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VODAFONE

INTERVIEW VERENA MICHELS

Amsterdam Fashion Week is buzzing and shimmering. Established names and newcomers show what they have been sweating and toiling over for the past few months. The big names don't have to worry about a spot at Fashion Week, but for the newcomers, it's much more difficult and also a very big step. Fortunately, there is the Vodafone Firsts Fashion LAB that helps young people take their first steps in a professional fashion career. For a small budget, the young crowd can make their debut on the catwalk. It's really very cool because Vodafone also gives them a lot of publicity and a livestream, so they get a wide reach and a lot of attention.

The goal of this project is to provide a professional platform for the next generation of fashion designers. Doing things for the first time keeps the world interesting, but it is also incredibly exciting and sometimes difficult, but very brave. Vodafone wants to share the stories of these inspiring fashion pioneers through the network.

Verena Michels represents the young crowd. She studied at AMFI and the Gerrit Rietveld Academy in Amsterdam. The ideas emerged in her workshop in Berlin, and they reached us here via the trunk of her car. A day before she was allowed to showcase her collection at the Vodafone Firsts Fashion LAB, I spoke with Verena.

Tomorrow is the day. I’ll take you to the Westergasfabriek site. We are backstage, in thirty seconds your show will start. What are you doing?‬

I check for the thirtieth time if all the skirts of the models are still straight and all the snap buttons are closed. I think I’m getting a bit calmed down by everyone (the nerves are of course racing through my body).

There is always a moment when you take the first step and jump from a fantasy to a project. What was that moment for you?

I don’t really work from a dream or a thought. My projects arise as a result of the reality I move in and the materials I work with.

At the moment I decided to sign up for fashion week, I found a fantastic, cheap workspace in the heart of Kreuzberg, together with friends. It happened at the right moment, as if it was meant to be.

How do you prepare for this fashion week?

I developed the collection in Berlin, where I had a lot of contact with the Netherlands in the last few weeks. Just in time, I drove with a car full of friends, clothes, bags, and shoes to Amsterdam. A day before the show is a fitting of the entire collection. The whole crew will already be present. And also my teachers from the Rietveld Academy.

What are you most proud of in your collection?

That would be my friends and crew who made it possible for me to achieve this together. I work with both less experienced people and real professionals. They are all so full of enthusiasm. Even though I can’t pay them a high fee at all. Instead of a salary, I give them food, drinks, and sweaters and scarves that I make.

And the music? Did you choose it yourself? Was it a quick decision?

For me, it was immediately clear that I wanted to work with Tamara van der Laarse. She is a good friend of mine who organizes many techno parties. Nowadays, she also does large fashion productions as a sound designer. We have worked together once before during a show. She appreciates and understands my way of working and perfectly translates my concept into rhythms and sound.

Who absolutely needs to be in the audience?

My younger sister. She is my biggest support.

What was the first thing you did when the show was over? Big party?

Watching the football match and then dancing with friends.

What is your next step?

Setting up a production in Berlin.

Are there things you have never done but are definitely on your list?

Going to LA to give textile workshops together with a friend who is a graphic designer and lives there.

What does your Monday look like? Sleeping in? Champagne breakfast?

Then I drive back to Berlin and on Tuesday I just go back to work.