Individuals: The road to Amsterdam Fashion Week part one

Dec 27, 2011 |  by  |  Fashion
About the author
Sabrina (who is old as fuck) has more energy than a Duracell bunny, and uses it to dance in the newest clubs, eat too much junk food, play all the videogames, examine apps and shop - even though she has more than enough clothes. Sorry Earth.

Amsterdam Fashion Week is around the corner and our fashion team is already putting together their outfits. This causes us a lot of stress (“Why didn’t I buy that leather skirt? Stupid stupid stupid!”) so we can only imagine what the people showing at fashion week must be going through. Luckily, I’ve found a brand who’s willing to give a us a little sneak peak into their preparations. Martijn Nekoui, a brander at Individuals will keep a weekly diary about his life pre-fashion week. Let’s meet Martijn!

Can you tell us something about yourself?
“I’m Martijn Nekoui, a 21-year old fashion student. A creative, sarcastic, vain guy who likes films and Scandinavian music. Who parties all the time, likes to eat pumpkin soup and to drink red wine with friends. Last but definitely not least, I always wear coloured socks.”

So you are involved with Individuals, tell us a bit about the brand!
“Individuals is a unique and conceptual brand from The Netherlands. The Individuals collection is made by a changing collective of young creatives, who show twice a year at the Amsterdam Fashion Week. We are a group of branders, managers and designers. For Individuals it is very important to show their vision on the zeitgeist, the world and how this influences their perspective on fashion.”

What’s the most important rule when it comes to fashion for you and Individuals?
“Being creative, unique and on the edge. Fashion is all about creating new feelings, new atmospheres and creating the whole package. For me it’s important to show my own vision on the world. To show that fashion isn’t superficial or easy, it’s a way to express yourself and show your vision on the world.”

What to remember when showing at Amsterdam Fashion Week?
“Stay calm!” When we asked about his message for our readers, so they will have to read the Individuals diary, he answered: “If you want an honest, raw and in your face sneak peak behind the scenes of one of the hottest and most young fashion brands in Amsterdam and to be one of the first one to see what we are going to show on the catwalk, you definitely need to read our diary!”

Stay tuned for more exclusive behind the scenes footage! The film featured on top is in Dutch unfortunately, but it is their promo for VoordeKunst, because they are trying to raise enough money for a collection book. More information (in English) about this will come next week.

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