FASHION FOR GOOD MUSEUM: PIONEERING A SUSTAINABLE FASHION REVOLUTION IN AMSTERDAM
By: Prachi Khatri
No matter how much or how little of a fashion enthusiast you are, one thing that unites everyone is that every garment tells a story. Whether you have a favorite concert t-shirt, an old boyfriend’s sweater or a white linen dress you got on vacation in Greece - we are connected to fashion emotionally beyond the trends and styles they convey. Emotionally connected pieces tend to last longer in our closets simply because they embody a certain mood or vibe. It is no wonder that Amsterdam has found a way to bridge that personal connection to fashion in a new attraction, the Fashion for Good Museum.
This novel concept is an interactive fashion museum for the future of fashion, where they tell the stories behind the clothes you wear and how your choices can have a positive impact on people and our planet.
Reduce Reuse and Recycle; we all have heard of three R’s to help reduce the stress on natural resources. We have also seen many brands push out PR campaigns to insist they are doing their part, however a Museum that brings consumers in to feel an emotional connection to the experience of fashion and how it impacts the planet is quite honestly, genius.
“Fashion is the vicious circle of take-make-waste. An average consumer in Europe wastes about 15 kilos of textile per year “ - As per the Fashion for Good Museum website.
Credit - Fashion for Good Museum website
These numbers keeps increasing every year. The Fashion for Good Museum stands as a testament of how to rethink fashion for our future and drive a positive change. It is not only a collection of beautiful garments but also a beacon of social responsibility.
The Museum’s mission is clear: to make a positive impact on the people and planet by showcasing how choices in fashion can help us do so. It inspires change in the fashion industry by showcasing sustainable innovations though collections of beautiful garments. Walking into the Museum door guests are immersed in interactive fashion stories behind each display creating a heightened sense of awareness of how circularity plays out in different ways while also inherently making an emotional connection to personal responsibility.
The three floor historic building in the heart of Amsterdam showcases the past, present and future of sustainable fashion. As you start the adventure, you are instantly allured to a collection of brands that ethically source fashion and are dedicated to sustainability. Every item, from wallets made of plant-based leather to outfits made of recovered ocean plastic has a unique tale to tell.
One of the most impactful offerings is the Museum’s educational program which aims to make a change in the society by driving behavioral changes, inspiring the community on how to buy and consume clothing. The program welcomes all local and international people of all ages and provides knowledge and tools to take action, playing a crucial role in setting narrative, and change fashion for better. The Gen Z era is all about valuing authenticity and having positive influence, a narrative that aligns with fashion entrepreneurs, creatives and the overall values of the Fashion for Good Museum.
The Good Fashion Journey, one of the Museums exhibit’s highlights the end-to-end lifecycle of a garment. By highlighting all of the hidden costs, social and environmental impacts of a fashion production, it gives visitors a tool to envision the entire process from a different lens. Seeing the entire process laid out like that makes you think about true cost of what we wear.
Credit - Fashion for Good Museum website
The Museum’s current exhibition on ‘What Goes Around Comes Around’ is all about inspiring individuals to act by showcasing the work of designers curated with all reusable products and without creating waste or pollution.
‘We are highlighting three areas in What Goes Around Comes Around:
1. The Creators - new work by local artists and design collectives working towards circularity and demonstrating what is happening right now.
2. The community - with an installation for visitors to participate in, planting the seed that we need each other to change the fashion system.
3. The industry – honing in on examples of innovations and technologies.” - curator Sophie Jager-van Duren at the Fashion for Good Museum.
The Fashion for Good Museum’s interactive approach makes it one of the must visit places for fashion enthusiast to witness the transformative power of sustainable fashion. Good fashion is not just a trend it’s a movement. The future of making good fashion a new norm and we definitely recommend visiting the Museum for a glimpse on the future of fashion and how the power of collective efforts can drive positive change.