MOAM collective international powered by Zalando showed their collaborative collection


Dear Shaded Viewers,

I made a quick trip to Amsterdam to see the final result of the MOAM collective of international designers which was held a the canal house at the Herengracht. There were 450 invitees which included the coaches, of which I was one, well one day coaching. Pat Cleveland and her daughter Anna Cleveland walked the show. The theme was mythical creatures constructed from different animals. The five designers worked together on one collection which is quite a novel idea. They created their own jacquard knit with TextileMuseum in their Textile Lab and also worked with recycled material from KLM; from rubber gloves and old banners to plastic and paper machine parts. They worked with master tailors of the Master Tailor Institute.


For the show, the designers got to work with a dream team: stylists Jetteke van Lexmond and Frans Ankoné, chef de cabine hair Hester Wernert-Rijn and chef de cabine make-up Kathinka Gernant. The collective consisted of five designers from five different European countries; Robbie van Mierlo (Belgium), Rose Danford-Phillips (UK), Roos Boshart (The Netherlands), Maximiliano Ruelas (Italy) en Catherine Le Théresien (France). The past five months the designers lived together in The Student Hotel in Amsterdam and worked together in the MOAm atelier. They were coached by several iconic names from the creative industry, like Frans Ankoné, Diane Pernet, Viktor&Rolf, Walter Van Beirendonck, Lucas Ossendrijver (Lanvin), Mart Visser, Jan Taminiau, Hien Le, Claes Iversen, Geert Bruloot, Saskia Stoeckler, Stephen Jones and Sara Maino (Vogue Italia).

They were supported by Zalando.



Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.