AMSTERDAM FASHION INSTITUTE

presents DATUM:
SEP. 28

DEAR FASHION, \
NOV. 5
2021/2022

you are… you come from… you look… you are made of… you make me feel…
 TODAY
‣ CHECK IN | 15 MIN
‣ WORKSHOP THE GARMENT LETTER | 40 MIN.

‣ DEAR FASHION WEEK 2 | YOU COME FROM… | 15 MIN.

‣ BREAK | 15 MIN.

‣ WORKSHOP 1 | 30 MIN.
- In search in style…
‣ HOMEWORK | 10 MIN.
2.
WEEK
 TODAYIntention and goals

After today:

‣ You’re aware of the focus, goals and planning regarding to Dear Fashion
week 2
‣ You have insight into the relationship others have with their garments
based on the Garment Letter

2.
‣ You know how to investigate how your garment relates to
contemporary and historical styles and developments

WEEK
Now there’s already 1 week behind us,
what did you discover about your
relationship with clothing, doing the
(visual) CMI and writing the letter?

CHECK-IN
CHECK-IN 15
MIN.
Image: unknown
THE GARMENT LETTER Image: Viktor & Rolf
 How was it to write a letter to your
garment?

Would anyone dare to read out the letter?

THE GARMENT LETTER

 SHARE & CARE

‣ Make groups of 3 and exchange each

others letter and garment - in total 2x
‣ Individually read the letters and analyze
the garments of your fellow students
‣ Answer the questions of the next slide and
write the answers down

40
‣ When you’ve done this twice, discuss the
outcomes with your peers

MIN.
JIJ BENT..LETTER
THE GARMENT
1. Can you detract from the letter:
• what the relationship is between the student
and the garment?
• why the student has chosen this garment?
• what the student wants to know about this
garment?
• whether there are expected outcomes regarding
this research?

2. What is the tone of voice of the letter?

3. Can you identify any concrete research questions?

4. What could you conclude about the personal

relationship this student has with fashion?
40
MIN.
WEEK 2 15 MIN.

Image: Dapper Dan & Dapper Dan x Gucci

Who knows what we’re going to do?

WEEK 2
 THEME OF THE WEEK

This week you will examine your garment in

the context of contemporary trends and
developments in fashion and dress history.
You will also analyze your garment on the

2.
basis of iconic garments and style icons
that you encounter in this study.

WEEK
YOU COME FROM…
 THEME OF THE WEEK

Firstly, you will research the contemporary

context. A method for this is to go out on the
streets to look for the ‘equals’ of your garment.

2.
This results into the “Garment Exactitudes
Series”.

WEEK
YOU COME FROM…
Source: “Exactitudes” by Ari
Versluis & Elli Uyttenbroek
www.exactitudes.com
JIJ ZIET ERUIT ALS… 2.
WEEK
 THEME OF THE WEEK

In the same time you will map your garments

past trough desk- and fieldresearch. The
lessons this week will support you in this.

2.
This will result into the “Garment Tree”

WEEK
YOU COME FROM…
 THEME OF THE WEEK

Finally, you conclude this week with building

the Garment Community File.

This file consists of in-depth interviews with

2.
at least 3 di erent people who own a similar
garment.

WEEK
YOU COME FROM…
ff
WEEK 2 - GOALS
1. TO MAP THE STYLISTIC
AND ICONIC ORIGINS AND
EVOLUTION OF THE
GARMENT
 2.
TO EXPLORE DIFFERENT
RESEARCH METHODS
(VISUAL ANALYSIS,
LITERATURE RESEARCH,
OBSERVATION AND INTERVIEW
METHODS)
3. TO ANALYZE THE
TYPICAL FEATURES
OF A GARMENT AND
THE MEANING OF THOSE
FEATURES
 ATTEND

DEAR FASHION EXPERTS

‣ Sofie van den Hof
- Lecture on her personal fashion research with
focus on storytelling through clothing, clothing
references, symbolism and styling related to
time and place.

