MARTAN made waves as it kicked off Amsterdam Fashion Week’s 2024 edition, powered by Hyundai, at the Conscious Hotel Westerpark. The circular fashion brand introduced its much-anticipated SS25 collection ‘Tempest Tides’. Following their highly coveted debut at CPFW with its SS’25 collection, MARTAN chose to host today’s show outside of Amsterdam’s Conscious Hotel, seamlessly aligning with the brand’s vision of sustainability. Transforming the iconic Westergas building into a sailing castle, MARTAN continues to demonstrate the vision of sustainable fashion, proving that hotel linens and spinnakers can be transformed into must-have garments.
Upon arrival, guests were greeted by several white spinnakers fluttering in the wind. Atmospheric sounds evoked a sea storm, while intense bright lights mimicked a lightning storm. The setting was perfectly prepared for a voyage through the nautical-inspired collections of Diek Pothoven and Douwe de Boer, the rain being a welcoming element that brought the show to life.
‘Tempest Tides’ vividly reflected a maritime influence, with sharp, slightly curved lines that echoed the architectural frames of ships. Ropes intricately wrapped around the body, adhering to the structure of dresses and abstract tops, while triangular shapes, inspired by Genoa sails, spiralled around the waist and navigated through refined slits in the collection’s tailored designs. The colour palette was inspired by stormy skies, sea algae green tones, navigation lights and deep orange sundowns. These colours worked like vessels for the brand’s SS’25 theme. Just like in every MARTAN collection, looks changed tides as the show progressed. From the sway of nautical knots echoing the models’ movements on the catwalk, to the asymmetric designs capturing the unpredictability of the sea. Made of dead-stock spinnaker, the final asymmetrical all-red ensemble, tailored with a sharp and angular silhouette, was truly striking.
As the show neared its end, the music reached an intense climax. While the final three looks stood side by side on the catwalk, the Hyundai electric urban car “the INSTER” was revealed from beneath the white spinnaker. This moment highlighted how both brands celebrate their shared values of innovation, sustainability, and design. “Partnering with MARTAN is a natural extension of Hyundai’s commitment to a sustainable future,” said Laura Rathai, Marketing Director at Hyundai Motor Europe.
MARTAN possesses the talent to turn the ordinary into the extraordinary, reimagining everyday materials and repurposing them into high-end ready-to-wear pieces. This show took guests on a tempestuous voyage, leaving everyone with the impression that this collection embodies a transformative storm—a sure indication that MARTAN will continue to surprise us.
Words by Ines Lopes
Image by Merel Daantje via YOUNG / The Agency
