Lidl Amsterdam Fashion Week

 

Supermarket Lidl made it’s way onto the Amsterdam Fashion Week schedule this week. A supermarket showing during fashion week? You might be surprised. But for anyone who missed Lidl’s expansion into trendy fashion; Lidl has been working with topmodel Heidi Klum for over a year now. Her designs for the supermarket chain sell like hot cakes and so it is time for a new collection. On Sunday she presented her brand new line up of looks named #LETSSHAKEITUP.

And boy did they shake things up. Or at least they gave the idea of a runway show a typical new twist. In small groups of about six models arrived onto the runway all wearing similar looks. Some of them carried the supermarket’s products in their hands, signature items, like washing gel. At the same time Lidl’s bestsellers, pretzels, coffee, fruit, tea and what not were projected onto the backdrop.

Five young Dutch designers from different fashion academies in the Netherlands participated in the show. Those students were Mirte Luijmes – HKU Hogeschool voor de kunsten Utrecht, Heidi Dai – WDKA Willem de Kooning Rotterdam, Lieselot Elzinga -Gerrit Rietveld Academie Amsterdam, Amber Willemztijn – Artez University of Artz Arnhem and Laura Snijders – KABK Koninklijke Academie voor beeldende kunsten Den Haag. Each student presented one of her designs in between the Lidl looks.

Fashion wise the Lidl collection consisted of classics, basics, all greeners, no brainers, wardrobe essentials, must haves; you get the idea. “I love classic pieces like trenchcoats, turtle necks and cosy pants. In my new collection these are all made in fresh red shades which turns these basics into special eyecatchers”, Heidi stated. And so she sent out colorful vests, trench coats, trousers, handbags, carves and loafers with a price range from €2,99 to €29,99. Simple, classic, qualitative and affordable. A collection that might just sell out faster than Lidl’s home baked hot cakes..

Backstage 10Days Amsyterdam Fashion Week SS2019

Take a look backstage at the 10Days show.

10Days Amsterdam Fashion Week FW2018

Our Sunday morning started off with 10DAYS x Emily Marant. The lifestyle brand which is all about style and comfort always has a special focus on Amsterdam. Yet today the Californian dream awaited us with surf boards and palm trees as a backdrop. And so we imagined ourselves on a beach, even though the collection was more sporty than beach-y.

Key words for the collection are contemporary, comfortable an cool. A strong line up filled with wearable, simple yet interesting looks. Like the soft joggers and comfy sweaters given a sporty touch in the form of a cross body fanny pack or a pair of crispy white sneakers. We spotted tie-dye details and bright colors. Models looked stunning in the brand’s ton sur ton looks (a menswear in mint green and some womenswear looks in red, blue and grey went straight onto our wishlist). Proof that simplicity – less is more – often does the trick.

Ohhh and ahhs when the kids came onto the runway sporting looks that formed a perfect mini version of the mens and womenswear items. Sporty stripes and leopard prints, comfy leggings and cosy vests. The 10DAYS message (and motto) was clear; fashion should be comfy and fun, for us as well as for the little ones.

At the end of the show Creative Director Barbara Hilbrink entered the runway together with Emily Marant; their way to announce their collaboration for a limited edtion 10DAYS x EMILY MARANT capsule collection available as of end 2018. A limited edition ‘Fashion Week Trainer’ was on sale in the AFW shop right after the show. Everything else was on sale right away as 10DAYS put their See now buy now formula into practice.

 

Backstage Hudson Bay Amsterdam Fashion Week SS2019

So, what was going on backstage at the Hudson Bay show? Take a look yourself.

Backstage Goldbergh Amsterdam Fashion Week SS2019

Take a look backstage at the Goldbergh fashion-show.

Streetfashion Amsterdam Fashion Week SS2019, Day 03

What are you wearing during the fashionweeks? Your Off White-shoes, that Balenciaga-shirt or your latest Vetements-denim? Maybe we’ll spot you in Paris, Milan, New York or Amsterdam. During the fashionweeks we refresh our streetwear posts regularly. We don’t judge, we’re not the fashion-police, we just enjoy fashion and your own personal style. Next stop: Amsterdam Fashionweek, womenswear SS2019.

GOLDBERGH Amsterdam Fashion Week

Anyone who isn’t familiair with the brand Goldbergh might assume we were attending a fashion show from an international label. The introduction video, the music (mostly with Italian singing voices) and the backdrop clips all had a very international feeling to it. Truth is Dutch women Sandra Peet and Lieke van den Berg launched the label in 2010. In the past few years they’ve managed to turn Goldbergh into a large luxury sportswear label. Tonight’s collection proved it’s professional level. The outdoor collection was strong, cohesive and very appealing. Even the ones who aren’t into winter sports (me) might get excited after watching these outfits. Colorful, original and – even with all those layers and puffy materials – feminine. A few trends in the mix too; leopard prints, fanny packs, fur, neon and logos to hit the slopes! And if you’re not that sporty after all you can just look pretty damn cool while watching the others.

Backstage Penn & Ink NY Amsterdam Fashion Week SS2019

Take a look backstage at the beauty and stylingteams working at the Penn & Ink NY show.

Silvian Heach Amsterdam Fashion Week SS2019

Tigers were walking the red lit walls of the show venue at Italian label Silvian Heach this afternoon. The same tigers that formed a print on a red suit, the opening look of the show. A statement piece and a highly desirable look as well. A look that set the mood for a large collection filled with wearable, feminine pieces. Silvian Heach is gaining popularity as well as sales points in the Netherlands and we can see why that’s working out.

The brand seems particularly good at designing suits and maxi dresses. Suits in different types of prints, but made in a variation of velvet shaded and sparkling as well. The dresses were all pretty conservative (lots of fabric) yet super feminine and came in all kinds of floral and animalistic prints.

The tiger print popped up a few more times and in between all suits and maxi dresses we spotted some appealing statement items, like a gold colored puffer, a velvet kimono, an off white fur coat. In the mix with leather skirts, plain dresses (cinched by the waist by a branded strap, OffWhite style), bowtie blouses, elegant, pleated skirts, chunky sweaters and sock boots. Enough said. Just click through out gallery and you be the judge.

Hudson’s Bay Amsterdam Fashion Week FW2018

Saturday afternoon Hudson’s Bay invited all of it’s guests for a front row fashion show experience. The warehouse presented 60 fall/winter2018 looks on a runway decorated with the warehouse’s familiair stripes for their young and older consumer. The looks, all very colorful, formed a contemporary mix of the labels Hudson’s Bay sells, from Max Mara and Adidas to CK Jeans and Tommy Hilfiger. The models, varying in age, gender and size, were styled (by 3 different stylists) very streetwise; beanies, logo underwear, caps, dad sneakers, sport socks and fanny packs all over. All looks appeared extremely wearable and the few pieces from the department’s store home section (selfie sticks, suitcases, blankets and Smeg and Hay items on display) blended in just perfectly. A camel coat worn by a grey haired lady with camel pants, a beige sweater and a grey beanie seemed the ultimate f/w outfit for women of all ages. The Tommy Hilfiger tracksuit a male model sported with a puffy yellow jacket looked cool and comfy. A completely red look (boots, skirt, hoodie and coat) looked extremely desirable. Lucky us all looks are available straight away, in stores and online. Hudson’s Bay See now, buy now formula in full effect.

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