Already wondering what to wear when spring comes? No problem. At the Amsterdam Fashionfactory you can already catch a glimpse of next season’s clothingcollections. More than 800 brands put their newest designs on display for you to get excited about.
Standing in front of the closet, having to choose your outfit for the day, has always been the most challenging part of the morning for tons of people. It gets even worse at the start of a new season. Luckily for me, I had a ticket for the Amsterdam Fashionfactory (‘Modefabriek’) in the huge eventhall, RAI, which was held on 22nd and 23rd January 2012. Fashionfactory is an enormous exhibition with over 800 brands showing off their collections for next season. This exhibition is held twice a year: once in the winter and once in the summer.
Extremely excited I took off with my La Sardina Fisherfritze to document this fashionevent as analogue as possible. I scoured the exhibition and its 800 stalls for items that stood out to me. It was heaven. Pretty shoes here, fabulous pants there, gorgeous leather bags everywhere!
Of course there were models everywhere, standing in their boots, showing off clothing. But that’s not all. There were runwayshows too! 10feet and G-star had their own fashionshows with models walking up and down the runway on pounding music and posing in front of lenses.
Unfortunately, there was no possibility of buying anything. I could look, but couldn’t touch. Luckily, there was a tiny part of the exhibition that did sell clothing and other stuff. This part was called ‘Trash & Treasures’. You were allowed to buy vintage clothes, jewelry, shoes and homemade posters and paintings. But it wasn’t all about clothes at Trash & Treasures. Lomography The Netherlands had their own little stand too, featuring all of your favourite cameras, including the shiny Diana F+ gold edition and the fabulous Lomokino!