iNDiViDUALS is a premium, Dutch womenswear brand initiated by AMFI, the Amsterdam Fashion Institute; the brand is a collective of creative minds changing with every season. A platform for fashion creativity, iNDiViDUALS is a combines third and fourth year students primed to experience real-time fashion industry demands. The new SS17 collection by iNDiViDUALS was presented at X Bank; the art, design, fashion cultural hybrid space located in W Amsterdam.
iNDiViDUALS aims to achieve a balance between being creative and commercially appealing. The ability to combine creative freedom with a focus on sustainability and economic value is of utmost importance with every passing season.
This year iNDiViDUALS is turning 21, and has grown into a brand that is able to communicate through thoughtful words in a world where aggressive voices dominate, “you don’t need to scream in order to be heard“. This has resulted in a fresh SS17 collection with soft round shapes, matte finishes and exquisite embroideries, which shows strength in different forms. The collection includes garments featuring hand-drawn personal scratches by all members of the iNDiViDUALS team.
The SS17 collection is inspired by the toughness and aggression of the hooligan; the statement iNDiViDUALS want to make this year is a transition from a harsh to calmed strength. The show begun with colours as ‘unmistakable black’ and ‘confident yellow’. These gradually run into a palette of soft colours as ‘composed grey’.
Photos courtesy of Team Peter Stigter