Vodafone Firsts Fashion LAB: platform for upcoming fashion talent

FashionWeek Nederland allows designers to grow

During the ten-year anniversary of Mercedes-Benz FashionWeek Amsterdam in January 2014, the second edition of the talent- and innovation programme 'Fashion LAB' will also take place. The programme will have its own identity within the fashion week thanks to the new collaboration with 'Vodafone Firsts’ and the scheduling of all the catwalk shows in Het Transformatorhuis. ‘Vodafone Firsts Fashion LAB’ inspires visitors with upcoming talent and their interpretation of fashion collections, -textiles and -presentations. Vodafone Firsts Fashion LAB is a breeding ground where promising designers freely express their creativity.

In the Vodafone Firsts Fashion LAB young designers have the freedom to experiment with textiles, the collection composition and the way of presenting. For them, Vodafone Firsts Fashion LAB is a chance to shine on a professional catwalk in front of a national and international audience. The shows offer visitors (on location and via live streaming) an insight into opportunities that are out there in the fashion and creative industries, for those who dare to think beyond the beaten track.

Programme Vodafone Firsts Fashion LAB

From 23 to 27 January there wil be ten 'Fashion LAB' and 'Fashion LAB PRO' catwalk shows scheduled in Het Transformatorhuis. 'Fashion LAB' shows are duo presentations from two different designers. The label EVAN Menswear will present its collection on 25 January, along with Lucia Rousseau from Milan, later in the week followed by Alexandra Frida and Pilger from New York (27 January), for example.

Under the label ‘Fashion LAB PRO', designers who have already taken the first steps in their careers give a catwalk show where they present more of what they have to offer. Jef Montes (24 January) is an inspiring example of a designer applying innovation by developing new textile materials together with Phillips. Jacob Kok (25 January), who surprised everyone at the last edition with a presentation in which he used Sims, shows the possibilities beyond the traditional catwalk show and Ratna Ho (26 January) inspires visitors with a creative approach to the concept of her collection.

After participating a maximum of twice in ‘Fashion LAB’ and twice in ‘Fashion LAB PRO ' designers, can make the step to the main catwalk in De Gashouder. This makes Mercedes-Benz FashionWeek Amsterdam the only fashion week where designers can grow gradually in their presentation under professional guidance. Every edition Vodafone Firsts Fashion LAB participants get feedback from the Advisory Board, which consists of professionals from different fashion disciplines such as photography, design, retail, manufacturing and scientific research, and whereby the designers’ work is seen from different angles. This edition Peter Stigter, Peter Leferink, Judith ter Haar, Liesbeth in 't Hout and José Teunissen form the Advisory Board.

Throughout the year, Vodafone Firsts Fashion LAB, together with Pakhuis de Zwijger, organises 'Daring Designers', an event that is open to everyone who wants to be permanently inspired, join in with the talks and learn more about the fashion industry. Previous themes were ‘Super Styling', 'Online Retail Therapy’ and ‘Green Collective’. The expectation is that in 2014 other Vodafone Firsts Fashion LAB meetings together with Amsterdam Creative Industries will follow.

About FashionWeek Nederland

About Mercedes-Benz FashionWeek Amsterdam
Mercedes-Benz embraces Amsterdam in the line-up of international FashionWeeks, because of its personal and outspoken character. Mercedes-Benz is all about style, design, class and innovation. The same goes for the fashion industry, and therefore the brand feels closely associated with the fashion branch both nationally and internationally. By sponsoring the major fashion weeks around the world Mercedes-Benz plays an active role in encouraging talented, innovative and ambitious designers.

About FashionWeek Nederland
FashionWeek Nederland is the largest and fast-growing Dutch fashion platform that represents the celebration of Dutch fashion talent, the building of bridges between creativity and commerce and the search for international connection. Based on its three pillars Connect, Grow and Celebrate and its three programmes: Catwalk (Mercedes-Benz FashionWeek Amsterdam), OFF SCHEDULE and Fashion LAB. FashionWeek Nederland connects parties inside and outside the fashion industry, it promotes growth and development, and it celebrates all the wonderful things that the Dutch fashion has to offer in talent and creativity. FashionWeek Nederland organises activities throughout the year, focusing on fashion lovers and professionals from fashion and related industries, including designers, labels, buyers, national and international press agencies, agents, the creative industry, government and semi-government and investors. FashionWeek Nederland organises the Mercedes-Benz FashionWeek Amsterdam twice per year: www.fashionweek.nl.