Programme
Programme overview
This summer visitors were treated to unique events and presentations; ranging from spectacular catwalkshows and music performances to high-end platforms for newly graduated talented designers, fresh new labels and internationally acclaimed designers.
But there is more: A photo exhibition, the Mendo pop-up bookstore, the creative and very special Trash & treasures garage sale, exquisite culinary experiences and much more!
Mint
MINT is a new event in Amsterdam, part of the established tradeshow Modefabriek. It combines tradeshow and event, fashion and lifestyle. MINT has a dream. A vision for the future of fashion: great style, made with respect for people and our environment. We call it forward fashion. We hope to inspire towards a fashion scene that is both happening and harmless.
MINT kicked off in July 2011 with a teaser at the Modefabriek SS12 edition. With a selection of on-trend brands, live music performances and more we introduced the MINT-concept. We were welcomed with much enthusiasm, excitement and acclaim.
On January 22-23 2012, MINT accelerates at Modefabriek AW 12/13 – right at the main entrance of the tradeshow. 20 MINT brands are selected, based on indicators such as forward fashion style, quality and ethical values/performance. To emphasise the world of MINT, we will also host the latest innovations in the field of forward industrial design and lifestyle. And MINT offers more, such as a pop up store in the city centre of Amsterdam, exhibitions, parties and launches.
MINT creates a professional platform where forward fashion brands have the opportunity to profile themselves, their collections and core values amongst likeminded ones. MINT explicitly chose to become a part of Modefabriek in order to reach a wide fashion audience. We want to show the industry (retailers, journalists and other fashion influencers) the best of forward fashion. Modefabriek has been the key player in the Benelux’ fashion industry for the past decade. With over 660 brands on 40.000 m2, it attracts up to 20.000 visitors each season, the vast majority of which are buyers with decision-making authority.
We hope you’ll be a part of MINT too.
You can read more about MINT in this document: Welcome to MINT (pdf).
Creative DNA
Innovative, inspiring and creative: these core values uniquely characterise Modefabriek all throughout the creation of the trade show. The carefully selected and extensive fringe programme combines product design, events, music and food in a contemporary way. Modefabriek’s event experience would not be complete without its colourful but clean creation and its many special events.
TOMS & GET IT DONE
TOMS shoes an American brand of footwear and non-profit organization GET IT DONE have teamed up and organize an online auction during Modefabriek. For this auction, several artists were asked to customize a pair of TOMS, of which the proceeds will benefit a charity of GET IT DONE; among the artists founder of GET IT DONE Hanna Verboom and several others such as Snar, Ottograph and Chaotic Bastards. The auction starts today and runs until January 29. Visit www.modefabriek.nl/toms for more information.
MINT – Forward Fashion platform at Modefabriek
At Modefabriek 31, MINT was introduced on a small scale. The fact that it has already been given its own platform at Modefabriek 32 shows just how quickly sustainable fashion is developing. MINT’s positive and innovative vision of the future of fashion, as being unswervingly stylish but respectful towards people and the environment, is rapidly gaining popularity amongst all the generations. MINT will be presenting some 20 labels as well as five lifestyle brands encapsulated in a cool on-trend concept store in collaboration with Sonia Batovrina, a cafe, an exposition, live performances and DJs. On the morning of Monday 23 January the MINT platform will be officially opened by the actress Halina Reijn, the ambassador of this ‘fashion forward’ initiative. At the same time, MINT will be opening a pop-up store in downtown Amsterdam. MINT is based on an initiative by Marieke Eyskoot, owner of the ethical fashion expertise bureau Talking Dress and Willa Stoutenbeek (a.k.a. ‘W.Green’), a green fashion expert from Spice PR in Amsterdam, in co-operation with Modefabriek.
Sublime
The pilot edition of Sublime will showcase Modefabriek’s pioneering spirit, at the cutting edge of cross marketing and brand experience, in a unique collaboration with a number of leading brands from various sectors. In a sequence of multidisciplinary ‘3D advertisements’ designed independently by Modefabriek, visitors will experience the ambitions of these brands in a way that goes far beyond the usual B2C or B2B style of product presentation. At the end, people will meet in a final setting to share inspiring ideas and hopefully to agree adventurous new collaborations.
On Sunday afternoon at 3.00 pm, David Shah, trend watcher and publisher/owner of View-Publications, will be giving a lecture for the press and invited guests.
AND THAT’S NOT ALL…
# As Modefabriek’s official partner, ABN-AMRO will be represented with a Fashion Desk.
# This season, Mercedes-Benz will be organising the shuttle service.
# Extended by popular demand: Salon Heleen Hülsmann, a top-end pop-up sale in the middle of the Refined+ floor.
# FashionUnited will be providing free WiFi.
# and BLUEPRINT will have its own entrance in hall 7. Naturally, Modefabriek will be laying on transportation.
THE BORREL
Last but not least, Modefabriek hopes to end its first day with its traditional old-fashioned drinks get-together: The Borrel. After a day full of new fashion input, The Borrel will give suppliers, retailers, stylists, journalists and other fashion professionals the chance to come together at a new venue: the Onyx & Auditorium Lounge.
