iNDiViDUALS AT AMSTERDAM FASHION WEEK

iNDiViDUALS AT AMSTERDAM FASHION WEEK

The S/S14 collection by 21 iNDiViDUALS was presented on Friday 12th of July at the Westergasfabriek. The brand is a collective of creatives and an initiative by AMFI (Amsterdam Fashion Institute) and the Hogeschool van Amsterdam.

For this collection, iNDiViDUALS used white unbleached fabrics and literally turned each garment into a unique canvas by manually applying splashes of red paint. Daring choice that potentially could have reminded every woman of her worst nightmare, but that actually paid off as rules were broken and designers expressed their own identity. Among the pieces some draped dresses with light grey fish skin details, as well as shorts and jackets that can be worn both by women and men, further expanding the boundaries of individual freedom.

It was an unconventional show: the audience stood where we would normally expect the runway, and the models circled the room. Adding to the 360 degrees experience, the audio played a key role: a sound system consisting of 192 speakers created interesting effects of echoes and music coming from different parts of the room. Music and sound were the result of a collaboration between MediaLAB Amsterdam (initiative of the Amsterdam University of Applied Sciences) and the University of Amsterdam.

Words: Laura Viero
Photography: Monyart

 

 

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