From Saturday, September 18, 2021, De Nieuwe Kerk transformed into the Netherlands' largest fashion showcase for over six months: Maison Amsterdam—The City, The Fashion, The Freedom. This landmark exhibition featured more than 150 historical and contemporary creations, weaving stories of Amsterdam's distinctive style as a liberal, creative fashion capital where anything is possible. As the first major show centered on the city itself, it ran until Sunday, April 3, 2022.
Credit: Nederlands Fotomuseum / ©Ed van der Elsken
Beethovenstraat Amsterdam, 1967
Embark on a captivating journey through Amsterdam's streets and eras in the exhibition. Start at Dam Square, home to De Nieuwe Kerk, then wander to landmarks like Zeedijk, Vondelpark, and Oostelijke Handelskade, each linked to unique fashion narratives. Dive into nightlife from the Roaring Twenties to the RoXY and iT scenes, and explore historic fashion palaces, shows, and festivals such as Hartjesdagen and Keti Koti. Witness how freedom—and its constraints—have shaped the city's style.
Credit: ©Daily Paper, FW21 campaign
Iconic haute couture shares the spotlight with revolutionary youth trends like the mini skirt and punk jacket—styles born from hippies on Dam Square, graffiti, and punk culture that indelibly marked Amsterdam. Individual garments take center stage, each revealing stories through designers' or wearers' eyes, from jeans at Warmoesstraat's pioneering store to the legendary Rainbow dress. Sustainability, gender, and diversity themes are artfully integrated.
Credit: ©Violette Cornelius / Nederlands Fotomuseum
Fashion show by Dick Holthaus, 1961
Drawn from the Amsterdam Museum's esteemed collection and paired with contemporary works, Maison Amsterdam highlights twentieth-century couturiers like Dick Holthaus, Edgar Vos, Frank Govers, Frans Molenaar, Max Heymans, and Fong Leng alongside international stars such as Bas Kosters, Iris van Herpen, Jan Taminiau, and Viktor & Rolf. Emerging talents like Amber Jae Slooten, Karim Adduchi, Ninamounah, Bonne Suits, Patta, and Daily Paper shine brightly. Amsterdam's status as Denim City, birthplace of G-Star, is celebrated. On view from September 18, 2021, to April 3, 2022.
Photo header: Evert Elzinga
