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2019 Fashion Graduates aim to clean up fashion

On Sunday the 30th of June 2019 the Amsterdam Fashion Academy celebrated the graduation of its students from the Bachelor’s (Hons) degree programmes in Fashion Business and Fashion with Textiles Design, at the exclusive Andaz hotel in Amsterdam. The event included an open exhibition of some Final Major Projects of the BA (Hons) Fashion Business graduates and a fashion show presenting the final collections of the 2019 fashion graduates from the BA (Hons) Fashion with Textiles Design.

After an introduction speech by Cristiano Carciani, Head of Academic Affairs, the stage was set for a celebration of sustainable, highly creative and innovative fashion, as design graduates showed their final collections on the catwalk. This, together with the exhibited Final Major Projects of Fashion Business graduates, was the crowning glory of three years hard work, a culmination of skills, knowledge and creativity. Following on from this came the formal ritual of recognition: the graduation ceremony. Where tradition set the tone as student’s clad in caps and gowns came forward to accept their degree from Cristiano Carciani and by doing so accepting the recognition for their endeavours and walking away as graduates. This new generation of 2019 fashion graduates are all determined to make their mark in fashion and change the industry into a more sustainable and humane one. One they can all be proud to be part of. We wish them all the best.

Photo: Ping Huang

“It’s the third year in a row that the Andaz hotel is hosting our Graduation Ceremony. The cosy, elegant and charming spaces perfectly represent the Amsterdam Fashion Academy’s characteristics. It’s the perfect location to celebrate our 2019 graduates who have been personally guided by our international teaching staff during the last 3 years. Finally, each one of them is ready for a bright career in the fashion industry with projects and collections addressing relevant topics in today’s society, from sustainable techniques to Japanese aesthetics and appreciation”, Cristiano Carciani, Head of Academic Affairs.

Photo: Maaike Daatselaar
Model: instagram.com/fridamvdw_
Make-up: Art of Colors makeup school

The 2019 fashion graduates arrived at our international fashion university three years ago full of the desire to learn and now, they are all highly-skilled and knowledgeable, not just in the practical skills they have acquired, but also as confident, self-assured individuals who are aware of how they work and of their own strengths and weaknesses. They have been followed by the teaching staff according to personal approach principle that runs this private fashion university.

Photo: Maaike Daatselaar
Model: instagram.com/happyasasquare
Make-up: instagram.com/super.cala.fragilistic

The Amsterdam Fashion Academy is a private international fashion school situated in the heart of Amsterdam; this state-of the-art academy has become a hub of student-centred learning with a high level of personal attention while also focusing on graduate employability. The Amsterdam Fashion Academy prides itself on being a, small and personal fashion academy putting quality before quantity. In 2017 it moved to its current location in an elegant townhouse in the heart of Amsterdam, which helps create a more friendly and informal atmosphere where students can get to know each other better and inspire each other.

Meet Pauline: I’m taking 2 courses at the Academy to become a denim expert

The Pattern Cutting & Construction part-time course is in full swing and we want to introduce you the nine students who are attending it. The first one is Pauline, who is studying to become a denim expert.

Hello, Pauline. Can you please introduce yourself?

My name is Pauline, I am 38 years old. Born and raised in Paris. Been living in Amsterdam for 2 and a half years. I am now having a professional break to invest in my skills and reach the next level of my career.

Which are the best aspects of living in Amsterdam?

Amsterdam offers an intense life, day and night! But at the same time it’s a very relaxed lifestyle, and a no stress city. I really like the mixed populations living here: it’s very rich in terms of cultures, art and human relations.

What is your professional story?

I have 12 years’ experience in the fashion industry as Product Manager and my speciality is denim. I love this product because it has no limits in terms of creativity. I had the opportunity to work for sports brands and fashion brands such as Tommy Jeans here in Amsterdam.

Which course are you attending at the Amsterdam Fashion Academy?

I am attending the CAD (Illustrator & Photoshop) workshop series and the Pattern Cutting & Construction part-time course.

Why did you choose these courses?

I chose these two courses to become more technically advanced in garment construction and fitting, and also to be able to design my own denim styles.

What’s the best part of these courses for you?

Thanks to the CAD workshops I am now able to create my own designs, while I really like the manual work I’m doing at the Pattern Cutting & Construction part-time course. It’s so impressive to create something by hand.

