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Last Updated On: 18/04/2023 by Daniel
I attended the Amsterdam Fashion Event on the 14th, and it was truly impressive. Although it was initially intended as a student end-term presentation from the Hoogschool van Amsterdam, the students and faculty pulled it off like a genuine fashion event. They even invited several keynote speakers from the sustainable fashion industry, although unfortunately, I missed that part. Later on, the students presented their projects on sustainability, upcycling, and fashion marketing.
Fashion Action NL
Fashion Action NL
During the event, I stumbled upon a presentation by Fashion Action NL, a group with a history of radical movements against greenwashing and unethical garment production. They shared their past activism, including a rave protest against H&M's greenwashing. Their view is that the current fashion industry is plagued by overproduction and exploitation of vulnerable people. They also support the idea of taking down clothing stores and turning them into public places for everyone to enjoy without purchasing anything. It was a refreshing perspective on the fashion industry's problems.
VouRoc
VouRoc
The students' presentations on sustainable fashion were enlightening as well. The students from HvA conducted a case study on VouRoc, a Netherlands-based (I strongly support local circular economies) cactus leather shoe production company. They brought a sample of VouRoc shoes to the event, and the texture was incredibly premium, soft, and crisp. The design was also very classy and made me want to have a pair!
Adidas x Parley
Adidas x Parley
Another case study was on Adidas' sustainable campaigns. Adidas has been collaborating with Parley since 2015 to make shoes from fishnets and PET bottles collected from the ocean (I was unaware of campaign till today). It was truly inspiring to see how fashion companies can make a positive impact on the environment.
I believe this is the model that was shown in the presentation. Picture from https://vouroc.com/. This is not a paid advertisement nor purchase recommendations.
An adidas shoe that is made from 50% ocean plastic waste from Parley and 50% recycled polyester. Picture from https://www.adidas.nl/ This is not a paid advertisement nor purchase recommendations.
Visual Communication & Sustainability
Visual Communication & Sustainability
The event also highlighted the importance of visual communication in sustainability. The students presented a case study on how effective visual communication can impact consumers' perception of a company's circular economy goals. A promotion clothing supplier's website was presented. Although the company have an extensive collection of recycled clothing line, their website layout didn't give us an impression of being "sustainable", "modern" and "sustainable". The group later challenged us a better design of the website. How would you design it if you were the owner?
Overall, the Amsterdam Fashion Event was a fantastic experience. I hope it can expand to Amsterdam's Sustainable Fashion Week next time!
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