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AIFW July 2008: Heineken Fashion & Design

Catwalk shows by Daryl van Wouw, Hotel, Anne Tholen and Shoe were held to mark the 'Inspired by' collection, a fashion range inspired by the Heineken brand.

By No author /asdf 23-07-2008

Catwalk shows by Daryl van Wouw, Hotel, Anne Tholen and Shoe were held to mark the 'Inspired by' collection, a fashion range inspired by the Heineken brand.

Today in the new Heineken lifestyle store The City a fashion event was held to mark Amsterdam International Fashion Week with catwalk shows by Daryl van Wouw, design agency Hotel, designer Anne Tholen and calligraffiti artist Shoe. Daryl van Wouw designed a limited edition collection for the Heineken 'Inspired by...' collection. This collection is inspired by characteristic elements of the Heineken brand: the red star, the colour green and the letter 'e' in the name, the so-called 'laughing e'. For his collection, van Wouw, known for his street-couture style using patchwork and print, showed a number of dresses incorporating the 'e', with grey and white a predominant theme. The designer, who last year collaborated with Coca-Cola on a shoe collection, said of this partnership 'the Heineken brand is strong, innovatie, refreshing, with a clear vision, that's why I can work with it. My outfits are relaxed and I can see them being worn by someone with a cold beer in their hand!'.

It was also announced that the next designer to work with Heineken on their 'Inspired by' collection will be Bas Kosters. Kosters is known for his eccentric style, including customised versions of the Bugaboo pram. In 2006 he showed a non-commercial collection made from the fabric from old Heineken parasols. Kosters' collection will be available at Heineken The City from January 2009.

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