Souvenir By AMFI: if only I could bring back those days...

Photos by Danielle Kempen, Elza Wandler, Olivier Termijtelen, Maddie Raedts and Martine Johanna

As some of you might know, next to my job as fashion editor for Fashiolista, my blog and my studies, I also give all the love, energy and time that I have left to the By AMFI Statement Store. Every year a dozen of promising Fashion & Branding students are chosen to be active members of store's By AMFI team. There are several teams; Concepting, PR, Sourcing, 3D Design and my team Graphic Design (which means together with Fashiolista M., I design flyers, press releases, hand-outs, logo's, invites and posters.). Our Programme Director J. often calls us lovingly her By AMFI's.

Every three months the store gets an extreme make over and the concept switches to something entirely new and fresh. We just had the opening of the first concept that the new generation worked on: Souvenir By AMFI. It was a huge success, and not just because of the amazing products, the wonderful art made by Martine Johanna or the cool installations, although that obviously contributed. I believe that the love and effort from the By AMFI's, guided by our amazing mentors J., T., and O., filled the entire store with an energy that gives the visitors an immediate shot of inspiration. And that's impressive, if I may say.

Photos by Danielle Kempen, Elza Wandler, Olivier Termijtelen, Maddie Raedts and Martine Johanna

A little info about our new store concept Souvenir By AMFI (but make sure to check it out yourself at Spui 23, Amsterdam!) and some general info about the Statement Store:



Info
By AMFI is the Statement Store of the Amsterdam Fashion Institute that exhibits and sells products of our talents; students, teachers, alumni and friends. By AMFI is a community working together with the industry and society. Every 3 months a new concept is made up and a new environment is created, with new products from both inside and outside AMFI. Every theme is organized and realized by our young AMFI professionals, often reflecting a current theme in school.

Photos by Danielle Kempen, Elza Wandler, Olivier Termijtelen, Maddie Raedts and Martine Johanna

Souvenir
Souvenir By AMFI is our new store concept that brings you back to your childhood memories. The concept is inspired by Martine Johanna’s art and current illustrations. Symbols and organic shapes, but also fashion and art, the planet, life, love and death, are sources of inspiration to Martine Johanna. These aspects will be central in the store, and together with our specially sourced products they will bring the store to life.

Photos by Danielle Kempen, Elza Wandler, Olivier Termijtelen, Maddie Raedts and Martine Johanna

Just a handful of some of the amazing brands you can find in our Store:


[click on the brand's name to see its website]

by 1 oak

NON by Kim

Ted Noten

Studio Ruig
Barbara de Ru

Individuals
Barbara Munsel
Clare Creemers
Hilde Eijgenraam

Want to see us work? Check the Store on Wednesday nights! 

♡ Thanks for reading and don't forget  to follow me with bloglovin'!

Soho Hearts presents Prêt - à - Portea

Wednesday afternoon I received an email from a friend asking me if I was interested in seeing the FW 2010 collection of accessories label Soho Hearts. Well, that could be quite cool... I thought, delighted by the idea of meeting the brain behind this successful brand. Juliette Booker, a Dutchie based in NYC, designs jewelry for every age and every style. She has tons of celebrities in Hollywood wearing her design, so no doubt it would be an inspiring gathering.

Perhaps I should've put a little more effort in finding out what it was exactly that we were going to though, as upon arrival I noticed the other guests were wearing shimmering and sequined cocktaildresses, and all looked unbelievably glamourous. My outfit was a slight clash between the classes... It consisted of high waisted black shorts with a simple tee, my fave new wedges (the black canvas ones, see post below) and black dotted tights. With holes and a couple big ladders in it. Yes, very sophisticated indeed. 

But after seeing the interior of the party I was totally overwhelmed and completely forgot about my underdressed look. The party - or Prêt-à-Portea as it was called - was in a beautiful old 'grachtenpand' (house on the canal) with marble everywhere and huge chandeliers lighting up the cosy and intimite, yet also classy and spacious room. Filled with stylish and hot people who were drinking cocktails (yay, how I love the fabulous shakerboys!), catching up, dancing a bit on DJ Mayday's funky tunes and... checking out the high tea that looked so stunningly chic. Vintage tea cups and plates in all sizes and shapes, scones and chocolate cake, cute little cucumber sandwiches were all stalled on a big table, along with the highlights of the new jewelry collection. This was a somewhat different brand presentation than what I had expected, but oh was I loving it! The interior mirrored the collection, looking so British chic, yet stylish and a little edgy at times (skull headband, spikey bracelets).

I have two definite favourites of the new collection: I like the neon earrings with silver, but I was totally and utterly in love with the bunny headbands. They remind me of Louis Vuittons headbands, but so much more wearable. And as Juliette - looking amazing in a babyblue puffy dress - explained: "You can wear the ears to the side for daytime, but when night comes they can stand up, like a naughty bunny girl."

Dewi, a Dutch singer (who also looked adorable in her ballerina skirt with thick black tights and shiney black wedges) was giving an amazing performance and the actual brand presentation with models walking between the guests was unusual but very informal and made the collection feel accessible to anyone at any age at any time. Very well done.

I spoke with a couple bloggers, some models and some other interesting people, but after trying all the different cocktails the shakerboys had on their little menu, I decided it was time to head home. I've had a fabulous time, this is definitely a night that will stay on top of my mind.

Thank you Soho Hearts, also for the lovely goodiebag (big bulky silver ring with cobalt blue stone and charcoal Rituals eyeshadow!) and the wonderfully inspiring night.

♡ Thanks for reading and don't forget to follow me with bloglovin'!