensive and geared to the future this 12 week fast-track fashion course is shorter than the duration of a 3 month tourist visa. After completing this course you will not only have acquired considerable skills and knowledge but you will have a much better idea of which direction you want to go in life. More the tendency towards business or creative design or something else?

Drop back in after dropping out.

Maybe you’ve discovered the course you had chosen is not for you. Well don’t wait until September to try something else, you can start right now. That’s the benefit of a fast-track course. It gives you the opportunity to try something and see if it fits. It will give you skills and knowledge to build on for the future and it will give you enough time to discover if there is a click between you and fashion, helping you make the right choice for a new study next September. So get something positive out of this year and fast-track your future in fashion.

Fashion is a seven letter word.

Fashion is communication, on the part of the wearer and designer. An array of non-verbal messages, on different levels. This fast-track fashion course lets you develop your practical design skills, research your field and gain a critical view of your profession. This will give you what you need to take on the challenge of reshaping the future of the fashion. If you are more inclined towards the business side you will be able to extend your knowledge and grasp of both the theoretical background of international marketing, styling and branding, as well as its practical implementation including, for example, communication surrounding a particular brand or organising a styling shoot. By the end of your course you will have found out how to tap into an inexhaustible source of creativity, gained considerable knowledge of the fashion industry along with design skills you will be able to rely on for life and you will know the direction of your future in fashion.

This 12 week fast-track fashion design and business course will get your fashion career off to a flying start. Not just to work as a fashion designer or stylist, but also as a fashion marketer, journalist, trend forecaster, visual merchandiser, buyer of Women/Menswear. You will be given the freedom to experiment and explore where your true talent lies and so help you choose the right career path after completing the course, be it a follow-up programme or working in the industry.

Fashion is a seven letter word covering a multitude of directions, skills and knowledge. Why not find out which direction is closest to your heart and talent? Send an email to info@amsterdamfashionacademy.com to know more about the fast-track fashion course.

Melissa’s fashion career will shine after her internship in Barcelona

The second-year Fashion Business and Fashion with Textiles Design (Hons) Bachelor’s students are starting, or are about to start, their internships in the fashion industry. Whether they will be working in Amsterdam, London or New York, it is a really good opportunity for them to experience the real world outside the Amsterdam Fashion Academy and make the first steps towards a bright fashion career.

Before Christmas we asked three of them to tell us about their feelings and expectations: please, click here to read about Isabelle, Avalon and Lene’s fashion internships. Today, we asked a third-year student to tell us a bit about her experience last year:

“My name is Melissa Joyce, I am a 3rd-year Fashion Business (Hons) BA student and I am half Spanish and half Dutch.

Last year I went to Barcelona, Spain to do my internship at Model Management where I had to take care of their social media. I mostly worked with Instagram, Facebook, Twitter and their blog; in order to increase brand awareness and engage consumers. Modelmanagement.com is an online platform, operating internationally, connecting models with reputable photographers, agencies, stylists and other industry clients.

During my internship I learned a lot and I got to know some amazing people who knew about the industry and helped me throughout. I also got to know how things work in real life and how to manage the stress that everyone feels when pursuing a fashion career. All in all, I enjoyed it and met amazing people during this wonderful experience.

My current plan for the future is to get to know more about the fashion industry and get more work experience before doing a Master’s and getting qualified in a specific area.”

Also read about Linda and Lexie’s internship stories and their fashion career dreams.

Fashion internship: from classroom to the real world

Finally our second year Fashion Business and Fashion with Textiles Design (Hons) Bachelor’s students are about to be unleashed on the fashion world. Yes, next semester they will be embarking upon their fashion internships experiences. We have asked two of them about how they feel about this future experience.

Avalon: “My name is Avalon Olivier and I am currently studying the Fashion Business (Hons) in this international fashion academy in Amsterdam. My next chapter will be doing my fashion internship here in Amsterdam and I am very excited. The company where I will be doing my internship is Suitsupply, working in the Buying Department. It is a Dutch company that makes suits for men and women and has grown globally. The lectures we had in school have made me very interested in buying and that is why I’ve chosen to go for this field. Also I believe I will learn a lot in different departments in the company. The experience of being in a global company will also teach me new job skills which will be useful for future opportunities. I cannot wait to start and learn as much as possible”.

