On the eve of Amsterdam International Fashion Week, modefabriek – the definitive fashion congress in the Benelux – sets the tone for the autumn/winter 2009-2010 season. The fully revamped congress concept has been expanded into eight distinct segments. New stand concepts have also been introduced, and the congress floor has grown to 10,000 m² of full-on fashion. Once again the extensive slate of special events typifies modefabriek’s inspiring, creative character, this time incorporating superstore.06, cutting edge, modefabriek exhibition space, dine by Envy, and the modefabriek get-together – the time-honoured informal close to the first modefabriek exhibition day.
New Segmentation, New Brands
The theme of modefabriek #26 is updating the concept. Brand segmentation is divided into eight distinct lifestyles: refined, appearance, authentic, limited, industry, subculture, department and next. Subculture, department and next are making their debut. A small sampling of the brands on offer in each segment: Refined (innovative exclusives) includes Just in Case, Annhagen, Hannes Roether, Stella Nova, Emma White, Trussardi, Nicole Farhi. Appearance (sophisticated & leading labels) includes European Culture, Hybris and One Step. Authentic (contemporary classics) has Mart Visser, Juffrouw Jansen Amsterdam, Just B, C-Sense, to name a few. Limited (premium denim and fashion brands) features Evisu, Blue Blood, LegEnd, Rock & Republic, Replay, and the Material line, among others. Industry (young & energetic) offers Guru, Circle of Trust and Freeman T. Porter, among others. Subculture (independent brands) includes WeSC, Obey, Stüssy, CTRL, Nooka. Department (modern cosmopolitan) includes Essentiel Men, Scapa Sports and Lacoste. And finally, next (new design) showcases Hope, Whyszeck, Sard, Sakina M’sa, and Joline Jolink, among others.
Special Events, New Edition
Superstore.06 revolves around a mix of current style, product design, music and food. ‘No borders! On art, craft & culture’ is a theme that invites a colourful spectrum of authoritative designers and young talent, who draw inspiration from origins, cultural heritage, authenticity and tradition, viewing these aspects as a foundation for new, contemporary design with substance. Superstore.06 presents the work of Walter van Beirendonck, Quinny by Henrik Vibskov, Scholten & Baijings, Bibi van der Velden, Loyal Loot Collective, Hans van Benthum, Arik Levy, Martine Viergever, Severine Jessen and many more! Modefabriek gives 10 young designers the opportunity to present their newest collection to the Dutch and international fashion press on an authoritative, cutting-edge platform. Discover distinctive, progressive fashion from the most promising designers of the moment, including Adrian Sommerauer (DE), Gail Sorronda (AU), Gregor Gonsior (PL), Conny Groenewegen (NL), Copy of an Imitation (DE) and Molessa (UK).
mf exhibitions
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Trendsetters from the Amsterdam fashion, design and media worlds are represented in a trio of exhibitions at the modefabriek exhibition space. RedLight Fashion Amsterdam gives an impression of the diversity and power of the Dutch fashion identity: high-level fashion in the city’s red-light district. 3rd Bachelor presents a blueprint of recently graduated, promising talent. Both expositions are shown in cooperation with the HTNK mediation and consultancy agency. The most recent project from artist Karel Goudsblom, entitled ‘Intention Field’, is also on display. Lifestyle magazine Reload can be found in the subculture segment, with their exhibition entitled ‘CURATED by RELOAD, Graphic Art Right Now’.
Delicious Delicacies
Quality and design fuse with refinement as this segment shines on a culinary level. Envy Delicacies (one of the best kitchens in Amsterdam) presents ‘dine by Envy;’ a delicious, appetizing pop-up restaurant. Come be surprised!
Drinks, anyone?
To close the first day in style, modefabriek is once again throwing a splendid informal reception in the Verbindingshal at Amsterdam RAI, Sunday evening. From 18:30 on, this is the place to be for drinks, snacks and fashion chit-chat.
modefabriek #26: Sunday 25 & Monday 26 January 2009**, from 10:00 – 18:00 at the Amsterdam RAI