MOAM collective 2013
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 from the fashion industry contributed, such us Jan Taminiau and Frans Molenaar. The campaign model Doutzen Kroes 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 “a unique concept and a charming initiative”.
The first MOAM collective in 2013 consisted of eight, recently graduated, young designers that create a fashion collection together. With the help of 25 coaches and professionals from the fashion-industry, it became a fashion master-class. The collective was supervised by fashion experts with varying specialisms. Designers, entrepreneurs, stylists, magazine makers, pattern-makers and couturiers shared their unique knowledge and skills with the new generation. The carefully selected designers formed a close collective in which 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. This was the start of a unique collaboration.
MOAM collective had no earlier editions to learn from as it was a completely new concept. As the designers and the coaches got to know each other and formed a tight group, the concept developed and grew.
The start-up phase took longer than expected and this resulted in the hard decision to not show at Amsterdam Fashion Week. This meant that we had to produce our own catwalk show. MOAM collective was now responsible for the complete production of the show. 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 received even more brand awareness than expected. Established names cooperated for the MOAM collective catwalk show. 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 because they loved the concept. That 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. Because of this support we could acquire the right machines, materials and supplies for our atelier. Also, academies such as the Amsterdam Fashion Institute, ArtEZ Arnhem, Koninklijke Academie van Beeldende Kunst and Academie Beeldende Kunst Maastricht supported MOAM financially and thus 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 newspapers 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 modelled by Doutzen Kroes; a show at 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.