“Chilled out and relaxed”, this was the overall statement from visitors and exhibitors at the Modefabriek trade show, which took place at the Amsterdam RAI from the 13th to 14th July.

Yvonne Alfter, Rundum Store, Bielefeld/Germany: “It is our first time at the Modefabriek, we usually go to Bread & Butter, but decided to go to a smaller tradeshow this time. We really like the relaxed atmosphere here and we already spotted some new brands for our assortment.” Leonie Zijlstra, KOI: “The summer editions are always much more relaxed, but we are still satisfied with the outcome of the fair. I have the feeling that there are less denim brands compared to the last edition. But I guess some of them just had logistical problems to build up a whole booth right after Bread & Butter.”

The four segments The Pavilion, The Frame, The Floor and The Square that were already introduced for the winter edition at the beginning of this year continued to be part of the show, as well as the usual platforms The Blueprint, Mint, Chapter and Next. Atelier do Sapato, Frontrow, Goldbergh, Pretty Ballerinas and Riverwoods were new brands at the Pavilion segment, andOnly & Sons and Garcia Jeans presented their collections at The Floor segment for the first time. The Blueprint area seemed smaller, due to the fact that some denim brands like Mustang, gsus industries and Garcia presented bigger booth installations at The Floor segment.

Next to a large number of Dutch brands, there were also newcomer brands from Turkey and Poland. Dominant trends for men and women for summer 2015 were sport inspired looks in black and white. Brands like Prim I AmZanerobeJoanna Startek or Sis by Spijkers & Spijkers made this pretty clear. Love for detail can be pointed out as another big trend, especially for denim. Upcoming French brand La Garconniere presented little denim folded sailor boats on the pockets of a denim short, the inside pockets of Amsterdam based denim brand Amsterdenim were showing the worldmap and Australian brand Zanerobe believes in denim with cuffs.

With the interactive exhibition Retail Future Home, which was also introduced for the first time last winter, Modefabriek continued to expand its framework program. The interactive exhibition with workshops, lectures, visualizations and taste experiences gave visitors an insight view of current developments in retail. The following are among those working on ‘The Philosophy of Home Grown’ during this summer edition: artist Claudy Jongstra, who dyes the wool of her own sheep using home-grown plants, designer Mark van Vorstenbos from the knitwear label Youasme Measyou, and Dynamic Foodshowroom from Arnhem.