Isabelle: “My name is Isabelle Wildenburg and I am a second year Fashion with Textiles Design (Hons) BA. On the 1st of February I will go to New York City, United States, for a seven-months internship at Anna Sui. I’m going to work in the sample department doing different things, from photography to sample investigation, from patter cutting to sewing. I am very excited about this fashion internship, not only because I will have the opportunity to work at the New York Fashion Week, but also because I really wanted to do an experience in a non-European fashion industry, which I already know”.

Lene: “My name is Lene Vindenes and I am a 2nd year Fashion Business (Hons) BA student at the Amsterdam Fashion Academy. I was so lucky that I got to work with Noumenon. For those who don’t know, Noumenon is a vegan clothing brand located in the heart of Amsterdam. I will be working there as an assistant office manager and will learn all about the business behind the brand. I have also been given the opportunity to join them at the trade show in Berlin in January, which is something I am truly looking forward to. I have the feeling the next half year will give me a lot of good knowledge and experience within the fashion industry”.

Keep following us on social media and the blog to know more about our student’s fashion internship experiences.

Create garments from above: new perspectives at the Amsterdam Fashion Academy

The 2nd year Fashion with Textiles Design (Hons) BA students are busy creating garments as part of the course Fashion Cutting & Construction, under the expert instruction of senior lecturer Cristiano Carciani. The theme is “top view” meaning they need to design and create garments as seen from above. We asked Myrthe van der Leden, Evelina Anglickaite, Silvia Porru and Alexandra Poláková to tell us more.

Evelina Anglickaite: “To some it’s a dangerous pseudoscience, to others it offers unique insights. The Rorschach psychological test consists of inkblots challenging a person’s perception. The piece, inspired by the controversial test and made from leather, showcases strong individual minds”.

Silvia Porru: “This project is all about shapes, forms, geometry and chrome colours. I wanted to express these elements giving a three-dimensional effect to my garment. Inspired by the universe and the stars, I have created a spacey, star-shaped collar”.

Alexandra Poláková: “The most important part of the garment are the three-dimensional spikes placed on the shoulder. When the final garment will be completed, these elements will design a black hole when seen from above. I’m enjoying working on this piece, because it gives the opportunity to balance details and simplicity”.

Myrthe van der Leden: “For this project we had to create garments as seen from above. My inspiration came from the veins in the human body and by using see-through plastic and red felt I wanted to create the effect that if you looked down from above you could see the veins going down the arms and the body. Working with the plastic was a real challenge but with some help I still managed to achieve the look I was going for.”

The Fashion with Textiles Design (Hons) BA offers a nurturing environment where you our students develop industry standard skills in both fashion and textiles. The course is taught through a series of practical project assignments, with key emphasis on quality of products and innovative design. The practical modules are delivered through a variety of workshops, demonstrations, lectures and seminars, but the most important aspect of this programme is that each student becomes an individual designer. Thanks to our small classes and commitment we can achieve this together by providing each individual student with one to one tuition time every week.

At the Amsterdam Fashion Academy we pride ourselves on our commitment to our students. We recognise that giving each student substantial personal support is key to helping them get the most out of the course and themselves and help them successfully enter into the international world of fashion and textiles.

Would you like to study at our international boutique academy in Amsterdam and create garments like these? Then sign up to one of our open days and we will be happy to schedule for you a personal meeting with us.

Alumni Story: how did Olga set up a new fashion business?

One of the most frequent questions we hear is “How do I set up a new fashion business”? The answer is complex with many variables which need to be taken into account. This is why we met up with one of our former students who has recently started a new business in the Jordaan. This area was once the underbelly of Amsterdam’s working class but now it is famous for its cosy and unique boutiques, cafés and restaurants.

Olga Salamon, originally from Poland has decided to fly the flag and bring Polish art and design to Amsterdam. In doing so, she is also continuing Amsterdam’s cosmopolitan allure, maintaining its tradition of being an innovative cultural melting-pot. We went along to her Salamon Art & Design store where she shared her experiences with us about her time at our international fashion Academy, how she managed to set up a new fashion business and just how much our course contributed to making this a success.

We are very proud and happy for her and wish her the best. We recommend everyone to go and explore the delights of the Jordaan and of course visit Salamon Art & Design on the Rozengracht 75.

