What used to be a store of the fashion label Individuals, is now a Statement Store called BY AMFI. The space at Spui 23 in Amsterdam, now shows a preview of the collection “The Porcelain Papillon” which will be launched on the catwalk later this fashion week.
“The aim is to change the concept of the store every ten weeks” manager Orpheo Jungst tells me. “By AMFI contains 75 percent of exhibition space and 25 percent of sales point for the label Individuals. The changes are made very raped but hereby we want to transform this store into a diorama, a magnifying-glass showing the work of the AMFI students.”
“There is a lot of talent within AMFI” say the institutes’ director Liesbeth in ‘t Hout. “I believe this will now be a good teaser for the Individuals label, but also a terrific platform for all the great work that is been done within the Amsterdam Fashion Institute.”
BY AMFI, Spui 23 Amsterdam, is opened every Tuesday till Saturday 12.00 – 18.00.
photos: collection & Orpheo Jungst
WRITTEN BY: MIRJAM DE RUITER
PHOTOS: CORNE RIJNEVELD
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