Which is the most challenging part of the course for you?

The sewing is the most challenging part for me, as I had never really experienced sewing before.

What do you expect from the course and afterwards?

With these courses my goal is to become a denim expert and to offer a large panel of skills to clients, such as design and development & production, besides improving my skills in garment construction and fitting.

Visit Pauline Pattier on LinkedIn.

Fashion Storytelling: 4 tips to use narrative to communicate

What is fashion storytelling? Before looking behind the façade of storytelling to examine it in terms of means and method, no one can deny the strength of a gripping tale when it comes to connecting communication with emotion. This is what our lecturer Rosie Martinez-Dekker told to the participants of our last Meetup. If you missed the event, then keep reading to learn more about her and fashion storytelling.

Hello, Rosie. Can you please introduce yourself?

Hello, my name is Rosie Martinez-Dekker. I am originally from Mexico City but have been living in The Netherlands for 10 years now. I have more than 20 years’ experience in the Fashion and Textile Industry, both on the creative and business side. I have worked in Mexico, the US and the Netherlands for companies like Nike, Levi’s and G-Star.

I studied Graphic Design specialising in Textile Design and also have a degree in Business Development both these were at the Universidad Iberoamericana in Mexico afterwards I studied Fashion Marketing and Forecasting at Central St. Martins in London.

My curiosity and passion have helped me open the doors to both the art and science of fashion, one by working on the creative side of the process and the other by working in the business and operations side. After spending several years in the corporate world, I decided to open a design and consultancy studio: Believe Creative Studio, where we focus on textile and product design, illustration and consultancy in product creation, development and sustainability. My studio has exhibited at Premiere Vision Paris and London Textile shows.
We work with customers around the world, not only creating tailored collections and art but also collaborating and guiding them in different aspects of their businesses. I am also a proud member of the lecturers team at the Amsterdam Fashion Academy, where I have collaborated since the opening day of the school.
Lecturing is my way to give back to all the teachers and mentors who guided me through my career.

What kind of person are you?

I am an enthusiastic, determined and driven person. I love art, fashion and travelling and sports. I enjoy being surrounded by people, specially my family and friends.

During the last Meet up you talked about storytelling. Can you please make a summary of your presentation?

Storytelling is the art and science of using narrative to communicate the attributes or information of a brand, product or a person and is a very effective way of communicating not only in corporate meetings, conferences and presentations, but also in media and advertisements. Fashion storytelling, and storytelling in general, has many benefits such as differentiation, emotional engagement and relationship with your customers which results in sales increases and brand recognition.

What are your suggestions for those who want to implement a fashion storytelling strategy to promote their product/brand?

Knowing and understanding your consumers is essential; in that way you will be able to deliver direct messages.
It is important to engage and collaborate with professionals who can help a brand create a specific narrative for your products.
Always tell real stories and do not be afraid to be vulnerable.
And remember that your brand is the protagonist of the story.

Melissa’s fashion career will shine after her internship in Barcelona

The second-year Fashion Business and Fashion with Textiles Design (Hons) Bachelor’s students are starting, or are about to start, their internships in the fashion industry. Whether they will be working in Amsterdam, London or New York, it is a really good opportunity for them to experience the real world outside the Amsterdam Fashion Academy and make the first steps towards a bright fashion career.

Before Christmas we asked three of them to tell us about their feelings and expectations: please, click here to read about Isabelle, Avalon and Lene’s fashion internships. Today, we asked a third-year student to tell us a bit about her experience last year:

“My name is Melissa Joyce, I am a 3rd-year Fashion Business (Hons) BA student and I am half Spanish and half Dutch.

Last year I went to Barcelona, Spain to do my internship at Model Management where I had to take care of their social media. I mostly worked with Instagram, Facebook, Twitter and their blog; in order to increase brand awareness and engage consumers. Modelmanagement.com is an online platform, operating internationally, connecting models with reputable photographers, agencies, stylists and other industry clients.

During my internship I learned a lot and I got to know some amazing people who knew about the industry and helped me throughout. I also got to know how things work in real life and how to manage the stress that everyone feels when pursuing a fashion career. All in all, I enjoyed it and met amazing people during this wonderful experience.

My current plan for the future is to get to know more about the fashion industry and get more work experience before doing a Master’s and getting qualified in a specific area.”

Also read about Linda and Lexie’s internship stories and their fashion career dreams.

