AMFI - Amsterdam Fashion Institute (English programme)

"But I also wanted to develop my analytical skills. At AMFI, I found what I was looking for: a program with both a creative and a commercial side." Ann now works as a content strategist at social marketing agency GoSpooky, focusing on societal and social trends.

The first year at AMFI was challenging. Ann: "I was young and had sky-high expectations of myself. At the same time, it was an amazing experience: I finally lived in Amsterdam, met all kinds of extraordinary people, and worked on exciting projects with my fellow students."

An inspiring guest lecture
Ann chose the Fashion & Branding specialization due to her interest in human behavior and how people relate to brands. During her second year at AMFI, she truly found her footing. She asked for feedback more often and learned from teachers how to view things differently. Guest lectures also played a formative role. "I remember a guest speaker, a fashion anthropologist, who talked about the relationship between fashion, identity, and culture. That was an eye-opener for me: I could connect my fascination with culture and human behavior to creativity and brand development. From that moment, I knew which direction I wanted to take."

Cultural insights and brand strategy
Ann found an internship that perfectly matched what she had learned so far. At advertising agency Fitzroy, she delved into the world of cultural insights and brand strategy. "I monitored societal shifts and examined what they meant for brands. What’s happening online? What’s trending at festivals or in the industry? How does that translate into strategic choices? I was thrown into the deep end but learned so much."

Speaking with the community, not to it
After her internship and a minor in Cultural Diversity at Willem de Kooning Academy, Ann began her final year with renewed energy. Her graduation project, inspired by streetwear brands deeply rooted in their communities, focused on interactive brand strategy and community engagement. "I don’t believe in a traditional sender-receiver model where a brand only sends information to its audience. If a brand wants to be relevant to our generation, it must speak with the community, not to it. It was an intense process where I had to figure out a lot on my own, but it shaped me further."

Creating relevance in a dynamic world
After graduating from AMFI, Ann returned to Fitzroy and now works as a content strategist at GoSpooky, collaborating with brands like HEMA and Andrélon. "This is where I truly belong. I combine my strategic background with the fast-paced digital world. Here, we don’t just manage brands’ socials; we also work on social-led campaigns, gaming, and digital activations." Every week, Ann delivers trend presentations for her team and clients. "I always look at societal and social shifts: what trends do I see around me, and how can brands remain relevant within that context?"