This September, Pinkorange returns to Amsterdam Fashion Week with a new immersive installation that, once again, brings nature, art, and fashion together, this time with an ode to the wind. Following their standout debut last year, the Dutch brand will transform their space into a tactile, multi-sensory environment that invites visitors to step inside their world. We spoke with Pinkorange about last year’s highlights, the evolution of their AFW partnership, and what visitors can expect from this year’s installation.
Last year’s Pinkorange event was one of the most sensorial experiences at AFW. Looking back at that edition, what are you most proud of?
Whenever we create a physical space for Pinkorange, I’m reminded how strongly the brand comes to life in a physical space. Our concept isn’t easy to capture online. Nature, art, and fashion are all equally important threads. As a brand, we draw inspiration from the natural world, we collaborate with artists, and the outcome is fashion. We do our best to tell that story online, but during AFW we were given the stage to let people actually experience it. Since we’re driven by the feeling of being in nature, and how that can spark creativity, we wanted to recreate that atmosphere as honestly as possible. The fact that people not only felt it, but kept telling us so throughout the evening, is what I’m most proud of.
How has the collaboration with Amsterdam Fashion Week evolved since your first presentation? What does it mean for the brand to have this platform?
It’s our biggest moment of the year, and something we look forward to for months. Each season our ideas grow bigger, and AFW is always eager to think along and help make them happen. For a young brand, having this platform means a lot. It allows us to share our story in a tangible way, entirely on our own terms.
Can you tell us how this year’s concept builds on, or differs from, what you did in 2024?
We’re continuing to build on the core of the brand. Nature is once again at the heart of it, and in collaboration with Rae Blooms we’re looking for the most inspiring ways to translate that feeling into the space. This season, as always, the work of the artist we’re collaborating with will take centre stage. And just like last year, we want to engage all the senses, offering an experience that’s rooted in nature, with art as the visual language.
This year, nature, art, and fashion come together again – this time with an ode to the wind. Can you tell us more about the concept behind this installation?
The artist we’re working with this season is inspired by the relationship between silence and wind. Movement is an essential part of his work, and we want to bring that into the physical space. The wind will be the thread running through the installation, and we’re exploring different ways to make it felt, both subtly and more directly.
Pinkorange traditionally works with artists in residence. How has the new collection taken shape through these collaborations?
The artist and their work are the starting point for our design process. We look at colours, materials, but also at who they are as a person – their way of thinking, their way of working. We ask about their hobbies, even their favourite clothing pieces. All of that feeds into the collection. It’s how we translate the artist into our work, sometimes subtly, sometimes in a more expressive way.
Will the public once again be able to experience the new collection in a tactile or interactive way, like last year?
Absolutely. It will be interactive again, and if everything comes together the way we hope, it’s going to go beyond all our expectations.
What do you hope visitors will feel or take away after experiencing the 2025 presentation?
I hope to quietly show people the beauty of nature, and how it can be a source of endless inspiration. I want it to leave an impression, to spark something in them. Above all, I want to create and share beautiful things, and I hope people will walk away feeling the same way.
Image by Pier van den Elsen