“Working together was unique about this project: MOAM collective was an experiment. This has never been done before, this did not yet exist. “
2013 - 2018
Collective is a concept created by MOAM to unite fashion industry professionals with upcoming, talented designers. Each year, MOAM carefully collects designers from the most esteemed fashion and arts schools, which, in 2018, was extended from a national to an international pool of participants. These designers come together to design a collection in order to finally showcase them at a well-respected institute. In recent years, this has included EYE film museum, Rijksmuseum, Grand Hotel Krasnapolsky, and a monumental house at the Herengracht canal in Amsterdam.
The designers are coached by industry professionals with varying specialisms, including names such as Viktor&Rolf, KLM, Philips, Jan Jansen, Jan Timiniau, Frans Ankone, Mariette Hoitink, Peter Leferink, Claes Iverson, Saskia Stockler, Cecile Narinx, and several others. With the help of these respected experts, the designers get the opportunity to attain valuable knowledge and encourage talent development.
The first edition of MOAM collective immediately proved successful. The designers conceptualised and created the MOAM scarf that was modeled by Doutzen Kroes and photographed by Inez and Vinoodh. This edition even had its own weekly vogue column, where the processes and signs of progress were shared. Above this, the edition received publicity in many big newspapers such as de Telegraaf, Volkskrant, and NRC, as well as items on the TV-program RTL Boulevard. The final catwalk show was held at EYE film museum with over 300 guests. Overall, a well-received experiment.
In later years, MOAM collective produced its own documentary, capturing the process of the creation of the collection in a visual and creative manner. The documentary aired on Dutch television and previews were shown on Vogue.nl. Furthermore, the most recent edition of MOAM collective involved designers from all over Europe, including Antwerp, The Hague, Florence, London, and Paris. Powered by Zalando, the five designers created a collection based on the theme ‘sustainability’ in collaboration with KLM.
The MOAM Collective has proved itself hugely successful over the last few years, and we are keen on pursuing more editions in the future.