Amsterdam Fashion Week to move to Museumplein

The Netherlands’ Amsterdam Fashion Week is moving to a new location. From September onwards, the event will take place at the Museumplein. Since its launch in 2004, Amsterdam Fashion Week was held at Westergasterrein.


Danie Bles - Photo: Amsterdam Fashion Week

The new location is a decision from Danie Bles, reports newspaper Het Parool. Bles, a stylist who acquired Amsterdam Fashion Week in November 2017, has also changed the dates of the event. In previous years Amsterdam Fashion Week was held in January and July, but will now be moved to September and February, with ‘consumer needs’ cited as the reason.

In addition to the new location and dates, Bles also wants the Dutch fashion week to become an industry event again. In recent years, the event sold tickets to the public. The stylist also said earlier that she wants fashion week to become an event that is experienced throughout the city.

Amsterdam’s Museumplein is located in the heart of the city and is surrounded by the country’s most popular museums, including Rijksmuseum, Van Gogh Museum and Stedelijk Museum. The city’s luxury shopping street, P.C. Hooftstraat is in walking distance and features brands such as Isabel Marant, Hermes, Fendi, Dior and Ba&sh. 

During the event, the fashion week collections will be directly available for purchase after the shows at a temporary shop, the AFW Department Store at Jan Luijkenstraat 26, which also features a café and art show.

Amsterdam Fashion Week launched in the Netherlands in 2004. In 2010 owner Pieter de Haan sold the company to Brand2Event Group and Maussen Group. In 2016, Telegraaf Media Groep purchased AFW, and the group announced a year later that the company was on sale again. At the time, the media company argued that it did not yield enough from the event. Telegraaf, however, will remain the media partner of Amsterdam Fashion Week.

The first edition of Amsterdam Fashion Week, helmed by Danie Bles and organized at Museumplein, will be held 6-9 September 2018.

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