Individuals: The road to Amsterdam Fashion Week part six

Individuals: The road to Amsterdam Fashion Week part six

Jan 26, 2012 |  by  |  Fashion
About the author
I’m Martijn, 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!

Preparing for Amsterdam Fashion Week can be a pain, but one can only imagine what designers, branders and managers must be going through, preparing for a show. Well, not anymore. Martijn Nekoui, a brander at Individuals, is willing to give us a little sneak peek into the pre-fashion week madness. He will keep a weekly diary until the show, so be sure to check back for more news! Meet Martijn here.

Getting ready for the show

Imagine eight fashion people in a small room, all sitting behind their MacBook Pro, coughing and sniffing. Tissues lying on the ground, empty bottles of Spa Marie-Henriette and coffee cups everywhere. The girls responsible for the collection book have got red eyes from staring at their screens. The one that’s responsible for the show’s guest list is walking around with two phones stuck to the sides of her head, while others are simultaneously ‘Photoshopping’ three images. To finish everything before the killer deadlines, everybody’s making a real effort.

The girl that’s responsible for the show’s guest list is walking around with two phones stuck to the sides of her head.

Stress. That’s the main word for this whole week. We helped each other whenever we could and pep-talked each other through the days. The collection book has been sent to the printer, it’s finished and out of our hands. We hope the colours will work on paper and that there is no big spelling mistake somewhere. It’s our love child, we worked our asses off for it, and it has to be perfect.

iNDiViDUALS week 6 book

We’re all focusing on the catwalk show now and preparing the most raw, in your face and edgy show we can imagine. Everything has to fit the concept. We found a lot of good models at both agencies and on the streets, and we’re going to do really cool stuff with the catwalk and two Individuals are sourcing the right music for the show 24/7. And then the collection; the unique pieces are as good as done and the sales collection has arrived from abroad. Together with the creative directors we’re finalizing the sets for the show. We’re almost there, we’re almost finished.

Twenty-three fully focused young creatives, all with their eyes on the price: the big show at Amsterdam Fashion Week. Is the catwalk ready? Are all the models standing in the right order? Are all the big names in Dutch Fashion sitting front row? Are all our pieces in perfect shape, without any wrinkles?

So many questions, but no time for answers. ‘The Big Moment’ is nearly here… It’s time, it’s our time!

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