SHOW OFF-
branding, strategy & visual identity
Show Off-
Show off- is an alternative platform for Amsterdam FashionWeek.
Created as a much needed alternative, Show off- is a platform for multidisciplinary fashion shows.
Like a ‘contemporary punker’ the platform condemns and disrupts the fashion system of present-day.
Concept;
'The ‘Fashion Cycle’
The concept of Show Off- works in a ‘Fashion Cycle’; a system of 3 phases that unites creation, presentation and sales on one platform. With the aim to give the 'Next Generation’ a fitting stage to present themselves in their unconventional way and establish themselves financially successful.
The ‘Fashion Cycle’ works in the pace of the realistic creative process of the designers. The platform values the early stages of research, sketching and trials just as much as the final collection presentations. In addition, to complete the ’Fashion Cycle’, the platform offers the designers a logical (in Show Off-’s opinion) continuation towards the sales of their creations.
Show Off- establishes with the 'Fashion Cycle' a sustainable fashion future for the 'Next Generation'.
In this first phase Show Off- stimulates appreciation for the craftsmanship of the designers by showing their research and experimentation. The platform supports the belief that a collection does not need to be finished to intrigue the viewer. The process itself, towards the finalised products, is just as fascinating as the final fashion shows. Many of the collections are made by hand, and are small-scale productions, like a work of art in itself.
Phase 1 ‘Process is Art’
Artistry - Reality - Inspirationally
Phase 2 ‘Fashion is Collective’
Experience - Experiment - Engagement
Show Off- encourages the 'Next Generation’ to leave the conventional catwalk shows behind and showcase their experiments in ‘off-catwalk’ presentations. These ‘off-catwalk’ presentations and multidisciplinary collaborations create a new and multifaceted experience. An experience that moves the visitors emotionally, raises awareness or gives new insights. The presentations are in the form of performances, theatre, music gigs, movies, photo exhibitions or installations.
Show Off-’s ‘Made to order is Main’ way of selling is inspired by crowdfunding, making a consumer not just a buyer but an investor.
Many fashion platforms stop - or only start -at the sales of the final collection of the designers. Show Off- is all inclusive and views sales as a logical part of the entire process. Sales may be seen as the final step, however, Show Off- realizes that sales is also the first step for the designers to create their next collection.
With the ‘Made to order is Main’ approach, Show Off- gives the designers the opportunity to only produce the by customer placed orders. In this way, customers become investors, giving the designers financial security and eliminate over-production.
Phase 3 ‘Made to order is Main’
Sales - Support - Sustainability
Show Off-
pdf manual
This manual contains the entire project. It shows the branding, visual identity, strategy and concept I created for Amsterdam FashionWeek's alternative platform; Show Off-.
Flip through it, read it, consume it!
Credits
concept proposal, branding, art direction & set design:
Nikè Zuilhof
photography:
Bram Spaan
many thanks to:
Amsterdam Fashion Institute, Iris Ruisch (Creative Director Amsterdam FashionWeek), Peter Leferink (Curator and Board Member Amsterdam FashionWeek), Roos Mulder (Off-Schedule Amsterdam FashionWeek), Phillip Schuller (Schuller&deWaal), Bregje Lampe (Fashion Journalist), Alexandra Frida, Aike Buiting, Tijme Veldt, Esther Haamke, David Laport, Judith van Vliet, Anne van den Boogaard, Malou van den Broek (Lola+Lou), Maurice Seleky (Creative Agency Novel), Sophie van der Heijden (Communications FOAM), Marlies Buurman (Curator WOW Amsterdam), Fleur van Maarschalkerwaard (Studio Ultradeluxe), Naomi Damwijk and Marion de Zanger.