What Designer platform with a fashion collection and show
Where EYE, Amsterdam
Who Doutzen Kroes, Jan Taminiau, Mart Visser, Inez & Vinoodh
MOAM collective emerged as a platform for young designers to collaborate. After six months a fashion show took place at EYE Amsterdam with over 300 visitors. Big names of the fashion industry contributed such us Jan Taminiau and Frans Molenaar. Doutzen Kroes was the campaign model she was shot by legendary photographers Inez van Lamsweerde and Vinoodh Matadin. There was a weekly column on Vogue covering the process, an exclusive MOAM-scarf in production and a great collective of eight young designers that worked together on one collection. MOAM collective was received very well by the industry, audience and press.
The media called it “an unique concept and a charming initiative”. MOAM collective exists of Eight, recently graduated, young designers and together they create a fashion collection. With the help of 25 coaches and professionals from the fashion-industry, it will be a master-class in fashion. The collective was supervised by fashion experts with varying specialisms. Designers, entrepreneurs, stylists, magazine makers, pattern-makers and couturiers shared their unique knowledge with the new generation. The designers, picked out carefully regarding their skills, formed a close colletive; Brian Gerardts was responsible for the prints, Hoi-Man Cheung for the patterns, Niels Tol for the women’s sketches, Nisha Rabiee for overwear, Josine Heuts for altering the materials, Marja Bennenbroek for the male sketches, Ayla van Maarschalkerweerd for the technique and Xiomara van der Zon for the overview and styling. An unique collaborative project arose.
MOAM collective had no earlier editions to learn from, it was an completely new concept. The designers got to know each other and also the coaches were standing on unfamiliar ground. Slowly, the concept took shape and everybody grew together into one close group.
The start-up phase took longer than expected and certain deliveries delayed the process as well. This resulted in a decision to not show at the Amsterdam Fashion Week. A hard decision as it is a great platform. This decision meant that we had to produce our own show. MOAM collective was now responsible for a complete production team. Lights, sound, production, catering, goodie-bags, logistics, security and photographers; it all made MOAM collective an even bigger concept with an even greater impact.
MOAM collective got even more brand awareness than expect. Established names cooperated for the catwalk show; the end presentation of MOAM collective. Ellis Faas was responsible for the make-up, Hester Wernert van Mogeen for hair, EYE Amsterdam was the location, Joost van Bellen and Sander Stenger created exclusive music for the show. The weekly column for Vogue and the news that Inez van Lamsweerde & Vinoodh Matadin shot the campaign image with Doutzen Kroes made the expectations very high. Expectations that, looking back at all the feedback from press, participants, coaches, fashion industry and people involved, came true.
All people involved worked voluntarily and had love for the concept. This was the only reason that this huge spectacle could take place with a small budget and financial support from Stimuleringsfonds Creative Industry, Rabobank, HTNK and The Woolmark Company. This support made it possible to make use of the atelier even more and so acquire the right machines, materials and supplies. Also academies such as the Amsterdam Fashion Institute, ArtEZ Arnhem, Koninklijke Academie van Beeldende Kunst and Academie Beeldende Kunst Maastricht supported MOAM financially and at the same time supported the future of their alumni.
In conclusion, we can say that MOAM collective was a successful experiment. We never dared to dream of the actual accomplished results. MOAM had publications in all big papers such as de Telegraaf, Volkskrant and NRC; items on RTL Boulevard; a weekly column for Vogue; a campaign shot by Inez van Lamsweerde and Vinoodh Matadin with Doutzen Kroes as model; a show in EYE with more than 300 visitors and very positive feedback.
Without all the support and faith, MOAM collective would have never become a success. The sponsors, partners, coaches, press and participants contributed immensely to this project. The Netherlands can celebrate a new fashion collective; MOAM collective. Next to that, seven out of the eight designers received a job in the fashion industry.