‘There’s too much of Dutch fashion shown everywhere, but, alas, very little sold’ says Laura van Erkelens, founder of Fashion NL, an independent online and offline platform for promoting Dutch fashion.
A passionate champion of local talent van Erkelens is as committed to the Dutch fashion cause as they come. It all started during her student days at the Utrecht School of Visual Arts and Design when she worked on her graduation paper researching Dutch fashion identity and its perception internationally. Well, the conclusion of that research was not encouraging—the overall awareness of Dutch fashion was quite low. Ironically not only abroad but also in the Netherlands.
Here is Part II of the cover story that I wrote for the winter issue of the Access Magazine, The Hague based expatriate publication. This particular part examines various facets of Dutch fashion, its international positioning and outlook for the future
In 1993 when Dutch fashion was still something of an oxymoron Viktor Horsting and Rolf Snoeren, graduates of the Arnhem Academy of Art and Design, took the fashion world by storm having won the most prestigious International Fashion and Photography Competition in Hyères, France, known as “an observatory of trends as well as an international launching pad” for a career in fashion.
For the competition the Dutch designers created a collection of distorted dresses with exaggerated waist bands and ballooning skirts. And with this they swept three prizes.