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Jaiden James

STYLE EDITOR

June

27/2016

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amsterdam pressday, netherlands, holland, dutch, fashion, primark, new season, value,

Amsterdam Press Day

A sneak peak at next season’s collections

We headed to Amsterdam, the final stop of our Eurepean tour, in which the forthcoming A/W 16 collections were exhibited across London, Paris, Madrid, Milan and Dublin to a host of international editors, bloggers, and influencers. The selection of industry insiders in attendance included key members of Amsterdam's fashion scene, such as Amanda van Effrink, Amber Rudolf, Heather Serry, Jiska Fischer and Maureen Powel.

amsterdam pressday, netherlands, holland, dutch, fashion, primark, new season, value, ​All Photographer by: Presstigieux

Vibe

 The event was held at Felix Meritus, a historical arts building in the centre of town. Sat on the riverbank overlooking the canal, with the windows left open and natural sunlight pouring in, it helped capture the vibrancy of the city beautifully. The building, allowed for a graceful air to be added to the proceedings with high ceilings held up by wooden columns, large domed: doors and windows. Creating a perfect fusion of fashion, food and fun served in an elegant deconstructed manner. A calligrapher was also on hand, creating fancy personalised word art! A nice touch to slip into our goodie bag.

 

Womenswear

Next season womenswear sees an uplift in colour, relaxed fits and luxe fabrics. This is evident in the textiles used such as faux fur, chiffon, satin and velvet. Colour scheme wise there's a variety of cosmetic tones exhibited, from creams, blush pinks and caramel. Metallic moves on from gold and silver, expanding the colour spectrum with hues of rose golds, mint greens and rustic reds. Prints are kept to a minimal with slight touches here and there of leopard, pin stripes and an injection of floral, which is seen embroidered on bomber jackets, slip dresses and denim. 

amsterdam pressday, netherlands, holland, dutch, fashion, primark, new season, value,

Menswear

For autumn/ winter the focus falls on colour and technicality. Fabrics used are both functional and practical allowing for clean lines and classic shapes, given an modern update due to the slim fits and the contemporary textiles. Texture is evident in quilting across bags and jackets and pleating on joggers and denim. The overall colour scheme sees earthy tones come through on mossy greens, clay colours and sandy hues. Key items include the Borg lined trucker jacket which comes in corduroy and denim.

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Food

 Catering was provided by Sophie van Oyen, who described the menu as, "Exciting healthy, fresh food. I wanted the colours to fit with the collection and decor of the building." The menu was packed with an assortment of light bites and sweet treats such as waffles served with two toppings, either banana and maple cream or rose water poached rhubarb alongside crushed pistachio. The food wasn't just delectable it was also visually enticing with edible flowers prevalent throughout the menu. Sophie describes the reasoning for this as, "I think it gives a nice twist to the dishes and makes it look young, vibrant and colourful." All was washed down with an assortment of juices from classics such as freshly squeezed orange juice to the refreshing elderflower and cucumber.

 

amsterdam pressday, netherlands, holland, dutch, fashion, primark, new season, value,
amsterdam pressday, netherlands, holland, dutch, fashion, primark, new season, value,
amsterdam pressday, netherlands, holland, dutch, fashion, primark, new season, value,
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Author avatar

Jaiden James

STYLE EDITOR

June

27/2016

SHARE ARTICLE

amsterdam pressday, netherlands, holland, dutch, fashion, primark, new season, value,

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