“The collection can be worn by young girls and hipsters, but at the same time by my mum and her neighbour, and that was exactly the point.”


The design collective MOAM for HEMA consisted of fashion design Alumni assembled by initiator Martijn Nekoui. In 2014 and 2015, these alumni designed collections for HEMA to be accessible to the general public.


In 2014, a 20-piece collection was designed by alumni Dewi Bekker, Sanne Faber, Julie de Ruijter, and Tess van Zalinge. The design principle encouraged a comfortable and trustworthy collection for the Dutch consumer, including pieces such as women’s blazers, blouses, and a little black dress, and men’s shirts and knitted cardigans. Unisex pieces such as bomber-jackets and sweaters were also included, as well as lifestyle products like planners, towels, socks and a shopper. Out of all the products, the ‘rookworsten-shirt’ was the best-seller and sold out within an hour.


In 2015, design-alumni Aniek Zinken, Christa van der Meer, and Joanne de Hoop created a 14-piece holiday collection for Dutch women. It included dresses, 3-piece suits, knitted sweaters, and accessories of high quality and sophistication. Both collections were supervised by Frans Ankone, Peter Leferink, and Mariette Hoitink.


The collections were an overwhelming success, having been made available in over 200 stores in the Netherlands and becoming iconic to the MOAM brand.