Amsterdam Fashion Week to introduce AFW Studio concept

By

Shomara Roosblad

Published
Dec 19, 2018

The Netherlands’ Amsterdam Fashion Week has announced a new concept for its upcoming edition in March 2019: AFW Studio.

AFW Studio focuses on offering additional programming alongside the official shows that will take place at the Museumplein location. The AFW Studio concept will present photography, art and design. The Amsterdam-based cultural center Compagnietheater will be the home of AFW Studio: the ground floor will be available for exhibitions and the first floor will be the site for fashion shows of young talents as well as established names. AFW Studio will also organize talks.

Danie Bles, owner of Amsterdam Fashion Week, said about the new concept: “I am someone that loves change, I want to surprise myself and others. By maintaining two concepts there is the freedom to respond to what is current. The goal for both editions is to continue to seek relevance and thus bring fashion closer to the public.”

In September 2018, Amsterdam Fashion Week premiered under its then-new owner, fashion stylist Danie Bles, and at a new location, Museumplein.

Amsterdam’s Museumplein is located in the heart of the city and is surrounded by the country’s most popular museums, including Rijksmuseum, Van Gogh Museum and Stedelijk Museum. The changes led to opposition from Museumplein residents, because part of the square would be closed during the event. Residents believed that the event was "too elite" to take place at a public square.

Furthermore, as the fashion event became invite-only under Bles after having previously sold tickets to the public for a few years, it did not conform to the Museumplein events policy. To make the event more inclusive, the organization of Amsterdam Fashion Week then decided to install a screen on the square to livestream the fashion shows.

AFW Studio will take place March 7-10, 2019. The official program will be announced in early 2019.