Read another alumni story: Monica is bringing Brazilian colours in Amsterdam.

Internship story: Linda’s fashion career starts at Asger Juel Larsen

Internship is a key moment for our students’ fashion career during their second year in both Bachelor’s honours degree in Fashion Business and Bachelor’s honours degree in Fashion with Textiles Design. Linda is back from Copenhagen where she spent a rewarding 4 months working at Asger Juel Larsen renowned for unconventional tailoring with a heritage of hell-raising. She explained us why she decided to study fashion design in Amsterdam and what she learnt during her internship.

“Hello, my name is Linda Dittrich, I am in my 3rd year of the Bachelor’s honours degree in Fashion with Textiles Design. Originally, I am from Berlin, Germany and chose the Amsterdam Fashion Academy ahead of other fashion schools because of the personal attention it gives its students. During my intake interview I had the feeling I would get the support I was expecting from tutors and that the Academy would be able to give me the right base for my future career.

In my second year I went to Copenhagen for my internship. I was always interested in men’s wear and thrilled when I got accepted for one of my favourite designers Asger Juel Larsen. At AJL I worked closely with Asger and the design team on the upcoming collection. My responsibilities included researching for the collection, digital realisation of design sketches, making range plans and other overviews and creating technical specs ready for production. In addition to this, I worked closely with the print designer which I found very inspiring. Being away in another country and different environment helped me further develop as a person and was definitely the right decision. There are certain things a school can’t teach you and an internship is the best possible way to find out and understand what the industry expects from you as a young fashion designer.”

Do you want to know more about our students and steps towards a bright fashion career? Then read here!

Haute Couture Meetup: an inspiring success and get together!

We love seeing our Boutique Academy full of people interested in knowing more about the world of fashion business or fashion design during our monthly Meetups. This is certainly what happened during our last Meetup on Tuesday, October 31. More than 60 people from our fashion community came along for the lecture about Haute Couture and also shared ideas, opinions and got connected with each other.

Our senior lecturer, Cristiano Carciani, offered a visual tour through Haute Couture’s history from Chanel’s Little Black Dress to Dior’s New Look, from Paco Rabanne’s Twelve Unwearable Dresses to Hussein Chalayan’s Airplane Dress and Iris Van Herpen’s Skeleton Dress: 100 years of top-quality materials, traditional craftsmanship and unbelievable experimentations. “Glad to know that Haute Couture could keep all these people on the edge of their seats for more than an hour! It was an extreme pleasure sharing my passion for fashion design, artisanship and technology with them at the Amsterdam Fashion Academy”, Cristiano Carciani says.

Here are a few of the comments we have received from our aficionados:

“Inspiring”

“Thanks for organising it, a great presentation!”

“Such a friendly atmosphere, a nice welcoming establishment and then very informative presentation over the history of Haute Couture. Thank you”

Our next Meetup is scheduled on Thursday, November 30, from 6:30pm to 8:30pm. We will be talking about Fashion Management. The structure of the next Meetup will be slightly different from the last ones. As usual, there will be free drink and nibbles for all who attend and an opportunity to meet and mingle with the academy staff and other likeminded people. We will post more details soon. Meanwhile, mark the date in your diary!

Elegant up-cycling for our boutique academy’s interior style

On August 1, 2017 we moved to a beautiful townhouse in Amsterdam’s city centre. This is the story about how the new interior style has been conceived.

My name is Sandrine Botilde-Doré, I’ve been living in Amsterdam for 5 years. I’m a traveller at heart, a nomad. I moved here from the South of France, but have also lived in Mali, Guinea, Belgium, Switzerland and France. Before coming to the Amsterdam Fashion Academy, I was already working in the fashion industry, being mainly involved in PR and events. I realised I wanted to learn more about the business side of fashion and so I started studying for a BA in Fashion Business. Then my second child was born and I took a year off. Now I’m back again, this time studying Fashion Design. I decided that studying fashion business was really my comfort zone and that I wanted to explore the process of garment making. I can use my background in fashion marketing to build a brand which will be ready by the end of this year. It’s a big challenge and I am working hard.

