By I. Hansana, Jadetimes News
Amsterdam Fashion Academy and UNIQLO Netherlands Partner to Showcase Upcycled Student Designs
In a unique collaboration with UNIQLO Netherlands, four student groups from the Amsterdam Fashion Academy have taken over the window display at UNIQLO's flagship store in Amsterdam. Starting Tuesday, June 11, and continuing for the next month, the store’s Rokin storefront and shop floor will feature the winning designs created by first year Bachelor of Arts with Honors Fashion Design students from the Amsterdam Fashion Academy.
These groups were selected through a rigorous selection process by UNIQLO Netherlands to display their innovative creations. The winning designs reflect each student’s creativity, vision, and technical process, drawing inspiration from UNIQLO’s LifeWear philosophy, Japanese DNA, and the Spring Summer theme “Ease into Lightness.” Over three months, the students upcycled defective and damaged UNIQLO items into new garments, overcoming material and technical challenges to create unique pieces that push the boundaries of traditional fashion.
Programme Leader Adele Parker of the BA Hons Fashion Design programme expressed pride in the student's achievements. "The results showcase what’s possible when we think beyond limitations. Our students represent the future of fashion, and their designs are a glimpse into a world of possibility," Parker said.
The upcycled designs embody the shared values of UNIQLO and the Academy, challenging conventional fashion norms and inspiring individual expression. Each garment is crafted with attention to detail, quality, and functionality, demonstrating the potential of upcycling in fashion.
Carlotta Minderhout, Brand Manager of UNIQLO Benelux, emphasized the importance of circular fashion practices. "UNIQLO Netherlands is proud to foster circular fashion practices with the Amsterdam Fashion Academy. This project not only gives preloved items a second life but also promotes the durability and reparability of LifeWear clothing, a core pillar of UNIQLO’s philosophy," Minderhout stated.
The collaboration between UNIQLO Netherlands and the Amsterdam Fashion Academy highlights the innovative potential of upcycling. Petra van der Molen, Marketing & Talent Acquisition Director at the Academy, remarked, "This contest is the first of many collaborations with UNIQLO Netherlands. Their commitment to quality, individuality, and sustainability complements our mission to nurture unique, visionary talent."
Through this partnership, UNIQLO Netherlands and the Amsterdam Fashion Academy aim to support new talent and bring upcycling fashion to a global audience. Projects like this provide a platform to promote their shared values and demonstrate the global potential of fashion recycling.
About Amsterdam Fashion Academy
The Amsterdam Fashion Academy is a private international fashion university offering university level Bachelor’s degrees with Honors in Fashion Design and Fashion Business & Innovation, accredited by Buckinghamshire New University in England. The Academy is known for its small scale, student centered learning environment, providing personalized and supportive education. Acquired by Luiss Business School in 2020, the Academy is part of Luiss University, a prestigious private institution affiliated with Confindustria, Italy’s largest employer's organization.
About UNIQLO LifeWear
UNIQLO’s LifeWear represents Japanese values of simplicity, quality, and longevity. Designed to be timeless and modern, LifeWear clothing serves as the foundation of personal style. With continuous innovation, LifeWear aims to provide warmth, lightness, better design, and comfort to people’s lives.
About UNIQLO and Fast Retailing
UNIQLO is the largest brand of Fast Retailing Co., Ltd., a leading Japanese retail holding company headquartered in Tokyo. Fast Retailing operates several brands, including GU, Theory, PLST, Comptoir des Cotonniers, Princesse tam.tam, J Brand, and Helmut Lang. With global sales of approximately 2.77 trillion yen (US $18.92 billion) for the fiscal year ending August 31, 2023, Fast Retailing is one of the world’s largest apparel retailers. UNIQLO continues to expand globally, with over 2,400 stores worldwide, reinforcing its status as a leading global brand. Fast Retailing is dedicated to creating clothing with unique value to enhance lives globally, as reflected in its corporate statement of changing clothes, changing conventional wisdom, and changing the world