On Wednesday September 3rd, design studio RECONSTRUCT and detergent brand Fleuril will present an exclusive collection made from repurposed materials, to be showcased during a special show at Amsterdam Fashion Week (AFW). The show will take place at 15:30 at studio3000 in Amsterdam-Noord and by invitation only.
This collaboration is a bold tribute to sustainable design and innovation in fashion. The collection, crafted from overstock and pre-used materials, reflects Fleuril’s core philosophy: making the most out of the wardrobe you already own. Expect a raw, industrial, and minimalist atmosphere, with red as a powerful visual thread throughout. This showcase marks the first time a detergent brand and design studio co-launch a collection during AFW. Fleuril previously initiated similar collaborations in other cities including London, Copenhagen, and Berlin.
“We’re delighted that RECONSTRUCT is designing this collection for us. At Fleuril, our Rethink New strategy is key: we want to inspire consumers to care for their clothes longer. To shop more consciously. Fleuril revitalises colours, renews fibres, and leaves your clothes looking as good as new and smelling fresh too,” says Alexa van der Helm-Nühn, Brand Manager at Fleuril.
Known for its experimental and sustainable approach, RECONSTRUCT deconstructs the traditional fashion system to rebuild it through a distinct visual language.
“For us, it’s about the freedom to design without constraints whilst letting go of existing shapes and structures. With this collection, we want to demonstrate how re-used materials can be transformed into something entirely new and deeply personal,” says Laura Aanen, founder and designer at RECONSTRUCT.
The partnership is not only groundbreaking but also aligns with Amsterdam Fashion Week’s broader commitment to sustainability. This season, AFW launched a partnership with Copenhagen Fashion Week, adopting their Sustainability Requirements framework into its selection process.
“We’re proud to provide a platform for brands like RECONSTRUCT and Fleuril. Sustainability is one of AFW’s core values, and collaborations like this are exactly the kind of progress the fashion industry needs. It’s a meaningful step towards a future-proof fashion week,” says Danie Bles, CEO of Amsterdam Fashion Week.
The show’s models will be styled by the expert teams of Session Label by Schwarzkopf Professional and M·A·C Cosmetics.
About RECONSTRUCT
RECONSTRUCT is a forward-thinking design studio creating made-to-measure pieces from deadstock, upcycled, and pre-used materials. Known for its bold aesthetics and commitment to self-expression, the studio blends deconstruction with sustainability. From its creative hub, RECONSTRUCT challenges existing structures in fashion, carving out space for innovation, inclusivity, and personal storytelling.
About Fleuril
Established in 1954, Fleuril is a detergent brand tailored to fashion-conscious consumers who want their clothes to stay beautiful for longer. With its Rethink New strategy, Fleuril champions conscious clothing consumption: renew what you have instead of always purchasing again. Its advanced formulas protect colours and care for fibres, helping to extend the lifespan of garments for a wardrobe that always looks and feels new. New? No, washed with Fleuril!
About Amsterdam Fashion Week
Amsterdam Fashion Week (AFW) is an annual event that celebrates fashion through a myriad of expressions including runway shows, presentations and events. Amsterdam Fashion Week embraces young talent as well as established designers and brands, both physically and virtually on www.amsterdamfashionweek.nl. This platform offers an insight into the (Dutch) fashion industry through interviews, show reports and news articles, but also covers creative disciplines that frequently intertwine with fashion. Be it beauty, art, or interior design. This year’s edition takes place from 30 August to 4 September at a variety of locations throughout Amsterdam, with a strong focus on sustainability through its partnership with Copenhagen Fashion Week.