I am grateful to the Amsterdam Fashion Academy for giving me the opportunity to decorate the building and design its new interior style. Interior design is something that I have always loved. I adore second-hand furniture. Furniture is timeless: if you buy the right pieces, they can stay with you forever. Most of the pieces I found for the library, for instance the chairs, already have a long history.

We have to learn to be more sustainable in the way we consume. There are so many things which already exist that we can re-use. The bookcase and the 4-meter long table now in the library were found in this way. It took me 6 hours to pick up the table, but I was really motivated to have that piece. I also didn’t know what kind of lamps to put in the library, so I thought “let’s create one”. I decided to use different kinds of lamps to reflect the diversity of the academy. Moreover, I didn’t want to use fixed lamps because I wanted a flexible space: one where the table can be made smaller and moved depending on the situation.

I don’t have a particular style that people can instantly recognise. What I did was mix and match styles. We could have gone for only using modern furniture, with the same colour, but then we would have turned this International Fashion Academy into a showroom. I wanted to give the Academy’s interior style a hotel-feeling. It is a boutique academy where people should not feel like they are at school. I wanted to give them a pleasant atmosphere conducive to developing skills and learning. I wanted personality.

The space that I am most proud of is the basement, the student lobby, even though it is not finished yet. It was a real challenge. The space was limited by its low ceiling, light wooden floor and low lighting. The opposite of all the other floors of the building. I didn’t know what to do with the space, I just knew I wanted to design a space where students could feel good and chill. I am particularly proud of the colourful chairs and poufs. I drove to an antique store at a riding school to pick them up and spent a whole day cleaning them! But now I am more than satisfied since it is these elements with their bright colours which light up the members lobby.

I am also proud of the library, although it was the most challenging space. It was extremely difficult to find the right bookcase for the 5-meter wall. I wanted one to fill the wall completely, with no spaces and, of course, it had to have a style which fitted with the rest of the library. An elegant mahogany table full of poise and purpose really needs an accompanying mahogany bookcase. We were really focused on this, as it was to be the central piece for the most central space of the Amsterdam Fashion Academy. And I can proudly say that the bookcase I found is perfect!

How would I describe the interior style of the Academy? First, with the word “second-life”, because I wanted to give antique but precious pieces a new use; then with cosy and sophisticated hotel-vibe, and finally I would describe it as a timeless style. One word that I didn’t have in mind was school. I wanted and went for quality.

Internship story: Lexie returns from the City of Angels

Our 3rd year Fashion Business student Lexie Hingsen did her internship in Los Angeles last year at Lunya Co., top-end specialists in luxury sleepwear. Ashley Merrill launched Lunya in 2014 with a clear conviction that the time was ripe to give women’s sleepwear a long-overdue fresh, modern perspective. We had the pleasure of meeting up with Alexandra and finding out how she got on at Lunya Co. and living and working in Los Angeles.

“My name is Lexie Hingsen, I am a 3rd Year Fashion Business student. I am half German, half American and I went to Los Angeles, California, for my internship. The company is called Lunya, a southern Californian based sleepwear company for the “modern woman”. My role at the company was to cover all digital media and e-commerce work. I worked closely with their Instagram and Facebook platforms to ensure that the right brand message got across to Lunya consumers. Some of my tasks included collecting quantitative and qualitative data from marketing campaigns, performing market analysis and researching competitors, supporting the marketing team in their daily administrative tasks.

I learned many lessons and was able to apply these in a professional environment. It is important to always have a positive attitude and work on personal development. Constructive criticism really helped me evaluate myself in such a professional setting. I definitely feel like I have grown, developing my skills and knowledge whilst working with such positive, inspirational woman who really pushed me to my full ability. I look forward to staying in contact with the entire Lunya team and possibly returning in the future.”

Catch a glimpse of Induction week

Induction week was truly an inspiring, exciting and fun time with new students and staff all getting to know each other. Students were totally immersed in the culture and creativity of Amsterdam. Sharing ideas and appreciation of the finer things in life, drawing inspiration from the masters to the modern, enough food for thought to spark off lots of creative ideas for the coming year.

Watch the full video:

Why all eyes are on our 3rd year Fashion Business student, Noortje

Our third year Fashion Business student Noortje is already working wonders in marketing and she was happy to tell us more about her new job and why she is looking forward to her final year at the academy. We were curious to find out more…

Hello, Noortje. Would you please introduce yourself?

