Conceptbook Gespreksstof

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The future will bring us a lot: innovation, reconsideration but above all room for change. To be able to give a refreshing, diverse vision on fashion in the world of 2031 as well, thought has been given to innovative directions Amsterdam Fashion Week could take. With as result, this concept book you’re looking at called Gespreksstof. A concept that broadens the definition of fashion once again and gives it more meaning, but above all will create a unique identity for AFW as a fashion week.

Conceptbook

Gespreksstof


Preface.

What the future brings

The future will bring us a lot: innovation,

2

reconsideration but above all room for change. To

be able to give a refreshing, diverse vision on fashion

in the world of 2031 as well, thought has been given

to innovative directions Amsterdam Fashion Week

Table of content

could take. With as result, this concept book you’re

looking at called Gespreksstof. A concept that

broadens the definition of fashion once again and

3

- Preface P. 2-3

gives it more meaning, but above all will create a

- The change P. 4-5

unique identity for AFW as a fashion week.

- The brand P. 6-9

- Targetgroup P. 10-11

- Concept proposal P. 12-13

- The product P. 14-15

- Change to lead P. 16-17

- Benefits P. 18-19

- Reason to believe P. 20-21

- Strategy P. 22-23



The most important changes in the future that have their

influence on the brand.

Investment in well-being

Instead of growth

People are aiming for long-term change and want to

invest in their well-being and that of the environment.

They focus on quality and meaning over quantity. If

AFW doesn’t respond to this they will lose potential

visitors/buyers

Search for what is

meaningful:

Change.

4 To bring direction and focus into their lives, people

are constantly redefining what is important to them

and valuable in their eyes. The innovative perspective

of AFW on the definition of fashion can contribute

to this search for meaning.

5

Strive for environmental

change:

More and more people are aware of the condition of

our environment and feel the responsibility to strive

for change. To maintain relevance, AFW must also

take responsibility and be progressive by making

conscious choices.



AFW primarily

provides a platform

for talent, to

celebrate creativity

and support new

designers

- Dani Bles

6 7

Amsterdam Fashion Week

Amsterdam Fashion Week celebrates the Dutch

fashionscape with biannual runway shows,

presentations, podcasts and events. They give

talented creatives a year-round platform on which

their work is celebrated and recognized in the Dutch

fashionscape.

The brand



Brand dna.

Amsterdam Fashion Week

Vision:

We believe in expanding the

definition of fashion

Mission:

We showcase a diverse vision of the

world through fashion events and

bring different sectors of the

8

creative industry together

9

Values

Diversity: By bringing creatives from different

sectors of the creative industry together, AFW

showcases a diverse vision of fashion.

Redefining: The diverse vision of fashion that

AFW showcases, redefines and expands the

definition of fashion.

Support: By bringing together young and

established creatives to learn from each other,

AFW fulfills a supporting role in the creative

industry.



The Consciously

Incompetent

“It is important to consider

your path to fulfillment and

meaning. The more I have

started doing what I think is

important, the more I have

started living my own life and

the more confident I became. I

try to do good for our

environment, to act from

respect and empathy and I see

the world as a unit.”

The ‘Consciously

Incompetent’ is self-aware,

finds personal development

important and chases her

dreams and passions.

What keeps her busy is her

well-being, the well-being

of others and that of the

environment. She desires to

make more well-informed,

sustainable choices to

shape her lifestyle. Not

sure how to change her

patterns, she is willing to

take steps towards a more

conscious life. This is partly

because she doesn’t know

which processes are behind

products but moreover

because she feels the

pressure and expectations

of society to do everything

immediately right. She is

not tolerant towards herself

which makes the barriers

towards this new way of

living too high and the steps

too difficult.

10 11



Gespreksstof

“We must not forget the love and tolerance

towards our own learning process”

Values

Redefining: Gespreksstof redefines the

definition of fashion but moreover the

way we look and tolerate the learning

process towards a more conscious life.

Gespreksstof brings different disciplines

of the creative industry together (art,

fashion and design) and showcases their

process towards a more conscious

lifestyle to inspire, spread knowledge and

lower the thresholds towards this way of

life.

Reinventing: More and more people feel

the desire to make sustainable choices,

but do not really know how. The creatives

of the Gespreksstof edition are searching

for ways to live more consciously and take

the audience with them on this journey in

Gespreksstof.

Concept.

Proposal

12 13

Conversation: Gespreksstof invites

people to engage in conversation with

each other to learn from each other’s way

of thinking and be strengthened by it.



Product.

