Fashion in Amsterdam is… MOAM
Some favorite contributions
Contribution by Peggy Kuiper x Young Dutch Design
For our newest book MOAM and MENDO asked 100 Dutch creatives to show and tell us what fashion in Amsterdam is.
‘MOAM contemporary fashion & arts in amsterdam’ brings an ode to the contemporary Dutch creative sector. MOAM and MENDO selected more than a hundred creatives, who work in fashion, art and photography. Each of them, whether iconic names or upcoming talents share their vision on the creative culture of present-day Amsterdam and The Netherlands, by completing a simple sentence: “Fashion in Amsterdam is…” in images and a handful of words. Although it feels like choosing between your children, here’s a selection of our favorite contributions.
Fashion in Amsterdam does not stop at the borders of the city. Blending the work of Jan Taminiau into the shrubs and reed that grow along the river Amstel, just outside the city, was the aim of this shoot. Regardless of Jan’s outstanding quality of his work, I wanted to respectfully make his designs integrate in the landscape surrounding us.
— Paul Bellaart x Jan Taminiau
— Anne Claire de Breij x Studio Drift
Fashion in Amsterdam is about telling stories beyond realism. An aesthetic fairy tale which can disrupt and awaken us. Fashion creates a world in which realism and fiction live side by side. This is what I tried to capture in this series. Through abstract and organic forms melting into one, my visuals show a surreal world that is both alienating and intriguing all the same. Recurring throughout my work I try to portray these themes through my photography.
— Anne Claire de Breij x Studio Drift
‘Fashion in Amsterdam is full of madness.’
‘Fashion in Amsterdam is full of madness.’
Fashion in Amsterdam has played an important role all my life, growing up with both parents working in the fashion industry. As I developed myself as a fashion photographer my heart and eye for new talent and design is always alert. I was very inspired by the collection of Tess van Zalinge with the Dutch concept ‘Maandag Wasdag’. It really stood out and made me want to photograph it on traditional farm land where they still hang out the white wash in the garden. The shapes of her corsets and materials that have been used, are her way of making traditional clothing modern again.
— Carmen Kemmink x Tess van Zalinge
Fashion in Amsterdam is full of madness. Boris Lutters pictures urban youth losing themselves, as fleeting shadows in metropolitan utopias. What was once outdated, is now perceived as a new luxury. A shadow of the past, shown in a new light. What once were vices, are now virtues. The past in the present, captured in one moment.
— Boris Lutters x Boaz van Doornick
— Nicky Onderwater x Demure
Fashion in Amsterdam is becoming more creative every day, the idea of taking an item and altering it into something unique using inspiration from all over the world. This shoot is inspired by the simple life of the Amish with the artisan lifestyle, but transformed in modern and powerful femininity. The handcrafted head pieces are designed by Demure Amsterdam.
— Nicky Onderwater x Demure
Fashion in Amsterdam is full of secrets, many of them hidden behind the facades of its monumental buildings. Photographer Eva Roefs uncovers one of them, taking us inside the marble of a 17th century canal house. Six men - as diverse as modern-day Amsterdam itself - are photographed against this historic backdrop, dressed in the innovative textile designs by the brand 'BYBORRE'. Thus Roefs, mixing documentary photography with staged realities, merges the city’s old and new identities.
— Eva Roefs x BYBORRE
Fashion in Amsterdam, thirty thousand dogs, one male model and a grooming area. Shot in a place that’s about the perfection of a tail, the extent of a snout and the most vibrant hairs, this series reflects on humankind’s urge for control and perfection. Accompanied by his fabulous four footed friends, our protagonist could not resist to steal the show himself.
— Nick van Tiem x Young Dutch Design
— Peggy Kuiper x Young Dutch Design
Fashion in Amsterdam is not only about aesthetics. Talented Dutch designers show new sustainable technology or confront us with society issues. This project visualises the daily, but iconic, Amsterdam objects in a new perspective. It is a collaboration between Photographer Peggy Kuiper and Visual designer Willem Stapel.
— Peggy Kuiper x Young Dutch Design
Fashion in Amsterdam inspires me to do what I want. I don’t like fashion, I like clothing. It’s about the people. I like people. I like people who dress nicely. Alienation. We turn our backs on norms and do what we want. It’s a light fuck-off combined with ‘be like me’ and you will be free. Creating fashion periods and remember the eras. You try to capture it, but it's a blur.
— Danny Griffioen x F R E N K E N
— Martijn Mendel x Dutch Design
Fashion in Amsterdam is about opportunities, chances and the endless possibilities of you. Beyond the borders of the mainstream, where there is thought outside of the box. Where fashion goes beyond the norm, gains authenticity, and is free. Free of limitations, free of societal codes, free of bullshit. Here you can explore all the opportunities that fashion offers; it’s transformative and empowering virtues. Amsterdam and fashion are here for us, in being who we truly are, or who we’re aiming to be(come).
— Martijn Mendel x Dutch Design
Fashion in Amsterdam is defined by the avant garde designer Bas Kosters. His art and garments are known for being provocative and visually entertaining. They metaphorically mirror the melting pot of colours, people and nationalities in Amsterdam very well. Amsterdam has its unique identity, Bas Kosters and model Loulou-day share this same uniqueness. A young model at the start of her career, Loulou-day is already an inspiration to work with. Her big personality, iconic presence and never ending source of energy is the perfect match with Bas.
— Philippe Vogelenzang x Bas Kosters
MOAM – contemporary fashion & arts in amsterdam is an ode to the contemporary Dutch creative industry. This book made by MENDO is a collection of the absolute best in fashion, art and photography rooted in the Netherlands, featured in an enchiridion of Dutch talent.
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