Hello, my name is Noortje van Warmerdam. I’m 21 years old and a third-year Fashion Business student at the Amsterdam Fashion Academy. I come from Lisse in The Netherlands, a nice town south-west of Amsterdam.

Would you tell us about your experience at the Amsterdam Fashion Academy?

I am grateful to the Amsterdam Fashion Academy for all the countless experiences I have had during the last two years, I can now really start a career in the fashion business. Above all, the internship I did at Loes Vrij during my second year represented a big step forward for me, because I could practice what I had learnt in the class about branding and marketing. Thanks to the curriculum vitae I built up while studying Fashion Business at the Academy, I am already working in marketing.

This is great news! Can you please tell us something about your job?

I am working for a company called Eyes on Media and I take care of online marketing inside the Sales Department. I am really enjoying this job, especially because we have recently worked with advertisements for Chanel and Hugo Boss.

Congratulations then. Let’s talk about your last two years at the Amsterdam Fashion Academy. Which was your favourite course and which was the hardest one?

I really loved the Fashion Communication course, because I had to write a script for a new advertisement of MiuMiu. It was fun and fascinating studying the brand and creating a promotional strategy from scratch. On the other side, the Historical and Contextual studies course was the hardest, although interesting.

What are you working on today and which are your plans for next year?

As a third year Fashion Business student, I am now starting to work on my final project which will be the creation of an online platform dedicated to new designers who need to meet each other, to exchange advice and share ideas. It will be basically a social networking platform for designers. Next year, I am planning to study for a Master’s degree in Marketing Management.

One last question. Which is the company you admire the most in terms of branding or marketing strategy?

That’s a difficult question! I love Chloé’s style, but I think that Gucci did a great job in changing its brand image. It represents a really interesting case-study to analyse and to take inspiration from.

Fashion Buyer: “This is how you will dress this season”

Do you know that each dress, pair of shoes, bathing suit or bracelet you bought has been selected with great care among thousands of alternative pieces? And do you know who the person is who decides that this season’s colour trend is red or green?

The fashion chain is very long and complex, but there is an expert who selects the products that stores sell: the fashion buyer. Buyers are not only purchasing agents, but also analysers, negotiators and deal-makers. They research, evaluate and buy products for companies to either resell to customers or use in their everyday operations.

Buyers occupy a specific key role in the fashion industry: they are the people who determine which products reach store shelves, appear in catalogues and online. They do the footwork, the research and make the deals to buy large quantities of products for their companies, who then sell them to customers, or use them to create new materials that they then sell to customers. Undoubtedly, the fashion buyer needs to know how the market and the selling process work, and always stay up-to-date on what it is happening in their specific sector. To do this, they constantly visit expos and fairs all over the world to understand the “moods” and forecast the next trends.

This academic year our teaching staff includes a 10-year experienced buyer, Gina Shanks, who will reveal the secrets of being a successful buyer during our next Meetup on Tuesday, October 3 at 6:30 pm. “The buyer is not a professional role exclusive for the fashion industry, of course, but it is an essential figure for each kind of market, from electronics to food, from toys to furniture”, Gina explains. “During the Meetup, I will speak about a buyer’s day-to-day tasks and the personal skills one needs to have to be a great buyer”.

The Meetup is free and everyone is invited! You can find more details and confirm your participation here.

Our international lecturers have a special message to send out

And so, the academic year 2017-2018 has started. The induction week was a big success and the students were involved in several activities: they had a tour around Amsterdam and its museums, they created decorative embroidery hoops on the theme “what does fashion mean to you?” and finally developed a critical analysis based on the exhibitions visited. Through the induction week, we wanted the students to get to know each other and feel at home from the very beginning, while we aimed to help the 2nd and 3rd year students to settle down after summer holidays.

“I immediately felt like home”, 1st year student Phillip Roessen says. “The induction week was such a warm and welcoming experience!”, 1st year student Frederique Hofman adds. “Not only did we get to know Amsterdam, but also bond with everyone from the other classes”. After one week, we can then say: mission accomplished!

