The second winter edition of Modefabriek at our new favourite venue in Vijfhuizen has wrapped, and YES, once again, it was a radiant success. The advantages of EXPO Greater Amsterdam - light, space, accessibility - combined with Modefabriek’s inspired, richly curated design and a welcome burst of sunshine under a crisp blue winter sky created the ideal mood and energy to kick off a new year and a new fashion season. Nothing but beaming faces, with an unmistakable undertone of positive determination. The world around us may be shaking, but perhaps that only strengthens our belief in the power of creativity, quality, professionalism and solidarity.
In a follow-up article, we’ll share the highlights from our TALKS program featuring trend experts Lidewij Edelkoort and Jan Agelink, as well as several prominent speakers on work and careers in the fashion industry. But first, a tour of our loyal, longstanding and brand-new exhibitors, because that’s who we do it for.
A Tour Through Modefabriek
Ahead of this winter edition, we spoke extensively with several agencies that count as Modefabriek’s faithful partners, including WalhallaBrands, Fashion Club 70, Mote’l, AMODA, Tof Agency and the newest addition, AKF Agency. At the fair, the first person we meet is Otto Klein from Collections, beaming amidst his stands showcasing Ichi, WithBlack, Zhrill, Sisters Point and jewellery brand Rose & Camellia. “I’m very positive and hopeful, just like many of the contacts I spoke to beforehand. This venue is great, the routing, the atmosphere, it all looks fantastic again. Experience is incredibly important to me, and it’s also vital for retailers. Being open to change, to the new, and investing in your staff, that’s why you come to Modefabriek.” Otto Klein has been ‘part of the family’ since the very beginning.
Others are simply delighted to return to Modefabriek, such as the Italian label No Man’s Land. “We’re back for the first time since COVID, at the request of our customers. They want to see No Man’s Land at the start of the season to base the rest of their buying decisions on and to shape their store image,” says Lisa van den Berg, responsible for sales in Northern and Central Netherlands. “Our designer, Anet Ooijman, is incredibly strong with colour, and we bring true Italian quality. We don’t have to do much acquisition, but it’s wonderful to be here again. The atmosphere is fantastic!” Happy customers, happy Modefabriek.
Strong Values
Many brands are acutely aware of the power of their core brand values, the principles woven into everything they do from day one, such as Marc O’Polo. While the conversation around sustainability in fashion, much like in politics, has faded into the background, even though there are meaningful innovations across the supply chain, like the use of partially recycled materials, the Swedish label has taken responsibility for producing beautiful products as sustainably as possible for nearly 60 years. “The founders’ vision on natural materials, sustainability and quality still determines everything we do, from the cotton seed to the shop floor. That does come at a price, placing us in a higher segment,” says Maria Vervenne. “De Bijenkorf is a very important partner, and we have shop-in-shops in all their stores.”
Sustainability and social responsibility are also deeply rooted in the DNA of MAC Jeans, a major South German trouser brand founded in 1973. The family-owned company, led by women, creates broad collections that range from basics to very fashion-forward fits. “We’re able to bring current trends to market relatively quickly,” says Lydia van Egmond of Focus Fashion Group. “MAC attracts a strong German customer base, but for us the focus is on the exciting growth potential in the Netherlands. Modefabriek is crucial for staying informed, building connections and continuing conversations with potential clients. We’ve made great progress again.”
Always Something to Celebrate
This edition once again offered plenty of bubbles and festive plans for retailers, such as at POM Amsterdam, which celebrates its 15th anniversary this year. The entire collection pays tribute to the brand’s classics with an “extra dash of spectacle.” After rising to prominence with Katja Schuurman as brand ambassador, next season Gwen van Poorten will be the face of the label. “We have some fun giveaways lined up for consumers,” says sales manager Suzette Hendriks. “We first joined Modefabriek when the label expanded into a full clothing collection, around eight or nine years ago, and we’ve been here almost every season since. We just keep growing.”
A bit further down the aisle, Circle of Trust is celebrating 20 years. Having started with denim, the label has evolved into a full-range collection, “a product that looks rich at a great price,” as Danielle Panhuysen describes it. “I’m standing here with a big smile. We’re doing things a little differently now, we’re also targeting boutiques, where we offer a strong entry-level label alongside the higher segment.” With five successful boutiques of her own, she knows the business inside out. “The collection has become so versatile that in a single city we can serve both the mid-market and boutique segments. It’s wonderful to keep growing alongside the brand.”
Newcomers at Modefabriek
It’s a joy to see so many brands grow and flourish at, and together with, Modefabriek. And naturally, we hope the same for all the new names joining us. Like Nous Sommes Labels, an in-house label by We Are Labels. “We decided last minute to join Modefabriek, we’re really making moves. In September we opened our own store in the Nine Streets, and we’ve just added an accessories line to the collection,” says Bibi Sturing. “That’s really drawing in customers.”
The Belgian label Held, founded by Lena Maes and Marcia Nijpels, is also making its debut. Launched in Marcia’s Antwerp boutique, Held quickly grew to 30 clients in Flanders. “Now we’ll see what the Netherlands thinks. Held works a lot with checks, those tend to do well here. This is an investment in the future, building connections. We’re happy, and we would definitely return.”
Miles Agency from Antwerp introduces the Danish label Crās, a distinctive “entry-level boutique label” colourful, embellished and full of fairy-tale flair. “We’ve got a beautiful spot, the venue is fantastic,” says Romina Quintelier. “It’s important for us to really get to know the Dutch market, we’ll certainly be back!”
Positive. Determined. Embracing the new.
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