The summer edition of Modefabriek took place for the first time on Monday and Tuesday (July 8-9), instead of Sunday and Monday. This did not reduce the crowds of visitors to the Amsterdam event. "People were already queuing at the entrance in the morning," reported Helene Winther, brand manager of Denim Hunter. Winther was more than satisfied with the response on the first day. 7 for all Mankind was also very satisfied with the number of visitors and the interest shown by buyers.
This year Modefabriek again offered its visitors a full supporting program: Act Blue on the "Strip" in the Central Hall was the perfect setting for an extraordinary Instagram snapshot, the Dress like a Man platform was dedicated to "Japanese Workwear” and in the West Hall a select number of labels offered on the spot and instantly shoppable customization of their collections. Thirteen selected graduates presented their designs in the Connecting Hall and in cooperation with fashion recruitment and consultancy agency HTNK, Modefabriek offered workshops on the topics of profession and career for young graduates and professionals.
Mariette Hoitink, founder and managing director, HTNK said: "We have fully booked workshops and demand does not stop. Young people in particular are so ambitious and eager to learn. It is important to equip them as well as possible for this career path. It is all the more important that all this takes place here at the Modefabriek. Innovations, new ideas, young people–all these things must come together. Here, graduates can get a glimpse. Nowadays, trade fairs have to be renewed again and again. Modefabriek has once again proven that it can do this."
The July issue of the trade show also featured the Off_South platform for the first time. The shuttle bus took the visitors to the location Temp. (Burgerweeshuispad 3). The atmosphere was lively and busy. Leonie Stiegter from Dutch newcomer label Iconic 27 said: "It's super nice and we really like the atmosphere. It's all about the clothes, no big booth presentation and we like that very much. In the morning the frequency could have been better, but it's getting increasingly full now." Daan de Greef, founder/managing partner of the Baskets stores in the Netherlands and responsible for the Dutch distribution of Lacoste Live noted: "At Off_South every brand is equal. There is no bigger, better booth because you are a bigger brand. It doesn't matter, all what matters are the clothes that are hanging on your racks." Sander van de Vecht, founder of Denim.lab shared this view: “I am totally satisfied with the result of the fair. It is the second season that I am offering non-denim in my collection and this is the right environment to present it.”
About 66 brands including Another Label, Wood Wood, Kuyichi, Minimum, Farah, Goosecraft, Irie Daily, Dr. Denim, Herschel, Hummel and Selected presented themselves at Off_South. What was repeatedly praised by the brands was the uniformity of the booths and the focus on the collections. Some brands felt better off at Off_South than at the more commercial Modebabriek, which focused much more on womenswear this season.
Labels to Watch:
- Iconic 27
These are the trends that we discovered for you at the Modefabriek and Off_South for s/s 2020:
DENIM JACKET/ BLAZER STYLE:
OFF WHITE DENIM
80's TRACK SUITS
KNITTED SWEATERS IN POPPY COLORS