In a stunning conclusion to this year’s Amsterdam Fashion Week, Johnny Blood made its much-anticipated debut, closing the event with the launch of its latest collection, ‘Ephemeral.’ The show took place in the basement of the iconic, now-closed nightclub De School, an ideal setting that perfectly mirrored the brand’s unique blend of raw underground energy and poetic elegance.
Founded by two sisters with deep roots in both fashion and music, Johnny Blood is an Amsterdam-based brand that channels the spirit of the underground scene into its ethical, unisex collections. The brand is dedicated to fostering free expression and personal growth through fashion, with a focus on creative direction that bridges the worlds of fashion and nightlife. This duality of influence was on full display in ‘Ephemeral,’ a collection that drew inspiration from the nocturnal muses and fleeting visions of the nightlife.
From intricately layered transparent ensembles and cobweb floor-length knits; the first looks exclusively in white showcased the diverse use of materials and the level of craftsmanship needed to assemble one-colour looks that all impressed in its own unique way. The use of stock fabric and local production processes not only underscored the brand’s dedication to ethical fashion but also brought a tangible authenticity to the collection. ‘Ephemeral’ masterfully weaved together contrasting elements, balancing edgy, bondage-inspired details with soft, flowing silhouettes. The juxtaposition of a delicate silk veil with cargo pants and a latex bodice exemplified Johnny Blood’s ability to merge seemingly disparate elements into a cohesive, powerful narrative.
The debut of ‘Ephemeral’ was further enriched by collaborations with several artists and designers. Jewellery designer Marguerite Bones contributed pieces that fused geometric and minimalist aesthetics, while UNTITLED Rubber, a latex fashion label, added unique latex items to the collection. Artist Daan Kneppers created minimal hair art pieces, and Bregje Sliepenbeek’s metal chain totems provided a striking contrast in the basement’s decor, adding an elegant touch to the raw, underground setting.
Enhancing the collection’s connection to its underground roots, Johnny Blood collaborated with renowned electronic music producer and performer Lucy (Luca Mortellaro), a former resident DJ of De School. Lucy’s deep bass-driven techno soundtrack was an essential element of the show, reinvigorating the legendary atmosphere of the club. The music was an integral part of the experience, immersing the audience in the raw energy and vibe that inspired the collection.
In a nod to De School’s legacy, the show adhered to a zero picture policy, reinforcing the idea that some experiences are best captured by the mind rather than a lens. Guests were reminded of this upon arrival, with their cameras stickered to preserve the integrity of the moment. This approach allowed the audience to fully engage with the show, free from distractions, and deeply connected to the experience.
With ‘Ephemeral,’ Johnny Blood has firmly established itself as a brand to watch, blending creativity, sustainability, and the raw energy of the underground into a compelling fashion narrative.
Cover image by Valentine Bouquet
Runway images by Lonneke van der Palen
