Why Amsterdam Is The New Fashion Mecca

Dutch fashion is on the rise, according to Carlo Wijnands, programme director of Amsterdam Fashion Week (AFW). The five-day-long event starts today and ends on Tuesday July 16.

"Amsterdam doesn't have a large fashion history as in Paris or Milan, which generates a sense of freedom for designers," said Wijnands. "They can be more experimental, because we aren't restricted to a certain format at AFW."

In the Netherlands, casualwear and denim are growing markets. "That's one of the main reasons why Karl Lagerfeld  and Tommy Hilfiger  are established in Amsterdam," said Wijnands. "Furthermore, the Dutch capital is known for its tolerance. It's a very compelling city for designers and it allows diversity in expression."

The Rise Of Dutch Fashion

The theme of the catwalk programme is innovation and talent, when 30 designers will show their new collections. The commercially innovative design label SIS by Spijkers & Spijkers - created by twin sisters Truus and Riet Spijkers - will be the first to show tonight, followed by MaryMe-JimmyPaul. The line-up includes other established designers, such as Claes Iversen, known for his ultra-feminine and elegant collections, and Marga Weimans - who pushes boundaries between fashion and art.

One of the much-anticipated sensations of this season is the SuperTrash children's show on Saturday. Young girls between the ages of four and 12 will take charge during this show: celebrities and fashion professionals even have to give up their front row seats to any accompanying children.

Amsterdam Fashion Week also welcomes a number of newcomers, like Anne de Grijff. "Her brand constantly innovates by allowing imperfections, asymmetry and irregularities in the designs," said Wijnands. To support young talent, AFW has launched Fashion LAB: an ongoing talent and innovation programme of workshops and lectures. "We want to coach young professionals in starting up a business and presenting themselves," explained Wijnands.

AFW is not only becoming more accessible for young designers - fashion-lovers have also been given an opportunity to buy tickets to a limited number of shows. And for those who didn't manage to get hold of tickets: all shows can be watched live on the Amsterdam Fashion Week app.