Conversations with Founder Angelique Westerhof about the DFF?s latest project, Dutch Touch
November 14, 2005
| In 2005 and 2006 the Dutch Fashion Foundation (DFF) organizes the Dutch Touch campaign in two contemporary fashion centers of the world: Paris and New York. Dutch Touch presents a series of events featuring contemporary Dutch fashion and its interaction with other disciplines of modern design, such as 3-D, photography, graphic design and video art, and performances. Dutch Touch Paris's series of events and happenings, spanning from late April to early July, had great success. Dutch Touch Paris included a literally underground party/exhibit at the Louvre's metro station, showing of a new film attended by nearly 1000 people at the prestigious Galliera, Mus?e; e de la Mode de la Ville de Paris, live performance and interaction shows, live music, and of course runway shows and so many others to choose from? |
After Paris, in September the DFF Crew headed off to New York, as part of collaboration with Orange Alert, a full on cultural invasion of the Big Apple of all things Dutch. We caught up with Director of the Dutch Fashion Foundation, Angelique Westerhof to talk a bit about Dutch Touch New York
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 Q. What was it like to "touch" New York? Did they touch back? New York was a really interesting experience for us. We were very well received, In NY they take business very seriously. They had an idea about Dutch design, but not too much about Dutch Fashion Design. Our touch was showing them a different ways of looking at things, not nesecscarily entirely business or commercial oriented. We see design as an innovation, with a need to work together with other disciplines. New York touched back we learned so much there. Every step is taken so seriously there, because once something is seen in New York, it's seen worldwide. They are very organised and know how to reach out to the markets. You realise this when you open New York Magazine or style.com and see an article about Dutch Touch. These are magazine really read by people. I have to say that we were fortunate and honored to collaborate with such prestigous places, like the Diane von Furstenberg Gallery, and the Art Directors Club. |
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Q. When was Dutch Fashion Foundation founded ? The Dutch Fashion Foundation was founded in 2001 by myself. It took about a year to find the right collaborator for the foundation, and that was Mark Terberg, current Business Director. After five years of the creation of the masterclass at Fashion Institute Arnhem, it was strong enough and the right moment to begin with the Dutch Fashion Foundation. Like what the Flanders Fashion Institute to Hogeschool Antwerpen and the scene in Antwerp and Unit F is to Univ. Of Applied Arts Vienna and what's going on in Vienna, so exists the Dutch Fashion Foundation. We tried to organize it from the specific needs of Dutch Soil. The DFF is the sum of individual talent, it is very "fashion family oriented". In some ways, we are similar to ITS, but on a national level. We want to create a platform to help these designers get noticed and a head start in the business. We want to create the opportuntiy to make the jump toward their career. The goal is to set people free, giving them an economical level to sustain their creativity. Q. but it's interesting how this is done on a very collective level. Yes! There is little competition here at DFF among the network of designers. Everyone contributes something and has nicely found their niche. If you show people that they can add something different then there is no competition. And what's more, we all have to believe in this to make it grow. The sum of the individual talents makes the collective effort. Q. a whole is a sum of all its parts? We want to refocus on a collective career jump? |
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Q.and DFF today?
We create our existence by working with business partners. If we bring value we will continue to exist. We are studying how to bring creativity toward ecomnomic structures. We don't want to be the organisation that is always is need. This is part of our strength. If we bring value to this organisation then we go forward. XXXXX There are companies who sponsor bits and pieces. For Dutch Touch we received subsidies from the Dutch government. This was amazing for us because it means that the government recognizes the importance of the cultural value of fashion design and as a legitimate export, as we brought our "product" abroad to France and the United States. This is very postive.
Q. Can you give us a hint as to what's next?
Well the big statements have been made, and we will surely follow these up. We have brought Dutch Design to two important places in the world. We are now developing a catalogue. We would like to bring home what we have learned abroad, to Amsterdam International Fashion Week (late July). It will be a "Dutch Touch Homecoming". After many years of a sort of void, Dutch Fashion in on the rise. It's finally coming back, and being taken seriously. It is recognized by the media and business partners on an individual and collective level and as a discipline to be professional. The Dutch Fashion Foundation hopes that designers (of the foundation) themselves will develop contacts. By working closely together we can make one big step forward. We still have so much to do but we have the wind in our sails! www.dutchfashionfoundation.com |
