Modefabriek # 26: Positivism sets the tone for the new season

On Sunday 25 and Monday 26 January, modefabriek kicked off the autumn/winter season 2009-2010 with a bang. The fully revamped fair concept which has been expanded into eight distinct segments proved to be appreciated by exhibitors and visitors alike. More than 600 labels presented their collections covering a fair area of 40,000 m². With 17,000 professionals attending the 26th edition of modefabriek, the number of foreign visitors increased again, thanks in part to the comprehensive and complete character of the fair. Despite the economic crisis, the positive vibe among the exhibitors was striking.

Innovative and professional
With the introduction of eight distinct segments, refined, appearance, authentic, limited, industry, subculture, department and next, modefabriek not only offered an extensive and internationally oriented portfolio of brands, but also reinforced its relevance to other trade fairs in Europe. Mercedes de Bruyn of the Amsterdam-based agency The Train presented the Danish men’s label Suit in *department* (modern cosmopolitan) and believes in modefabriek’s international appeal: “Modefabriek offers everything and is also very professional. I like exhibiting here because I love the open-minded atmosphere.” Karina van Eerd (Van Eerd Fashion Group, including Cassiopée, Hybris and Guxy), a modefabriek regular since the year zero, praised the new segmentation. Her agency impressed with three stands in appearance (sophisticated & leading labels) and one in the *limited*segment. “The new segmentation allows agents and buyers to make clear choices”, Van Eerd commented. Patrick Maes (J.C. Rags, D.e.p.t.) also enjoyed exhibiting in limited: “I found the fair truly innovative, with many young and inspiring people.”

Progressive
The two progressive design platforms of modefabriek presented an international selection of up-and-coming labels and designers. In *cutting edge *(promising talent), modefabriek offered ten young designers (Adrian Sommerauer, Copyofanimitation, Conny Groenewegen, Gail Sorronda, Gregor Gonsior and Julie Coste, amongst others) the chance to present their newest collections to the national and international fashion press. Next (new design) featured top-quality and highly wearable collections from designers who have started to make their mark selling in outlets in their own countries and abroad, including Ignoor, Jolinke Jolink, Sakina M’sa, Gram, Hope and Whyszeck. Both press, stylists and buyers of leading concept stores and boutiques, such as Wendela van Dijk (Rotterdam) and Margriet Nannings, were inspired by the fair’s revolutionary collections. Subculture(progressive brands) made its debut, representing a melting pot of distinctive labels rooted deeply in street culture and associated scenes. With Obey, Ctrl, Pointer, Stüssy and Wesc, amongst others, modefabriek went underground.

Colourful spectrum
The modefabriek’s supporting programme also oozed innovation. Superstore.06 revolved around a mix of current style, product design, music and food. With ‘No borders! on art, craft & culture’ as the theme, a colourful spectrum of leading designers and young talent presented their work. Here, designers as Arik Levy, Bibi van der Velden, Hans van Benthum, Loyal Loot Collective, Martine Viergever, Quinny by Henrik Vibskov and Scholten & Baijings successfully showcased and sold their collections. Trendsetters from the Amsterdam fashion, design and media worlds were represented in a trio of exhibitions at the modefabriek exhibition space. RedLight Fashion Amsterdam gave an impression of the diversity and power of the Dutch fashion identity: high-level fashion in the city’s red light district. In collaboration with HTNK, 3rd Bachelor presented a blueprint of recently graduated, promising talent. And to close the first busy exhibition day in style, modefabriek once again threw one of its splendid informal receptions.

Next fair: modefabriek #27 Sunday 26 and Monday 27 July 2009

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