So a week before Amsterdam Fashion Week has begun, the team of FRANK sent me an e-mail that I was invited for their new 'luxury brand'. I was very excited, because of their lay-out. It looked a bit like Viktor & Rolf, so I expected a lot of this brand.
But when the first models came on the runway, I though was at the show of H&M. It looked way too casual for a luxury brand. And they didn't picked the right fabric for some clothing pieces, because the fit was awful at some dresses. And first I thought the print of some fabrics looked great, but when I saw it at the scarf they gave us in the goodie bags, i almost threw it away.
Then the bridal gown came. And the screen went yellow and had the logo of Zeeman (click here) on it, the question marks on my forehead grew. Why is the quality so bad? Why is Zeeman on the screen? Why do they call this a luxury brand? They made it clear after the show. They gave us a letter where they said that it was a stunt. And the message of the stunt was: Luxury doesn't have to cost a lot of money...................
Anyway, the idea of this stun was very creative, but when you are giving people high expectations, you should surprise them with those high expectations. I mean I was way more surprised as the collection actually LOOKED like a luxury-line. Quality is very important of a luxury brand, it needs the right fit, a perfect shape and the luxury materials. Ok the fabric was from Brazil, but it looked like H&M class and that's not a luxury brand. You can make luxury cheaper, but keep it how luxury brands should be. But I'm not saying that all the clothes looked bad! I think I can see a lot of housewives in it...
But I have to say, the models were the best in the whole Fashionweek!
It was a great and creative idea, but the quality was disappointed. I cannot call this real luxury.
Photographer: Chloe Sterk
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