The organizers of all the key events during Amsterdam Fashion Week, held July 28 to August 1, were very satisfied with the number and quality of exhibitors and visitors who attended the multi-faceted event. And all the events and trade shows that took place during Amsterdam Fashion Week have made it quite a national showcase.

The actual fashion week portion of Amsterdam Fashion Week ran July 28 to 31 and again featured several catwalk shows in the Westergasfabriek location. The brands and designers who showed included Blue Blood/Avelon, Hans Ubbink and Percy Irausquin, among others. The closing show was the catwalk presentation of the Dutch Fashion Foundation, which featured designs by Angelos Bratis, Jeroen van Tuyl and Ferdinand Schmeits. All shows were well attended by press and buyers.

The third edition of the new luxury trade show District also ran July 29 to 31 at the Westergasfabriek, and attracted 3,200 visitors – the same amount as its second edition. About 77% of the attendees came from the Benelux region, mainly from the Netherlands. But some exhibitors weren’t too happy with the traffic. “It is too calm,” said one of the exhibitors who asked not be identified. Still the good service, the relaxing business atmosphere and nice location were oft-mentioned mentioned positives at the show.

The quality of the 80 brands showing their new lux collections again included names such as Mansharey, Corleone, James Jeans and Filippa K. As usual, they were warmly received but some visitors criticized the fact that sportswear labels such as Guru and De Puta Madre also showed at District this time.

District’s organizers have announced plans to move the dates permanently to Sunday/Monday for an overlap with the other trade shows. “This will be a key change for an even better success,” said Debbie Tomkinson, District’s director.

With 7,500 visitors, the trade show Modefabriek, which ran July 31 to August 1 at the RAI location, counted 400 more guests than its January 2005 edition. 85% came from the Netherlands, the rest were buyers from countries such as Germany, Belgium, England and Spain. In all, 267 brands exhibited (26 more than the January show’s 241 exhibitors) and they were divided in three areas. Glam & Glow had about 50 new lux labels such as Humanoid, Yesterday never dies, Da-Nang, by Malene Birger and Joe’s Jeans and therefore became a direct competitor to District. The Better Blues Area hosted 101 jeans and streetwear labels such as Timezone, My Ass and Red Wing Shoes. And 115 exhibitors, including Mac, Tunrover and Noa Noa, were located in the all-womenswear Ultimate Essentials area.

Connected to Modefabriek was the first edition of the show Fashion Items, which featured fashion accessories, jewels and handbags from brands such as Pilgrim, Ecko, Chick on a Mission and Fafi girls’ bags. The traffic there was also good and quite a few Modefabriek visitors used the shuttle to Fashion Items’ location at Expo XXI.

– Sabine Kühnl, Bureau Chief Germany