Fashion Show - We Fashion AFW 2025

Fashion show created for clothing brand ‘We Fashion’ in collaboration with film director Halina Reijn.

Background: For Amsterdam Fashion Week 2025, ‘We Fashion’ teamed up with Dutch director Halina Reijn to conceptualise a fashion show that would highlight their new looks and make a comment on fashions ability enable self expression.

Brief: Create a 10 minute fashion show using handmade sketches from director Halina Reijn. The key element of the brief was to take simple IPad drawings and transform them into a multimedia show.

Approach: The key challenge for the show was converting these still drawings into ever moving animations. The approach was to combine simple animation styles with forward thinking lighting.

Animation: Halina Reijn’s sketches were animated to feel like they were being hand drawn right there during the show, adding a key human touch. This was combined with collages that made the show feel like you were looking into the sketch book of the fashion designers who made the outfits, allowing the audience to see the process behind the outfits on display. Finally, to make best use of the projection surface and add a new media art twist to the show, I created fake spotlights within the animations that moved and panned around the space, creating a dynamic environment for the fashion show.