Trash & Treasures
Another favourite returning by popular demand is Trash & Treasures, a garage-sale inspired shopping concept that allows visitors to delve in and root out vintage and new designer fashion, accessories, shoes and other treasures. This third edition of Trash & Treasures will be given an exciting makeover and will take place in the connecting hall. It is impossible to not be greedy. Jutka & Riska, Crystal Balls, Fee Conceptstore will sell their gems and there is much more beautiful. Of course this is not all…
The most fun bloggers, stylista’s and fashion girls will spin their favourite songs, while designer Natalie de Koning transform vintage pieces into new unique pieces. PUP Amsterdam provides you with live-art and you will walk with our models down the runway. There will also be a live photoshoot, with the supervision of stylist Ivania Carpio (famous blogger: www.loveaesthetics.blogspot.com) Make sure you look the best, be spotted and photographed by Lomography of our wall of fame. Trash & Treasures will also be the perfect spot to hang out and enjoy the music.
BLUEPRINT
BLUEPRINT reflects the new denim shop. The platform will consist of an intriguing mix of denim, contemporary street, jeans-related and authentic labels. In an area specially designed for this innovative sector, rugged and rudimentary materials will be combined with open and modern architecture. BLUEPRINT will feature not only a stand, but also a studio, shop, bar, music, a cinema and space for sharing ideas and knowledge.
BLUEPRINT will also offer space to:
# HTNK Onedayshop ‘Edition Indigo’
The illustrious pop-up ‘onedayshop’ organised by the fashion recruitment & consultancy agency HTNK will be debuting at Modefabriek with a special blue variant. Onedayshop will select the best independent retailers and labels for a true cornucopia of treats, including Tenue de Nîmes, Patta, Filling Pieces, Simon&Me, And Beyond, Moos, The Last Bag, R.I.M.A. and Gluejeans, as well as a variety of art and live DJs.
# Blue Cinema
Modefabriek asked talent scout and consultant Carlo Wijnands to create a film about YouTube’s blue side. The result, a bizarre 30-minute-long cocktail of old and new denim-related films, will turn all your senses blue.
#Mendo Bookstore
For those looking to take home a generous helping of inspiration, Mendo Bookstore will be offering an extensive selection of the best books on fashion, photography, interiors, architecture and graphic design, including a number of highly coveted XL coffee table editions to impress your guests.
catwalk theater
At this edition, Modefabriek has decided on a much more intimate setting than the traditional catwalk show. The Catwalk Theater is a ‘crispy white’ salon in which the public take centre stage and are surrounded by models, who present the collections almost within touching distance. The programme is as follows: The 10 Feet show on Sunday at 11.30 a.m. and 1.00 p.m. and the MAFB final battle at 4.00 pm. The Next & Cutting Edge show will be on Monday at 11:30 am.
YOUNG TALENT AT MODEFABRIEK
As always, Modefabriek will be offering plenty of space to talented young designers and avant-garde labels from home and abroad. In the fashion industry it’s always spring and there’s always a crop of budding new talent out there, gaining new know how and connections and keeping us all on our toes. The programme highlights are:
#Modefabriek presents Next & Cutting Edge
Modefabriek has selected 14 up and coming and avant-garde designers from countries such as Spain, Germany, the United Kingdom, Switzerland and the Netherlands. For the first time the catwalk show –a firm favourite with journalists, bloggers and stylists – will be held in the more intimate salon setting of the Catwalk Theater. Showtime will be Monday 23 January at 11.30 am.
#3rd Bachelor
For the fourth time, talent scout Carlo Wijnands will make a selection of the very best work by students taking fashion degree programmes in the Netherlands. For this edition of Modefabriek, he has organised a sparkling exhibition of the very best work by second and third-year students at the Willem de Kooning Academy in Rotterdam.
#MAFB
For the first time, Modefabriek will showcase its co-operation with MAFB [Music and Fashion Battle], organiser of fashion design competitions for regional training centre students and self-taught young designers from all around Amsterdam. The ‘final battle’ will be on Sunday 22 January at 4.00 pm in the Catwalk Theater, and all the finalists will then be presenting at the MAFB stand on Monday 23 January.
Salon Heleen Hülsmann
Prolonged due to success: high-end vintage salon sale by Heleen Hülsmann in the heart of Refined+, with little or never worn shoes, bags and costume jewellery from designers like Balenciaga, Balmain, Westwood and Prada.
Newsflash
- The 16 participants of Next & Cutting Edge will be presenting their collections on both the catwalk and salon style in the Next & Cutting Edge area.
