THE FASHIONISTS
art direction & visual identity
The Fashionists
This campaign video was created as a concept proposal for Amsterdam FashionWeek.
Extensive research showed that Amsterdam Fashion Week had an image problem. Rather than trying to convince the public of an alternative image, this proposal for the next event campaign video takes a light-hearted approach. By playing around with this (negative) image, Amsterdam Fashion Week could make it their own, creating a new narrative and showing the identity of platform in a new light.
The objective
The objective being, to bring awareness (to the viewer) of unsubstantiated and ridiculous assumptions while enabling Amsterdam Fashion Week with a light-hearted image in an atypical way that is calm, humorous and cultured.
Concept;
'The ‘Fashionists’
Inspired by David Attenborough’s famous wildlife documentaries, I wanted to make a semi doco-inspired editorial video campaign. With a big wink I respectfully portrayed fashion industry professionals: ‘The Stylist’, ‘The Blogger’ and ‘The Journalist’ as caricatures from the public’s perspective. Toying with the seemingly common idea that the fashion industry is full of empty headed people, who take themselves too seriously.
The goal
Ultimately, the campaign aims to create an image of Amsterdam Fashion Week with more personality and depth, that will will be appreciated by a larger and wider audience than fashion industry insiders alone. The rebranding of Amsterdam Fashion Week’s negative image was in all means necessary, in order to establish success of Amsterdam Fashion Week’s future biannual public events.
Credits
concept proposal, art direction, script&styling:
Nikè Zuilhof
actors
influencer: Richelle van Norden / journalist: Tanja Heijntjes / stylist: Bart Leenders
video maker:
Joe Finch Meijer
editing:
Ruben Wiegerinck
mua:
Noa Thijssen & Tess Graumans
many thanks to:
Iris Ruisch (Creative Director Amsterdam FashionWeek), Peter Leferink (Curator&Board Member Amsterdam Fashion Week), Bregje Lampe (Fashion Journalist), Rashid Naas (Fashion Council), Sivan Breemhaar (Afriek), Anna Spierings (INE & SANNE), Pieter Eliens (Stylist), HAY Amsterdam, Marrie de Priester and Rosanne Heijligers.