Atelier Reservé, the trailblazing duo of Amsterdam’s sustainable fashion scene, returned to Amsterdam Fashion Week for a third year in a row, showcasing their latest collection, “Essence of Circularity” powered by Fresh ’n Rebel. Creative director Alljan Moehamad and designer Deyrinio Fraenk, who have been innovating in circular fashion since 2016, highlighted their commitment to combating overconsumption by transforming waste materials into a colour palette that emphasised personal emotions and expressions.
“The philosophy of a circular mind embraces the idea that every action and decision should contribute to a continuous cycle of renewal and reuse, fostering a sustainable cycle where resources and benefits continually flow between both the provider and the receiver.” – Atelier Reservé
In the lavish Hotel de L’Europe, visitors were immersed in a two-way experience that emphasised core values of change and awareness. The ‘Renewal’ segment featured a meditative session led by soundscape artists, focusing on inner healing and recharging the audience’s energy. In the adjacent ‘Reuse’ space, the circular philosophy came to life as a chef performed a culinary presentation, working messily and intentionally spilling sauces on his outfit. These stains symbolised the technique of dyeing clothes with biodegradable waste products, turning a mundane mishap into a statement on sustainable fashion.
After the guests disappeared into one of the rooms, the collection revealed itself. True to the brand’s ethos, Atelier Reservé’s admiration for Japanese culture resurfaced in the choice of music and the use of Japanese workwear-inspired silhouettes. Spotted on a cropped white blouse were two screen-printed tattooed Kewpie dolls, whom gained a new wave of popularity in Japan and transmitted a sense of rebellion on the runway. This rebellious vibe prevailed in ensembles inspired by the 90’s grunge era, such as a patchwork checkered two-piece stained with bleach and pleated mid-length skirts in a dark indigo hue.
A standout feature of the show was the integration of Fresh ‘n Rebel’s Clam Ace headphones. Five one-of-a-kind Clam Ace headphones were customised by Atelier Reservé and used as accessories to compliment the collection. One of them a mat purple version of the headphones, worn as glasses with visors attached to them. Another, a silver bedazzled copy with denim wrapped around it. Another notable feature was the footwear which Reebok donated as supporting sponsor of the show, particularly the white Instapumps satisfied all the sneakerheads in the room.
Atelier Reservé’s expertise in denim was also evident on the runway, specifically in a long patchwork robe, a denim flower neckpiece, and bags that featured patchwork denim with wooden hangers as handles. A fuchsia-dyed denim loose-fit two-piece brought a pop of vibrant colour to the runway, and a denim dress with black oil stain finish, laced up from the sides, demonstrated the duo’s knack for innovative detailing.
“Essence of Circularity” was testament to the innovative spirit of both Atelier Reservé and their partner, Fresh ‘n Rebel. Each piece was dyed using waste materials, aligning with a dedication to forward-thinking design and vibrant colours. The show masterfully combined fashion and sound to create an immersive experience that captivated the audience. The duo’s ability to transform waste into wearable art, combined with cutting-edge technology and vibrant design, resulted in a show that not only impressed but also inspired. The “Essence of Circularity” collection is a powerful reminder of the potential of circular fashion to drive change and promote awareness in the industry.
Images by Merel Daantje via YOUNG / The Agency