Part-time fashion courses: enrol and get 2018 off to a flying start!

New part-time fashion courses are on their way at the Amsterdam Fashion Academy. We offer a wide range of part-time courses covering different topics for those interested in fashion design and fashion business. These part-time fashion courses will give you the chance to study one day a week for one semester.

The new year has started. Maybe it’s time to take a part-time fashion course and make yourself smarter, more knowledgeable and gain new skills and experience? And that’s where we come in! Our excellent, enthusiastic lecturers are happy to share their high-quality fashion knowledge along with their experience in the international fashion industry. These are passionate, qualified professionals with many years fashion industry experience, rooted in the international fashion industry, who will be passing on their first-hand knowledge and experience to you.

Fashion Business part-time course

This part time course Fashion Business aims to give you all the marketing and communication skills you need in order to be a successful business professional in the fashion industry. You will not only gain knowledge and expertise in fashion, but the emphasis of the course lies in acquiring the marketing and communication skills needed to understand, promote and convey the unique design and style of a fashion collection or brand.

2 March 2018 – 29 June 2018
Every Friday from 9.30 a.m. till 5 p.m.

Pattern Cutting & Construction part-time course

Technical production areas of fashion play an important part in building subject specific knowledge. Although European garment production has now largely moved overseas due to the globalisation of the industry, employers are still looking for staff with a sound knowledge of technical production areas, specifically production methods, fittings and effective cost management. This part time course will provide you with opportunity to sample, understand garment construction, fit and alter toiles and to produce a garment to a professional standard.

February 2 till June 8 2018
Every Friday 9.30 am till 4.30 pm.

Forecasting, Marketing & Buying short-course

A multi-faceted, exciting course from which you will gain both proficiency and understanding in forecasting, marketing and fashion buying. Within this course you will have the opportunity to study the marketing environment, apply research to inform future probable consumer needs and trends analysis, and will gain an understanding of fashion buying motives.

6 February till 27 March
Every Tuesday evening from 6. p.m. till 9 p.m

Collection Design & Realisation part-time course

There is also the opportunity to join the Collection Design & Realisation part-time course for one semester. The Collection Design & Realisation part-time course will run from end of January until June. If you are dreaming of designing and producing your own collection then register as soon as possible, there are only a few places available.

Starting 30th of January 2018
Every Tuesday from 9.30 am till 5 pm.

At our international fashion academy, we are proud of our small classes which give a high level of personal attention in an extremely creative environment. So take advantage of this once in a life-time opportunity. Don’t miss the boat! Our teaching staff is not only enthusiastic, supportive and accessible, but is also given the time and space required to adapt to the specific learning needs of individual students.

To find out more about our part-time fashion courses click on the links and visit the website pages. You can also email us to info@amsterdamfashionacademy.com and we will be happy to schedule a meeting or a call with you.

Internship story: Linda’s fashion career starts at Asger Juel Larsen

Internship is a key moment for our students’ fashion career during their second year in both Bachelor’s honours degree in Fashion Business and Bachelor’s honours degree in Fashion with Textiles Design. Linda is back from Copenhagen where she spent a rewarding 4 months working at Asger Juel Larsen renowned for unconventional tailoring with a heritage of hell-raising. She explained us why she decided to study fashion design in Amsterdam and what she learnt during her internship.

“Hello, my name is Linda Dittrich, I am in my 3rd year of the Bachelor’s honours degree in Fashion with Textiles Design. Originally, I am from Berlin, Germany and chose the Amsterdam Fashion Academy ahead of other fashion schools because of the personal attention it gives its students. During my intake interview I had the feeling I would get the support I was expecting from tutors and that the Academy would be able to give me the right base for my future career.

In my second year I went to Copenhagen for my internship. I was always interested in men’s wear and thrilled when I got accepted for one of my favourite designers Asger Juel Larsen. At AJL I worked closely with Asger and the design team on the upcoming collection. My responsibilities included researching for the collection, digital realisation of design sketches, making range plans and other overviews and creating technical specs ready for production. In addition to this, I worked closely with the print designer which I found very inspiring. Being away in another country and different environment helped me further develop as a person and was definitely the right decision. There are certain things a school can’t teach you and an internship is the best possible way to find out and understand what the industry expects from you as a young fashion designer.”

Do you want to know more about our students and steps towards a bright fashion career? Then read here!

