Mercedes-Benz FashionWeek Amsterdam international success
Mercedes-Benz FashionWeek Amsterdam looks back on a very successful 20th anniversary edition. Under great national and international interest, talented new and established designers presented themselves to the fashion industry and fashion-loving public in Amsterdam. More and more people are becoming familiar with the biggest fashion event in the Netherlands. The growing involvement of professionals, partners and consumers offers Mercedes-Benz FashionWeek Amsterdam and the Dutch fashion industry a promising future.
The winter edition 2014 of the Mercedes-Benz FashionWeek Amsterdam attracted more than 25,000 visitors. The grounds of the Westergasfabriek in Amsterdam were a splendid setting for an incredible 30 professional catwalk shows. During the catwalk shows 418 models covered a joint distance of nearly 42 kilometers. There were more creative interpretations of the catwalk than ever. Eight shows were accompanied by vocals or a live band. The livestreams from the shows were viewed 14,000 times and #MBFWA was used almost 20,000 times. Ten thousand goodie bags were distributed to the catwalk shows’ visitors and a bag specially designed by Piet Paris was handed out to a further 5,000 people throughout the Netherlands.
For the anniversary edition, the red carpet at Mercedes-Benz FashionWeek Amsterdam – previously only open to professionals and invited guests – was made more accessible to consumers than in the past. Not only at the road show, which toured The Hague, Rotterdam and Utrecht in addition to Amsterdam, but also at the 10-days Downtown. During ten days, in ten cultural institutions there was a range of fashion talent to be enjoyed by a wide audience. Fashion lovers will again be able to get tickets for future editions of Mercedes-Benz FashionWeek Amsterdam by signing themselves up for the FrontRow Club.
“It is obvious that Mercedes-Benz FashionWeek Amsterdam has undergone tremendous growth during this anniversary edition,” says director Rob Zomer. “The involvement of designers, fashion professionals, business partners, media and consumers is unprecedented, both on stage and behind the scenes. The new title sponsor Mercedes-Benz adds to our international reputation. Worldwide Mercedes-Benz FashionWeek Amsterdam is becoming increasingly known as a fashion platform for creative talent with a unique sound. Our success contributes to the future of fashion in the Netherlands. We look forward to even more brands and partners who want to participate in the next edition of our initiative.”
International fashion capital
Amsterdam competes with international top cities in fashion. The presence of leading press and bloggers generated great interest in FashionWeek Nederland. The UK’s leading entertainment platform E! marked the start of the red carpet season at the Mercedes-Benz FashionWeek Amsterdam. In the coming months a selection of Amsterdam catwalk shows will be screened daily on the global broadcast network FashionTV. And the Dutch allure is the newest addition to the NOWfashion family.
Pop-up catwalk shows
The Amsterdam Fashion Week did not go unnoticed in the rest of the Netherlands. During the opening weekend, a procession of ten extended Mercedes-Benz S-Class’s toured from Amsterdam via The Hague and Rotterdam to Utrecht. This fashion road show of 14 talents who were also allowed on the runway, surprised shoppers with spectacular pop-up catwalk shows.
Versatility of Dutch fashion industry
Mercedes-Benz FashionWeek Amsterdam embraces all facets of the Dutch fashion industry with its four main programs: Catwalk, Downtown, Vodafone Firsts Fashion LAB and Fashion in Business. To mark the ten-year anniversary, ten public events at ten cultural sites were organised over a period of ten days in ‘Downtown’ Amsterdam. The general public was introduced to the versatility of Dutch fashion.
In the breeding ground Vodafone Firsts Fashion LAB, promising young designers were given the opportunity to show their collections to the international fashion world during Mercedes- Benz FashionWeek Amsterdam. Keys to Success, an integral part of the Fashion in Business programme of the fashion week, focussed on developing sustainable business models in the previous edition.
The summer edition of the Mercedes-Benz FashionWeek Amsterdam will take place from 4 to 14 July 2014. Over the next six months fashion lovers can stay up to date with news and events via www.fashionweek.nl.