WINTER 2019 EXCHANGE WITH iNDiViDUALS BY AMFI

ABOUT iNDiViDUALS

iNDiViDUALS is an in-house fashion studio (previously known as the reality-school brand) by AMFI – Amsterdam Fashion Institute established in 2006. The studio is a collective of creative minds changing every season. iNDiViDUALS consults industry companies throughout all parts of their fashion businesses. This creates a continuing narrative, responding to the evolving zeitgeist. All tasks and responsibilities are run by Design, Branding, and Business & Development students. Fusing these three departments makes for the successful formula that is iNDiViDUALS.

OUR CONCEPT , COLLABORATION & FINAL EVENT

It is no secret that the fashion industry has a share in the excessive use of plastic. However, the way we look and what we wear does not need to be compromised by the impact it has on our environment. Packaging and plastic are found everywhere. So, we need to work towards a future that is as adaptable and functional as it is sustainable. Although future scenarios (Flood, Drought, Migration) may sound far away, the reality of global warming is beginning overtake us. With the Iconic collection inspired by overalls, Generation26 offers a solution to problems threatening people and the planet.

We challenged ourselves to make a change from a fashion perspective in an environment where we can all be found like the supermarket. Family run grocery store chain ‘Jumbo’ approached iNDiViDUALS to develop a sustainable bag that adapts to the future wearer’s needs. Our goal was to reduce the need of disposable bags. Together we gathered what these wants and needs are in each scenario, and how we can meet those needs through our design. For each future scenario we developed a bag prototype which our event guests could vote for. By showing a better alternative through an educational event, we believe a mindshift in consumption behavior is possible.