Wednesday 13 September 2017


SS 2018 collection by SCHUELLER DE WAAL

After several small-scale presentations in Paris and Amsterdam, SCHUELLER DE WAAL took the next step. On Wednesday evening September 6th the fashion duo defined their DNA in a sense stimulating fashion show, right next to their offices; the World Fashion Centre in Amsterdam.

In this show, SCHUELLER DE WAAL embraced the imperfections that belong to being a small independent label – finding all sorts of improvised solutions to measure up to the enormous presentations of big fashion houses like Chanel. By referring to- and making use of all the cliché’s belonging to these out-of-proportion and out-of-budget shows, SCHUELLER DE WAAL’s characteristic, light-hearted, tongue-in-cheek attitude towards the oversaturated fashion business reaches an all-time high.

The brand’s motto ‘Serious fashion...not so serious’ is fuelled by its need for a critical reflection on the current state of fashion where fashion and luxury have merged into one inseparable entity. Fashion’s focus on the ‘image’ was questioned in a multi-disciplinary, non-linear and low-key fashion show. The audience was welcomed in the SCHUELLER DE WAAL shopping mall and is confronted with high, low, predictable, unexpected and innovative fashion references.

60 looks gave a full immersion in the SCHUELLER DE WAAL universe. The spring-summer collection of 35 garments is presented by isolating every new piece in a single look. By taking the 60-look-show (which is an enormous amount for an independent fashion label) as a challenging starting point – the designers added materials and garments from their direct environment. It led to a refreshing design principle: a loose, spontaneous collage-like way of working.

Next to the new collection, the show included outfits created from dead stock of the World Fashion Centre, jumpsuits from a recent resort collection, and assembled leftover materials of old collections. Additionally, half-finished garments were sent on the runway: toiles in sturdy cottons are emblazoned with crystals, and demi-couture dresses were exactly half of a meticulously executed dress. With a taste level that deliciously balances between good and bad, SCHUELLER DE WAAL created an innovative vision on the creation and presentation of fashion.

Philipp Schueller and Rens de Waal:
“With ‘COMPULSORY SHENANIGANS’ we present a loud signal, in which we approach the difficult reality of the independent designer in a positive manner. As true fashion-shenanigans (literally: cheaters, but in a cute way) we present a cut-up glamour with an overdose of humor!”
Instagram: @schuellerdewaal
Photography: Team Peter Stigter 

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