‣ Karime Salame Sainz

- Lecture about expanding your research
horizon and doing research from non-western
perspectives
 15 minutes

BREAK

2.
WEEK
 DEAR FASHION WORKSHOP

IN SEARCH OF STYLE 30
MIN.
 WHAT, HOW, GO

‣ Make teams of 4 people

‣ Per team you will receive a card with clues
‣ Each card contains a time & a place, the name of
an icon & a designer, and a theme / mood
‣ Use these clues to investigate which 20th

30
century fashion style they apply
‣ You have 30 minutes to investigate this together
with your team

MIN.
IN SEARCH OF STYLE!
 WHAT, HOW, GO
‣ Before you start, briefly discuss the research
strategy with your team: who? what? where?
how?
‣ Start by making a mind map: what are your own
first associations upon reading these words?
‣ Use the Internet (and the AMFI library!)

30
‣ Document your sources, write down the name
of the book / website / magazine / other source
you use
MIN.
IN SEARCH OF STYLE!
 WHAT, HOW, GO

‣ When you have figured out the style, look up

images that grasp the essence of it - make a
moodboard of those images.

‣ Plenary discuss the outcomes and reflect on:

30
- The strategy / approach
- The research questions
- The resource use
MIN.
IN SEARCH OF STYLE!
HOMEWORK

10
MIN.
 HOMEWORK
Prepare for workshop II

‣ GARMENT EXACTITUDES SERIES

‣ START AND COMPLETE HISTORICAL AND CONTEMPORARY

RESEARCH
Broad research into your Dear Fashion garment that you can take with you: e.g. new
and old garments, papers, books and other printed material
 The first step of the homework is to make a
mindmap of ‘typical’ features of your
garment.

Think of: form, colour, material,

meaning

What is the most typical and could be a

starting point of your research?

HISTORICAL AND CONTEMPORARY RESEARCH

 SUMMER
HIGH WAIST
ANDROGYNOUS
IKAT PRINT
LEAF MOTIF BERMUDA SHORTS
GOLD THREAD
PLEATED SHORTS
SILK
BOYISH
LILAC
MASCULINE
ASIAN INFLUENCES
STIFF
BOXY LOOSE
 HOMEWORK ASSIGNMENT 1

GARMENT EXACTITUDES SERIES Image: Vetements

 HOMEWORK ASSIGNMENT 1

For the Garment Tree you are going to map the

present of your garment. Therefore you also
need to do fieldresearch.

So, go outside and find in the streets the

‘exactitudes’ of your garment en make a series
of the pictures (6 at least)

GARMENT EXACTITUDES SERIES

 HOMEWORK ASSIGNMENT 2

HISTORICAL AND CONTEMPORARY RESEARCH Image: unknown

 HOMEWORK ASSIGNMENT 2

For the Garment Tree you are going to map the

history (far and recent) of your garment. This
means you are going to do desk research.

Assignment 2 is collect as much information as

possible: either analogue or digital. Texts and
images.

During the next workshop you’re going to make

the Garment Tree.

HISTORICAL AND CONTEMPORARY RESEARCH

 HOMEWORK ASSIGNMENT 2

Recent past: runway looks, trends, celebrities, stores,

social media…

Far past: how far in history can you find ‘descendants’

of your garment?

But as well: where can you find the garment in di erent

countries, parts of the world and cultures?

HISTORICAL AND CONTEMPORARY RESEARCH

ff
 HOMEWORK ASSIGNMENT 2

‣ Vertical examination: the development of the

garment over time
- Fashionpedia, (online) AMFI library, (digital) museum
archives, Bloomsbury Fashion Library database, etc.

‣ Examine horizontally: the status of the garment

at this moment in time
- use AMFI library, WGSN, Magazines, Vogue Runway,
Highsnobiety, Hypebeast, i-D, Dazed, Social Media,
etc. {See list brightspace}

HISTORICAL AND CONTEMPORARY RESEARCH

 HOMEWORK
Prepare for workshop II
‣ GARMENT EXACTITUDES SERIES

‣ START AND COMPLETE HISTORICAL AND CONTEMPORARY

RESEARCH
Broad research into your Dear Fashion garment that you can take with you: e.g. new
and old garments, papers, books and other printed material. Also take: scissors, paper
+ glue

Homework for workshop III (talk)

‣ COMPLETE HISTORICAL AND CONTEMPORARY RESEARCH AND

COMPLETE GARMENT TREE
DO YOU HAVE QUESTIONS?