Page 18 - Demo

Amsterdam Fashion Week is Continuous
Amsterdam Fashion Week is no longer an annual event. It has developed with the fashion industry into a continuous presence. The name, recognised as a very strong brand, is still there but is often used in combination with the Platform. With the increased awareness of the industry, consumers and societies at large, fashion took a step away from its maniac pace of producing collections. This obviously impacted the role of the fashion weeks. Amsterdam Fashion Week was the first to fully develop its new role in this changed era and is now regarded as one of the leaders in the industry.
Amsterdam Fashion Week has published a manifesto in which clear commitment to a sustainable future is communicated. In the manifesto it also sets out the requirements with regard to transparency for all participants. But it did not stop there. The Amsterdam Fashion Week Platform was launched. This platform, that is a strong combination of physical and virtual events and functionality provides a year-round communication and showcase hub for the entire fashion community.
Because designers are not tied to the fixed collections anymore they produce higher quality collections that are only showcased when ready. Showcasing at the Amsterdam Fashion Week Platform is often a combination of physical shows and digital content and events.
The physical shows are now spread throughout the year. Even though most of the shows still happen in Amsterdam and its surroundings, the continuously growing brandname of the Amsterdam Fashion Week has already hosted shows in other countries as well. Amsterdam Fashion Week arranges for the lowest possible environmental footprint of its shows. So are most of the shows hosted at location, preventing expensive set designs. Shows are smaller and intimate and Amsterdam Fashion Week uses effective planning software to cluster shows such that the attendants can visit multiple shows without additional travel.
The Amsterdam Fashion Week Platform was actively marketed when launched. The target audience existed of the entire fashion community and even larger parts of the general public. Already one year after launch the platform became one of the main hubs in the fashion community, growing organically almost without additional marketing.
One of the reasons why Amsterdam Fashion Week has achieved this in 2030 is based on a key phrase by Lidewij Edelkoort in 2020 who said ‘No more novelty’. Amsterdam Fashion Week has managed to anticipate change and act upon it, never being radical but always understanding the needs of the community and the possibilities of technology.