
Visited the Amsterdam Fashion Week. First listened to a very clear presentation by former AFW director James Veenhoff, who initiated the House of Denim project: a jeans factory, r&d lab, school, shop etc completely focused on denim. Big motivation for Veenhoff is the sustainability aspect of producing jeans, especially the enormous amount of water that is needed to produce and dye jeans. I hope the initiative gets the public private support that it needs. Anyone interested in jeans, could also visite the
'Global Denim Project' website of ULC (University College London). Nice overview of all research going on in the world about jeans and denim.

Afterwards went to se the Mada van Gaans fashion show. I'm not that much of a fashionista, but I liked the consistency of the show (which was based on a 'snake goddes' kind of idea, I just read somewhere). No extravaganza, good eye for refined simplicity. Unfortuntely something went wrong with ordering the right shoesize for the models, who barely could walk on their high heels. Not a major thing, you don't see it in the magazine pictures anyway...but it didn't contribute to the otherwise professional presentation.
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