Mercedes-Benz FashionWeek Amsterdam announces plans for 26th edition

26th edition beams (young) talent from the Netherlands and Flanders

Today, Mercedes-Benz FashionWeek Amsterdam unveiled plans for the 26th edition in Amsterdam's Pulitzer Hotel. The fashion event will run from Thursday 26 January through Sunday 29 January 2017 in and around the Westergasfabriek in Amsterdam. ‘Imagine’ is the theme that will run through opening night, which will be explored by Future Generation, an ongoing platform by Amsterdam FashionWeek for new talent. The kickoff also saw the launch of revamped online platform and the announcement that TMG and Mercedes-Benz have extended the sponsorship agreement for Amsterdam FashionWeek, again securing Mercedes-Benz for 2017 as the main sponsor of the largest fashion event in Benelux.


Both Dutch and Belgian designers will show their latest collections as part of the event, including Global Denim Award winner Anbasja Blanken, Tess van Zalinge and Edwin Oudshoorn. Mercedes-Benz FashionWeek Amsterdam will close with a runway show from Liselore Frowijn, one of the Netherlands' latest international stars. Not only will there be runway shows from the southerly neighbours, but Dutch and Flemish designers and filmmakers will also be paired up for a talent development project in collaboration with MoMu (ModeMuseum Antwerp), FASHIONCLASH and the Brakke Grond entitled Act! Cut! Play!.

"I'm so proud of the fact that our two major pillars will be strengthened with this edition: on the one hand, the important range of young Dutch talent, including last year's major award winners, and on the other a high-quality selection of Flemish talent and collaborations with leading Flemish partners," said Creative Director Iris Ruisch. 


Opening night: Future Generation
With Future Generation, Mercedes-Benz FashionWeek Amsterdam is constantly in search of future perspectives on our society and the phenomenon of fashion, all under the inspirational leadership of art director and producer Peter Leferink.

This edition will take on an Imagine theme. Opening night, featuring Future Generation, will include the introduction of new design duo MARTAN (Luuk Kuijf and Diek Pothoven). They will create their first collaborative collection based on the philosophies of the Baha'i temple, in which all religions are welcome. Then the four trailblazers of the Das Leben am Haverkamp collective will put their personal vision on display. The final show of the opening night will present the future as a blank slate. For The Painting, nine designers have been tasked with creating three looks in all-white, the colour of belief, hope and love. These nine designers will each take their own, highly personal approach to filling in this blank page, then come together to close the evening with a Dutch masterpiece, all in white.
The online platform,, was launched today, alongside the first programme elements of Mercedes-Benz FashionWeek Amsterdam. The last few months saw the transformation of from a website devoted solely to the event itself into a platform where every fashion lover can go to find the latest news, background articles, interviews and reports coming out of Benelux.

About Mercedes-Benz FashionWeek Amsterdam
Mercedes-Benz FashionWeek Amsterdam is part of TMG. The 26th edition will run from 26 to 29 January 2017 in and around the Westergasfabriek in Amsterdam. Online fashion platform currently features more information about the programme.






Charlotte Landman
Lot of Brands
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