Why the New Season of The Fashion Museum Matters

Fashion Data- The Temporary Fashion Museum Rotterdam. Photography by Pieter Symon for World of Lola.

The Netherlands is home to a number of impressive fashion designers and innovators- think Iris van Herpen, Jan Taminiau, Anouk Wipprecht and internationally renown Trend Watcher Lidewij Edelkoort – and young talents like Nikki Duijst and Aziz Bekkaoui. Although its fashion industry is relatively small and fresh, it is developing in a fast pace and has caught the attention of a broad audience. And what better city to house its first fashion museum than Rotterdam- a city that thrives on its progressive creative scene with artistic incentives in abundance!

Opening its doors last year, the Temporary Fashion Museum celebrated its second season on Friday with a spectacular four-hour event, as part of the Art Rotterdam Week. Guus Beumer, director of the institute, opened the night with a speech on the new fashion season, followed by a panel talk show on the future of fashion and today’s industry values- with sustainability as the leading term for the future. The night was packed with several activities, installations and displays. There was beautiful fashion all around and DJ’s translated the vibe of the event in the foyer, where crowds gathered to reflect and enjoy a fancy drink.

Fashion Data leaves a huge impression. It is one thing to read about the devastating effects of Fast Fashion on humanity and the environment, it is another to experience it up close, by walking through a hall with meters  and meters of piled industry waste and walls exhibiting gruesome facts and numbers of Fast Fashion practice. The ultimate highlight of the night was Hacked – the installation of Alexander van Slobbe’s progressive joint label with Francisco van Benthum, showcasing the overstock in fast fashion. The entire collection displayed is made out of HM and Zara’s rest clothing of which van Slobbe says “We take back what Fast Fashion stole from us, whilst creating a sustainable solution for the waste the industry creates.” The collection with a high wear-ability-level is sold online and through pop-up stores, with prices ranging under a hundred euro’s. Van Slobbe is a critically acclaimed Dutch designer who made international furore in the 90s with his minimalistic conceptual designs, heralding a new era in Dutch fashion design.

The night was an absolute success, with solid symbiosis between the installations and the collections, amplifying a unified message of sustainability and why a focus on stronger industry values matters for the future. With a ton of new fascinating lectures, workshops and exhibitions lined up for the year, the second season of the Temporary Fashion Museum is at a promising start. Full Image impression to be followed, stay tuned!