Fashion Brand Individuals

Fashion brand Individuals is created by students at the Amsterdam Fashion Institute

What makes a fashion brand really relevant today?
In a time when fast fashion and mass production dominate the market, creativity, sustainability and social commitment are more important than ever. The brand Individuals – created within the walls of the Amsterdam Fashion Institute (AMFI) – shows exactly how fashion can also be an educational, innovative and social process.

What is Individuals?

Individuals is not a classic clothing label. It is a collective. A temporary fashion brand that takes shape every six months. It is run entirely by third year students of AMFI, who together design, produce, promote and sell a full collection.

What do students learn from Individuals?

This project is more than just making a fashion collection. It is a test of responsibility, collaboration, creative thinking and commercial insights. An internal AMFI survey from 2022 showed:

87%

Improved collaboration between disciplines

91%

Increased sense of responsibility

76%

Deeper knowledge of manufacturing processes

69%

Better understanding of consumer behavior

What do students learn from Individuals?

Examples of collections

We Are the Weather” (2019)

Inspired by climate change and the book by Jonathan Safran Foer. Sustainability was the focus here, with recycled materials and slow fashion.

Truth (2020)

Created in corona time. Themes of online identity, fake news and isolation were made tangible in the designs.

BODY POLITICS (2022)

Recognized body norms, gender expression and dress as social political tools.

What does this say about the future of fashion?

Individuals shows that fashion is not just a product, but a system. A space where ideas, frustrations, ambitions and questions come together in tangible designs. Students who work on this are the designers of tomorrow – and they bring with them a new vision.

Why should fashion always come from the market? What if education also becomes the source of change?

You can see the answer to that in Individuals’ collections.

What does this say about the future of fashion?

New Arrival

Individuals as laboratories for the future

The Individuals brand is not a hobby project. It is a full-fledged case in which young people apply their knowledge in a realistic way. For students at AMFI, it is a testing ground, but also a test. The collaboration between disciplines, working under pressure, the confrontation with the reality of fashion production – these are experiences you don’t learn from a book.

In a world that calls for more responsible, conscious and relevant fashion, Individuals sends a powerful message: the future is not conceived by established brands, but built by students.