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Reality School

AMFI's unique selling point


Founded in 2006, iNDiViDUALS is AMFI's design-driven fashion label. Third and fourth-year students from each of three graduation specialisations work together for six months on designing, producing a collection which is communicated and marketed in collaboration with the fashion industry. Each collection is presented to the outside world and sold at selected stores in the Netherlands. iNDiViDUALS is a unique minor, no other Fashion Education programme anywhere offers this experience.

Minor Fashion & Editorial Branding

In this minor students work together to come up with and launch new fashion media brands. Students create everything: from concepts to the production of content – using writing, photo styling and art direction to translate a topic to multiple media channels. This excellence minor introduces students to every aspect of the publishing business; from brainstorming to production; from design to publication; from website to launch event. In the second half of the programme students become part of one of the newly created companies and work to share this new fashion media brand with the world. All products made are required to stand the test of the professional world of fashion publishing.

Fashion & Visual Culture

In the first phase of this minor students create new fashion photos based on inspiration by their favourite designer. In the next phase, students learn to make short fashion films. These films take as their inspiration young Dutch designers. At the end of the minor the photos will be exhibited in the byAMFI Statement Store and the films will be shown in Bioscoop Het Ketelhuis.

Fashion & Denim 

This 20-week minor programme offers third and fourth-year students from Design, Management and Branding the ability to focus on the world of denim. Bridging education and business, the activities build skills in craftsmanship as well as an understanding of innovation in the industry. Students should have a real interest in and passion for denim. They should see themselves progressing to work in denim development in the industry.

byAMFI Statement Store

byAMFI is the Statement Store of Amsterdam Fashion Institute. It offers a platform to showcase the beautiful work that is made by our students, teachers and alumni. A team of second year students from all three departments designs inspiring concepts for the interior and organises events.

byAMFI is literally AMFI’s shop window in the heart of Amsterdam city centre and a place favourably visited by professionals and fashion lovers from the creative and commercial industry.


Published by  Faculty of Digital Media and Creative Industries 13 September 2017