Footage by Thomas Waaijenberg & Joachim Spruijt (Very Rare Agency)

Re-launching Amsterdam based brand iNDiViDUALS as a blueprint for sustainable fashion by staging a fake event. Doing away with a guest list, free drinks, VIPS and the ubiquitous after party - we highlighted the banality of fashion events most people attend remembering the ‘packaging’ rather than the product itself. By generating online hype, we proved that a fashion party doesn’t need to take place in order to showcase a product.

              Hype generated by footage shared via airdrop, social media and posters around the city, made the event ‘invite’ much sought after by Amsterdam’s fashion scene - resulting in a fear of missing out, even though the majority didn’t understand what it was they missed out on. The experiment made the front page of a Dutch national newspaper. Read it here

 (DUTCH ONLY)

CONTRIBUTORS

STORYBOARD SAHAR EL-SALMAWY VIDEOGRAPHY THOMAS WAAIJENBERG, JOACHIM SPRUIJT (VERY RARE AGENCY EDITING NILOFAR ATTAHI, VOLKAN BAYSAN FILM PRODUCTION ROBIN SIEWE, EVA TRUM PRODUCT BRANDING GIJS VEENING GRAPHIC DESIGN BAO-LOC TRUONG LOOKBOOK LOLA VOGELS STYLING ISABELLE RENZENBRINK PUBLIC RELATIONS ISABELLE RENZENBRINK, MAARTJE CLAES GARMENT PRODUCTION BEAU BARTELS, EMILIJA BERTASIUTE, FEMKE CASTERMANS, FIONA MATSUMOTO, GINTARE BARKUTE, LIZ ISRAEL, LUNA NILLESEN, MAUD VAN DER MEIJ, NANIKO GMIADASCHVILI, TESSA PAVIC DESIGN VIYANTI CHEONG, KIM VAN DEN BRULE, SAFIERA LIAO, EEPRIL VAN ‘T VEEN, LUISA BLECHSCHMIDT, ASHER COADY, NEZA PRAPROTNIK