Day Four @ Mercedes-Benz FashionWeek Amsterdam

Fashion Films tell the stories behind collections

22 JANUARY 2014, AMSTERDAM
Summary
On Tuesday 21 January, the fourth day of Mercedes-Benz FashionWeek Amsterdam, visitors to Cinema Het Ketelhuis were given an introduction to film, a medium which is increasingly used to tell the story of a fashion collection. The screening of six short fashion films is included in '10 Days Downtown’ to show what alternative and new presentation opportunities there are beyond the catwalk.

In the short films, AMFI’s Fashion & Visual Culture students showed the story of the fashion collections of six young Dutch designers, including Dewi Bekker, Martijn van Strien, Katrien Baaij, Nadine Goepfert, Anne van den Boogaard and Anneleen Bartels. The films can be seen in Cinema Het Ketelhuis until Friday, 24 January.

Kim Bruggeman, Head Minor AMFI : "Film is an excellent medium for fashion, enabling a designer to convey the vision that he has about his collection. Our students learn first to come up with a strong concept before they start to create images. With these six fashion films they have exceeded our expectations on all fronts, from concept creation and direction to production and editing."

With '10 Days Downtown' the fashion week shows what the fashion industry has to offer to various forms of expression. The variety of events will make anyone who loves fashion extra curious about how fashion is created and entice them to come and take a look at the catwalk programme.

Quotes
"Film is an excellent medium for fashion, enabling a designer to convey the vision that he has about his collection. Our students learn first to come up with a strong concept before they start to create images. With these six fashion films they have exceeded our expectations on all fronts, from concept creation and direction to production and editing" Kim Bruggeman
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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.

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