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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

SuperHeroes Take us to the Future of Fashion

20/03/2014
Advertising Agency
Amsterdam, Netherlands
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An online, interactive platform for the next generation of fashion designers

SuperHeroes Amsterdam has created a new online platform ‘The Future of Fashion is Now’ (www.futureoffashion.nl), a ‘dynamic intersection in the road to the future of fashion’. The site takes people on a trip around the most innovative fashion from designers all over the world, including Viktor&Rolf, Rejina Pyo and Hussein Chalayan.

A group of 14 renowned international scouts have scoured their native countries to find the ‘next big thing’ in fashion design. In addition, six international jury members, including Viktor&Rolf, Karin Swerink and Vassilis Zidianakis, have used their expertise to pick a designer each, to commission to create high-end fashion pieces. Their unique style will be unveiled at the ‘The Future of Fashion Is Now’ exhibition at the Museum Boijmans Van Beuningen during fall 2014 in ‘fashion city’ Rotterdam.

Unlike other fashion exhibitions, the Future of Fashion platform gives those interested in the culture of fashion, the space to share their thoughts with scouts, jury members and designers. Discussion topics will be released on the site ready for contribution before, during and after the exhibition, and will provide a digital mind map of fashion knowledge and opinion at the highest level, with room for continuous growth and expansion.  

Rogier Vijverberg, Creative Director and Founder of SuperHeroes, says: “We love projects that breathe new life into traditional ideas. This exhibition is the perfect example, allowing people an almost day-to-day insight in the design process and thinking of the selected talents, even before the exhibition opens. 

José Teunissen, jury member, fashion professor and Dutch fashion icon, says: “This project is the first that embraces this critical new generation of fashion designers. By taking a thematic approach, we will create a visual representation of where fashion is going, as a whole.”

Han Nefkens, jury member, fashion art activist and founder of the initiative Han Nefkens Fashion on the Edge, explains: “We’ve worked closely together with designers who question fashion in a global and interdisciplinary language. This exposition offers visitors the chance to explore the beating heart of fashion.”

Rather than being specific to this exhibition alone, the platform has been created in order to grow and develop as a continuous fashion discussion; rich with opinions of the future pioneers of fashion.


Link to the site: www.futureoffashion.nl

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