On Wednesday, 3 September, Amsterdam Fashion Week welcomed design studio RECONSTRUCT once again, this time unveiling a not-so-obvious collaboration with detergent brand Fleuril. At studio3000, a bold exploration of sustainability, colour, and material reinvention unfolded. Made entirely from overstock and pre-used fabrics, the collection transformed what was once discarded into a striking, all-red wardrobe that carried a raw, industrial energy across the runway.
As guests quietly waited in their seats, the vast space—bathed entirely in red light—fell into silence before breaking with the ring of a bell. The show opened in tension and anticipation as hues of red marched down the runway. Flowing cut-outs contrasted with structured corsets, while models carried fruit in hand, a watermelon, then red grapes, mirroring the tonal shifts in the collection. Accessories, shoes, lipstick, and even the smallest details were unified under a single, powerful colour.
The collection moved seamlessly between extremes: airy, voluminous dresses with asymmetrical hemlines and cut-outs sat alongside sharply tailored pieces that hugged the body like second skin. A leather skirt with exaggerated pleats was paired with a sheer silk blouse, while a polka-dot top met a skirt that appeared to fold into a bag at the front, challenging notions of utility and form. Bold, structured coats with oversized collars juxtaposed soft, flowing jumpsuits, and textured fabrics, from pleated organza to recycled satin, added depth to each look. Footwear ranged from sculptural heeled boots to minimalist flats, all in shades of red, reinforcing the monochromatic narrative.
Though the collective committed to a single colour as a literal red thread throughout the show, their experimentation with shape, fabric, and construction revealed a spectrum of versatility. “This collection is about freedom—freedom to design without constraints, to let go of existing shapes, and to see what re-used materials can become,” explains Laura Aanen, founder and designer at RECONSTRUCT.
As the finale approached, all models returned to the runway in a zig-zag formation before stepping away, leaving behind a sense of theatricality and purpose. With RECONSTRUCT x Fleuril, the message was clear: sustainable fashion doesn’t have to be muted. It can be daring, thoughtful, and, above all, visually arresting.