Gespreksstof is an annual edition with

different themes around conscious and

environmentally-friendly production

Documentary series

14 This documentary series follows creatives while they

create their work in a conscious and environmentallyfriendly

way . Their creation and production process

will be recorded in this documentary series which

Gespreksstof

consists of four editions which can be cornerstones

in the learning process of others towards a more

conscious lifestyle. The first edition of Gespreksstof

is about ‘Power of Local” in which we discuss

different raw materials that can already be found in

power of local

the Netherlands.

15

After Talk

These documentary episodes appeal to the

imagination, provoke discussion and elicit reactions.

Therefore Gespreksstof organizes After Talk after

each episode. This is a meet-up between creatives,

interested parties and experts to discuss the most

recent episode theme of the documentary series.

Fragments from the episode serve as a starting

point for discussion.



Be strengthened by

each other to make

an impact in their

own way

16 17

By showcasing the learning process of

creatives towards a more conscious life,

Gespreksstof creates more tolerance in the

target group. The ‘Consciously Incompetent’

can easily identify themselves in this process

which creates the opportunity to engage

in conversation with each other and be

strengthened by this to make an impact in

their own way.

The changeTo lead



Benefits.

18 19

Meaningful insight

Finding sustainable alternatives takes a lot of time

and requires in-depth research which often, forms

a barrier. Gespreksstof offers innovative insights

and knowledge to help you shape your sustainable

lifestyle.

True self-awareness through tolerance

Gespreksstof shows the learning process towards

this new way of life step by step so that viewers

can easily identify themselves in this process and

become more self-aware and tolerant of their own

journey.

Togetherness

Gespreksstof shows that more people are struggling

on their way to a more sustainable life ,and offers

the opportunity to discuss this together, provides

insights and support each other.



The reason to

believe

AFW wants to broaden

the definition of

fashion to create a

unique identity as a

fashion week. With

‘Gespreksstof’ AFW

can establish a unique

identity, give the

definition of fashion

more meaning and

maintain relevance by

setting an example

towards the entire

creative industry

to produce more

consciously.

20 21



Strategy.

Innovation strategy

In their pursuit of redefining fashion,

AFW will find a more nice group of

customers that will even become bigger

in the future. Instead of speaking to not

anyone in particular, the brand will have

a more meaningful message for people

who really want to listen. Its customer

base will be more loyal and devoted

allowing AFW to grow in making more

conscious choices.

22 23

Business model:

For the Gespreksstof editions, AFW uses the

Intermediary business model. AFW

participates as a intermediary between the

creatives and intrested/visitors and provides

them both knowledge and a change to fulfill

their desire to live more consciously. This

model also contributes to a good impact on

the environment.



THE CHANGE:

Derckx, J. (2018), “Verlangen naar minder” , Amsterdam: Ls

amsterdam

Baren, R. van (2020), “ Babyschaamte: mogen we nog wel

kinderen op deze wereld zetten?” , https://maatschapwij.nu/

blogs/babyschaamte-ethisch-dilemma/ 10-12-19’

Derckx, J. (2020), “ Mijn nieuwe definitie van duurzaam leven” ,

https://growthinkers.nl/medaille/ 15-03-20’

Bregman, R. (2020), Podcast-productie: “ Zo ziet een echte

mobilisatie tegen klimaatverandering eruit” , Correspondent, 22-

10-20’

BRAND:

Amsterdam Fashion Week. (2020), ‘AFW Sept 2020_Recap_v0’

24 25

Amsterdam Fashion Week (2021), ‘About us’ https://

amsterdamfashionweek.nl/about/ 15-01-21

Oliveri. L. (2020), ‘Amsterdam Fashion Week onthult het

complete programma voor AFW Studio voorjaarseditie’ https://

www.vogue.nl/fashion/fashion-nieuws/a30685586/afw-studioeditie-eerste-namen-talentenprogramma-amsterdam-fashionweek/

03-03-20

Fashionunited. (2019), ‘Wat is Amsterdam Fashion Week?’

https://fashionunited.nl/landing/amsterdam-fashion-week/ 10-

04-19

PROTOTYPE:

Ruhe. S. (2013), ‘Visserstruien’ Amsterdam: Forte uitgevers

NPO. (reg.) (2018), Tv-productie ‘Genaaid’, Hilversum: NPO 19-

12-18

Sources

BUSINESS

Sources for businessplan and innovation strategy are in the

businessplan document



Concept book Gespreksstof

Amstrerdam Fashion Week 2021

By Joelle Slootjes

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