This Amsterdam Fashion Week, The Collectives marks a new chapter with the official launch of its digital platform. Having explored circular fashion, craftsmanship and innovation through a series of presentations at recent editions of AFW, the Amsterdam-based concept now introduces a new way to experience fashion through curated designer wardrobes, personal styling and community. The milestone will be celebrated with an exclusive launch event in collaboration with contemporary essentials brand Lou Lilly.
About The Collectives
Founded by stylist and fashion curator Aarti O’ Varma, The Collectives offers an alternative to traditional fashion consumption. Rather than encouraging endless shopping, the platform gives members access to a carefully curated wardrobe of designer pieces through memberships and one-time rentals, complemented by personal styling, wardrobe guidance and sourcing. Drawing on more than fifteen years of experience in luxury fashion and wardrobe curation, Aarti developed the concept around a simple philosophy: women do not need more clothes, but the right wardrobe. Alongside access to fashion, The Collectives also fosters a growing community through exclusive events, collaborations and opportunities to discover inspiring brands.
About Lou Lilly
Joining The Collectives for its launch is Lou Lilly, a contemporary essentials label built around the idea that comfort and confidence should go hand in hand. Designed to move effortlessly through every part of the day, the collection combines supportive silhouettes with elevated everyday essentials. Inspired by the balance between strength and softness, Lou Lilly creates versatile pieces designed to become the foundation of a considered wardrobe.
An exclusive launch during Amsterdam Fashion Week
The invitation-only launch takes place on Tuesday 1 September at The Collectives in Amsterdam, where guests will come together to curate their Amsterdam Fashion Week wardrobe while celebrating the platform’s official debut. The event marks the latest chapter in The Collectives’ ongoing presence at Amsterdam Fashion Week. Previous editions have seen the platform present collaborations including a circular fashion showcase with DENHAM, an AI-powered showroom experience with StyleAI and Between Here and Home, each exploring new ways of engaging with fashion beyond the traditional runway. This year, the focus shifts to the future of personal wardrobes, bringing together curated access, styling expertise and community in one platform.
The Collectives’ exclusive launch event will take place on Tuesday, 1 September at 1 PM at The Collectives, Elandsstraat 111, Amsterdam. Attendance is by invitation only. Following the launch, the showroom will open to the public from 3–5 September, from 12 PM to 6 PM, offering visitors the opportunity to discover the collections up close and rent items from both The Collectives and Lou Lilly.