On Monday, courses started and students are livening up our new boutique academy. We love seeing them working around the four floors of our elegant townhouse in Amsterdam’s city centre. To celebrate this new chapter, we asked some of our lecturers to send a message to the students, which you can read in the image below.

This year, our lecturers team has some new entries with people who will bring to our international fashion academy more ideas, new points of view and innovative visions. We can’t wait to see what fashion business and fashion with textile design students will create under our experienced teachers. Keep following the Amsterdam Fashion Academy on social media and this blog: amazing projects are on the way!

European Fashion Market: our speech at the African Fashion Designers Expo 2017

It was a big honour for us to be invited at the African Fashion Designers Expo 2017, which has been celebrated on Monday, 28th of August, at the World Fashion Centre. Our new Senior Lecturer, Cristiano Carciani, gave a speech about the European fashion market, in front of professionals of the fashion industry from Nigeria, Ghana and other African countries.

To understand the actual European fashion market, Cristiano made an overview of the fashion design history from 1858, when Charles Frederick Worth begun designing complete collections for his clients and sawing his personal labels on garments he created.

Q. Cristiano, can you tell us a bit of the European fashion design history?

From 1860 to 1960, haute couture’s designers were from Western Europe, specifically from Italy and France: Paul Poiret, Chanel, Elsa Schiapparelli, Salvatore Ferragamo, Christian Dior, Yves Saint Laurent, Roberto Capucci, Valentino, and so on. One hundred year of haute couture: a combination of fine materials, interesting silhouettes and … artisanship.

Q. What happened after the 1960s?

During the 1970s, fashion designers started to experiment with materials and techniques. Let’s think about Paco Rabanne and his clothes made with metals and crafted with hammers and pliers. Then, in the 1980s, catwalks saw the arrival of the prêt-à-porter (or ready-to-wear), a new sector of the fashion industry, in which North American (Calvin Klein, Ralph Lauren, Betsey Johnson) and Japanese (Issey Miyake, Yohji Yamamoto) designers occupied an important portion of the market. These are the times of mass production, and ten years later, of fast fashion with H&M and Zara. During the 1990s, technology and innovation started to be integrated with fashion design and the main exponent was, certainly, Hussein Chalayan, who created foldable dresses and motor-powered skirts.

Q. What about the new millennium?

Today, the fashion industry is composed of three sectors: haute couture, prêt-à-porter, fast fashion. In haute couture, Middle and Northern European designers are gaining great value. For example, Dutch fashion designers like Iris van Herpen and Viktor & Rolf. While fast fashion is being populated by numerous commercial brands, many Eastern European designers are “conquering” prêt-à-porter world: Ksenia Schnaider from Ukraine, Anton Belinskiy from Ukraine, Situationist from Georgia, Misbhv from Poland. These fashion brands have strong identities, historical and folk references that are new and exotic to Western consumers. Also, since the explosion of internet, prêt-à-porter is also been populated by a lot of independent designers.

Q. What can you tell us about independent brands?

Independent brands are businesses that are owned, run or managed by the designers or their families. They have a fair and transparent supply chain, and no sweatshops. Sustainability is their most important value: they don’t use fur or exotic skins, their products are chemicals-free and have natural or organic ingredients. In addition, they produce limited editions of products, which are made to last and to be worn season after season. In general, independent brands focus more on quality than on trends.

Q. What did you suggest to the fashion designers at the African Fashion Designers Expo 2017?

I think they should follow the example of the independent brands that make of sustainability and transparency their key strength and that produce high-quality products, in limited quantities. They should also focus their attention on the e-commerce and social media channels to reach the global market.

FASHION STYLING MEET UP: create a story through clothing

Fashion Styling Meet Up & Workshop: September 6, 2017 at 6:30pm

It’s the new academic year and even more exciting we are now in our beautiful new boutique building at Oosteinde 1, in the city centre. So to celebrate the start of the academic year, we would like to ask all our fashion community to join us for a creative storytelling fashion styling meet up.

Do you get inspired by those beautiful editorial fashion magazine images and think “I’d like to be able to create a story through clothing”? Well, why not join our fashion styling meet up on Wednesday, 6th of September, at 6:30pm and learn something about storytelling through clothes and actually create your own visual story, with the help of our experienced teaching staff? It’s going to be a creative evening full of fun, experimentation and visual story telling. Experience is no required!