Page 21 - Demo

It was quickly discovered that designers, as creative people, were very little interested in scores but much more in the creative process itself. As such, the designer lab has become one of the most popular features of the platform, resulting in provocative and exiting newly merged versions of existing collections. It also turns out that the spin off for the individual brands is very positive because they suddenly attract the attention of clients of brands that not necessarily belonged to their target consumer base.
Street Wear Lab
Amsterdam Fashion Week is committed to drive sustainable development in all categories. This includes the stimulation of young designers. Young designers need exposure and Amsterdam Fashion Week offers this opportunity with their Street Wear Lab. Through this Lab, young designers are challenged to produce positive, previously unimagined, creative solutions.
These can be fully unique designs as well as recreation of brand looks in their own style. To facilitate and promote this lab, selected young designers get free access to the same high tech software that the professionals use to produce their virtual lookbooks.
Through the Street Wear Lab, designers are scouted by the bigger brands or develop their own commercial collections. Traditionally, young designers who couldn’t afford, or didn’t wish to be a part of, giant distribution networks relied on trade events to develop relationships with buyers, factories and press. The Amsterdam Fashion Week Street Ware Lab provides them with the exposure and communication possibilities without the traditional environmental footprint.
At a slightly less professional level, the lab is open for anyone with a design or an own-style version of a brand look. Participation is stimulated through exposure, appointing weekly winners and awarding, for example, tickets to live fashion events or even scholarships to Amsterdam fashion institutes like Academy Artemis.