Big colorful balloons hung from the ceiling and transformed the entrance of the 43rd edition of Modefabriek into a fashion playground for grown-ups. In addition, the whole entrance floor area was covered with a bubblegum pink carpet. Stepping into Modefabriek, which ran in Amsterdam July 9-10, it was immediately clear that somebody really thought through this edition of the long-running trade show that features men’ and women’s clothing, shoes and accessories.
Compared to former editions this one was outstanding in terms of exhibition design and structured pathways. Especially District D with the “Learn, Expert, Shop and Eat” area was an eye-catcher for visitors and offered again a lot of free consulting services for young professionals covering topics such as Facebook marketing, data analytics, custom e-commerce, online brand building and much more.
Mariette Hoitink, founder and managing Director HTNK Fashion recruitment and consultancy noted: “What is really nice is the commitment of fashion people sharing ideas and talking to each other about business ideas and innovations.” In her opinion Modefabriek is the right place for this.
Newcomer brands could be spotted in District C at the platform “Dress Like a Man” as well as in District A at the “Shopping in Paris” platform.
“Why Denim is a newcomer label; I just started last year and this is my first time at Modefabriek,” said David Westerhof, founder of Why Denim. “In the end I have to look if it was worth it but I had the opportunity to meet some interesting people at Modefabriek.”
This edition was less crowded than the winter show in January. Tony Tonnaer, the founder of K.O.I., explained at the Seek trade show last week in Berlin why the summer edition of Modefabriek is not as attractive for him as the winter one: “We don’t exhibit at Modefabriek just because we are fully satisfied with the one edition in winter. And the summer editions are often not as crowded as the winter editions.”
Fewer visitors or not, in terms of trends there was a clear comeback of the ’80s and ’90s sportswear era. Ice-cream colors popped out on numerous collections. Stripes and logos were another big trend topic for spring/summer 2018 as well as laid-back pajama styles. In terms of denim, Scandinavian cleanliness could be spotted and mom jeans and high-waist silhouettes remain THE shapes for women in s/s 2018.
Color trend: Ice cream pastels & 80ies vibes
Denim trends: clean & little details
Essential wardrobe pieces for s/s 2018: Pyjama styles and oversize cotton striped shirts
Most desirable accessory label: alltheluckintheworld from Amsterdam
Labels to Watch:
www.whydenim.com: the beauty of these denim lies in their simplicity (only men)
www.majem.nl: rainjackets for cyclists
www.thesouks.com: home, interior, accessoires and fashion with a strong maroccain influence
www.apocs.com: cool premium streetwear label from Copenhagen
For more information on trade shows check out DFV Group’s expocheck.com.