Our international lecturers have a special message to send out

And so, the academic year 2017-2018 has started. The induction week was a big success and the students were involved in several activities: they had a tour around Amsterdam and its museums, they created decorative embroidery hoops on the theme “what does fashion mean to you?” and finally developed a critical analysis based on the exhibitions visited. Through the induction week, we wanted the students to get to know each other and feel at home from the very beginning, while we aimed to help the 2nd and 3rd year students to settle down after summer holidays.

“I immediately felt like home”, 1st year student Phillip Roessen says. “The induction week was such a warm and welcoming experience!”, 1st year student Frederique Hofman adds. “Not only did we get to know Amsterdam, but also bond with everyone from the other classes”. After one week, we can then say: mission accomplished!

On Monday, courses started and students are livening up our new boutique academy. We love seeing them working around the four floors of our elegant townhouse in Amsterdam’s city centre. To celebrate this new chapter, we asked some of our lecturers to send a message to the students, which you can read in the image below.

This year, our lecturers team has some new entries with people who will bring to our international fashion academy more ideas, new points of view and innovative visions. We can’t wait to see what fashion business and fashion with textile design students will create under our experienced teachers. Keep following the Amsterdam Fashion Academy on social media and this blog: amazing projects are on the way!

European Fashion Market: our speech at the African Fashion Designers Expo 2017

It was a big honour for us to be invited at the African Fashion Designers Expo 2017, which has been celebrated on Monday, 28th of August, at the World Fashion Centre. Our new Senior Lecturer, Cristiano Carciani, gave a speech about the European fashion market, in front of professionals of the fashion industry from Nigeria, Ghana and other African countries.

To understand the actual European fashion market, Cristiano made an overview of the fashion design history from 1858, when Charles Frederick Worth begun designing complete collections for his clients and sawing his personal labels on garments he created.

Q. Cristiano, can you tell us a bit of the European fashion design history?

From 1860 to 1960, haute couture’s designers were from Western Europe, specifically from Italy and France: Paul Poiret, Chanel, Elsa Schiapparelli, Salvatore Ferragamo, Christian Dior, Yves Saint Laurent, Roberto Capucci, Valentino, and so on. One hundred year of haute couture: a combination of fine materials, interesting silhouettes and … artisanship.

Q. What happened after the 1960s?

During the 1970s, fashion designers started to experiment with materials and techniques. Let’s think about Paco Rabanne and his clothes made with metals and crafted with hammers and pliers. Then, in the 1980s, catwalks saw the arrival of the prêt-à-porter (or ready-to-wear), a new sector of the fashion industry, in which North American (Calvin Klein, Ralph Lauren, Betsey Johnson) and Japanese (Issey Miyake, Yohji Yamamoto) designers occupied an important portion of the market. These are the times of mass production, and ten years later, of fast fashion with H&M and Zara. During the 1990s, technology and innovation started to be integrated with fashion design and the main exponent was, certainly, Hussein Chalayan, who created foldable dresses and motor-powered skirts.

Q. What about the new millennium?

Today, the fashion industry is composed of three sectors: haute couture, prêt-à-porter, fast fashion. In haute couture, Middle and Northern European designers are gaining great value. For example, Dutch fashion designers like Iris van Herpen and Viktor & Rolf. While fast fashion is being populated by numerous commercial brands, many Eastern European designers are “conquering” prêt-à-porter world: Ksenia Schnaider from Ukraine, Anton Belinskiy from Ukraine, Situationist from Georgia, Misbhv from Poland. These fashion brands have strong identities, historical and folk references that are new and exotic to Western consumers. Also, since the explosion of internet, prêt-à-porter is also been populated by a lot of independent designers.

Q. What can you tell us about independent brands?

Independent brands are businesses that are owned, run or managed by the designers or their families. They have a fair and transparent supply chain, and no sweatshops. Sustainability is their most important value: they don’t use fur or exotic skins, their products are chemicals-free and have natural or organic ingredients. In addition, they produce limited editions of products, which are made to last and to be worn season after season. In general, independent brands focus more on quality than on trends.

Q. What did you suggest to the fashion designers at the African Fashion Designers Expo 2017?

I think they should follow the example of the independent brands that make of sustainability and transparency their key strength and that produce high-quality products, in limited quantities. They should also focus their attention on the e-commerce and social media channels to reach the global market.

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