INTERVIEW Organizing a Fashion Week involves many different fashion experts who excel in each of their disciplines, from director to designer. Those interested in working in the fashion industry can meet professionals right here on FashionWeekWeb and learn more about the Fashion Week business. With this interview series, FashionUnited looks behind the catwalk to introduce those who bring great fashion events to life around the globe. We recently chatted with Danie to learn more about her role as the CEO of Amsterdam Fashion Week.
In addition to the show concept that we launched last September at the Museumplein, I wanted to set up a concept for the March edition that gives AFW the freedom to respond to trends and developments within fashion. A creative hub that is flexible enough to surprise the visitors.
The keywords for AFW Studio are inspiration, creation and inspiring. I wanted to create a space where it comes to inspiring, creating and experiencing for everyone who loves fashion, I also wanted to create a studio that is really used as hang out for creative people whether you want to drink a coffee, listen to music or want to follow a workshop or enjoy the different expo's or want to work in the libertine cafe, it's all possible. In addition, this creative hub provides a platform for shows from the young creatives & established designers.
The strength lies in the fact that in addition to the different activities each show has its own design, so that the talents and brands from A to Z can create their world. For this AFW Studio brought together all kinds of creative talent from art, fashion and music. Although the shows are invite only, there are plenty of activities freely accessible for visitors such as expo's, AFW x Libertine Café, Brand Studios, but also the AFW Talks on Sunday March 10 with National and International designers.
New this edition is the event program consisting of a combination of photography, art and design. For example the continuous exhibition curated by Duran Lantink with the theme 'Manipulator' which is freely accessible to visitors. This includes the AFW Studio merchandise shop with a book selection from Mendo and the AFW x Libertine cafe. On the first floor of the Compagnietheater are several brand studios including The New Originals and the launch of Original Courant and a Keva fragrances Perfume Lab. In addition, there is a designer exhibition of second-hand items compiled by the renowned Salon Heleen Hülsmann and ByDanieVintageStore vintage shops and the Wrangler ICONS brand studio. Compagnietheater is open from March 8 & 9, time: 10 am – 10 pm
There are also various activities outside the Compagnie theater such as a studio route where fashion lovers can take a look at different designers. Hudson's Bay is organizing a styling event in all department stores throughout the Netherlands in honor of AFW Studio.
On March 10 we AFW Studio presents inspiring talks that illuminate the fashion industry from different perspectives. With the themes Female Entrepreneurship and Sustainability & Innovation we discuss the importance of the current fashion market.
As an adolescent, I always dreamt of working in the fashion industry. After a career as a personal celebrity stylist, I ventured into establishing a certified styling school and concepts & events agency. I like to think of myself as a fashion entrepreneur, I enjoy exploring that through my role as the creative director of Amsterdam Fashion Week.
The most important thing where I get my energy and motivation is that I can use my creativity in creating various projects. Every day is another day and that challenges me to make the impossible possible when you work hard and keep looking for relevance. Producing AFW is a constant job where we are able to realize dreams. In fashion, there is a lot of movement going on where we can be the spectators of and it's an ever changing business, and that is what it makes it exciting.
I started working as stylist for tv-shows, magazines and productions as Elite Model Look, with whom I still work together for the styling production. After working at Jackie Magazine as a fashion director, I started ByDanie, a creative concept agency that present-day specializes in digital concepts, 360º concepts, and events. Under this name we created the ByDanie Collection, The ByDanie Designer Vintage Store, and even Style School ByDanie where we train young professionals in becoming stylists for magazines, tv-shows, and personal clients. The next logical step for me was to work on this project because it is my passion to create hubs where creative people can meet. Of course, the base of AFW is a platform for young designers, but to inspire and create a space where you can find all kinds of activations and where art meets fashion to include consumers makes it even more complete.
Yes. I love to connect with designers, talents, and to learn from each other. And what I like about the concept of AFW Studio is that it highlights all the talent we have in Amsterdam and the Netherlands and that we are able to give them a stage to present their work and vision. We truly have an amazing creative ecosystem and I am really happy that with the AFW platform and via digital innovations we are able to share this more broadly and with a new audience.
Stay true to yourself and your unique style will appear! This not only applies to the way you dress but also in the way you work as a professional. This means that you should always follow your dreams, without losing reality.
Images: Danie Bles
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