- The Trash & Treasures section is a garage sale deluxe, with new labels, vintage, accessories, luxury streetwear and interesting books, music, fantastic finger food and delicious drinks.
- In keeping with tradition, the first day of Modefabriek will conclude with ‘The Borrel’, where retailers, suppliers, stylists and journalists can meet and mingle in an informal setting.
- Modefabriek is continuing its collaboration with retail organisation Deco and presenting an eclectic mix of mention-worthy men’s labels under the name ‘MF and Deco Present…’.
- Prolonged due to success: high-end vintage salon sale by Heleen Hülsmann in the heart of Refined+, with little or never worn shoes, bags and costume jewellery from designers like Balenciaga, Balmain, Westwood and Prada.
- Sublime is a brand-new and highly innovative brand exhibition. It is an interesting and interactive platform which showcases top brands from various sectors.
Sublime: Modefabriek’s new platform
At the 32nd Modefabriek, on 22 and 23 January2012 in the Amsterdam RAI, visitors and exhibitors can get acquainted with the latest brand exhibition platform, Sublime. Although a pilot, this impressive, innovative platform for top brands in all sectors – even those outside the fashion industry – once again shows Modefabriek as a pioneer. The first Sublime promises unique brand experiences for Mercedes-Benz, Miele, Persol, Hugo Boss and Boss Bottled from Procter & Gamble.
The idea for Sublime has been under development at Modefabriek for the past two years already. The only dedicated fashion trade fair in theNetherlands, Modefabriek has been successfully working towards this position of indispensability in theBenelux, at a wider European level and even further afield, for the last 16 years. But globalisation has also been having an increasing impact on the fashion industry. Brands, shops and trade-fairs like Modefabriek are having to differentiate themselves more than ever before. And certainly now that the economic crisis is biting worldwide and the Internet is exerting an irreversible influence on the industry. In short, the market is in the throes of transition and the fashion market – which essentially has always relied on innovation – is the perfect context for experimenting with new models.
Sublime is one such new model. It experiments with cross-sector brand manifestations in an environment of cross-over target groups. The brands that have joined Modefabriek on this exciting venture are interested in trade-fair visitors and exhibitors alike, as well as in the media and the creative sector that gather here and, last but not least, in each other. Sublime not only presents these brands in a unique way, based on the traditional sender to receiver path, but the concept also makes it possible to meet each other. In this way, Modefabriek wants to blur dividing lines and connect people and visions. There is nothing to buy; in fact these live 3D advertisements barely deal with concrete products. Sublime investigates the future of a market in which imagination, emotion, inspiration, innovation, quality and identity come together.
Mercedes-Benz, Miele, Persol, Hugo Boss and Boss Bottled from Procter & Gamble are a perfect mix of brands for this debut. Each of them is a high-quality brand with which Modefabriek has built up an excellent relationship and that dares to assume a pioneering role at this level. For each of them, Modefabriek has developed and produced an artistic multidisciplinary presentation concept – featuring monumental interactive installations with video mapping and live performance – and presents this in a large moving exhibition area that ends in a meeting-place. Every visitor will want to experience this innovative presentation. Modefabriek hopes that it will lead to a free exchange of inspiration and ideas.
Event Location
Amsterdam RAI
Europaplein 8
1078 GZ Amsterdam
22 & 23 JANUARY 2012 10.00 – 18.00 hr
ABN AMRO Fashion Desk
ABN AMRO, in its role as official partner, will be present at Modefabriek with the Fashion Desk. Here visitors can go with questions regarding all commercial aspects of the fashion industry. These questions will be answered by a retail banker of ABN AMRO.
Next & Cutting Edge
Much to the satisfaction of enthusiasts of pure and avant-garde fashion, international talent will be given a platform to strut their stuff at the Next & Cutting Edge fashion show. Sixteen carefully selected designer labels will be participating in a must-see catwalk show and presenting their collections in the designer platform. The Next & Cutting Edge catwalk show is scheduled for 12 pm on Monday, 18 July.
Next is reserved for international fashion talents with a distinctive personal signature who link progressive design to wearability. The designers selected have all graduated from prominent fashion institutes and have already proven themselves professionally.
Cutting Edge is dedicated to avant-garde design in which the focus is on creativity and where experimentation is embraced. Cutting Edge works like a magnet on a fashion-forward audience made up of stylists, fashion journalists, fashion bloggers and other creative individuals.
Trash & Treasures; une garage sale extraordinaire
After two successful editions of the exuberant Trash and Treasures garage sale, Modefabriek and the creatives of Trash and Treasures decided to continue this very special shopping event at Modefabriek’s fairground. Shop and browse to find that one special treasure amongst a wealth of special items selected from luxury, street and young labels, shops and vintage and leading brands.
The event also features music, art, books, drinks, snacks and inspiring people. We are happy to present: Trash and Treasures 2012 Modefabriek winter edition!
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