On Friday November 6th 2009 the Dutch Fashion Foundation organized the third edition of the Mercedes Benz Dutch Fashion Awards. An international jury chose Sjaak Hullekes as the Dutch fashion design label most likely to succeed in bringing its label onto the international market. The jury consisting of prominent professionals in the international fashion system awarded the prestigious prizes to the talents they felt have most potential to expand their brand internationally.
The Mercedes-Benz Dutch Fashion Award, the main award being a financial grant of 25.000 euro to be invested in activities related to the international expansion of the brand, went to the designer Sjaak Hullekes because of “his crystal clear proposition of menswear full of new post-crisis values and his well thought through business strategy”. The Dutch Fashion Incubator Award, with support of several partners including department store De Bijenkorf and the wholesale hub World Fashion Centre, went to Bas Kosters.
On this special evening 800 guests were invited in the Grote Kerk of The Hague. This third edition of the Awards was the first to be presented in Holland’s judicial capital, offering a perfect setting to present a fashion event of international allure. The presentation of this evening was in hands of the Dutch actress Hanna Verboom. The winning label of the Mercedes-Benz Dutch Fashion Awards 2008, Monique van Heist, showed her latest collection as the start of the evening program. The awards presented were designed and produced by the Dutch design atelier Ted Noten.
Dutch Fashion Awards 2009
To become nominated for the Dutch Fashion Awards, the criteria are that the designer:
– graduated from a recognised (inter-)national fashion academy,
– owns the Dutch nationality, or has been living and working in the Netherlands for at least 5 years,
– runs his or her own registered enterprise,
– has developed at least five collections under his or her own label,
– shows a striking talent creating a fashion label with distinguished style and knows to present this convincingly,
– is nominated by at least 3 members of the Academy of Dutch Fashion Design,
– has already taken strategic steps onto the international fashion market.
In order to guarantee an objective and independent vote, the Dutch Fashion Foundation has invited a select group of national decision makers and key-players in fashion to serve on the Academy of Dutch Fashion Design. The Members of the Academy of Dutch Fashion Design, including the winners of all previous editions of the Dutch Fashion Awards, each listed their individual top 10 of most promising Dutch fashion designers. For the 2009 edition of the Dutch Fashion Awards this criteria check resulted in a list of 5 eligible designers.
Nominees Dutch Fashion Awards 2009:
Jeroen van Tuyl
Mada van Gaans
Iris van Herpen
An international jury of top-ranking fashion industry professionals representing a cross-section of the international fashion industry, decide objectively which designer they expect is most likely to bring his/her label onto the international market. All jury members invited by the Dutch Fashion Foundation believe in its mission of promoting Dutch fashion on a national and international level.
Jury members Dutch Fashion Awards 2009:
Beppe Angiolini – Director Camera Italia dei Buyer della Moda, Milan
Valentina Maggi – Director of Product, Floriane de Saint Pierre, Paris
Jean Jaqcues Picart – Fashion consultant who has worked for Chloe, Ferragamo, Jil Sander, Thierry Mugler and founded Maison Christian Lacroix, Paris
Marc Gysemans – Director Gysemans Clothing Industry, Belgium
Wilbert Das – Director Diesel, Italy
Awards 2009: Several awards were presented on the evening of November 6th. There is the much desired Mercedes-Benz Dutch Fashion Award with a financial reward of 25.000 euro, which is regarded as the main award, but there are more. The Dutch Fashion Awards consist not only of financial injections but also of substantial in-kind contributions from the national and international industry. There is a growing interest from organisations, companies, institutes, agencies and platforms to share their expertise and to support the nominated designers through channels and products that are of essential value to the realisation of the designers national and international business objectives.
Mercedes-Benz Dutch Fashion Award 2009 – Winner: Sjaak Hullekes
The Mercedes-Benz Dutch Fashion Award is presented to the Dutch fashion design label most likely to succeed in bringing its label onto the international market. The winner of the Mercedes-Benz Dutch Fashion Award receives a financial reward of 25.000 euro which will enable the label to take further steps in the international fashion industry.
2008: Monique van Heist
2007: Klavers van Engelen
Dutch Fashion Incubator Award 2009 – Winner: Bas Kosters
The Dutch Fashion Incubator Award, with support of several partners including department store De Bijenkorf and the wholesale hub World Fashion Centre, went to Bas Kosters.
Dutch Fashion Media Award 2009 – Winner: Iris van Herpen
Iris van Herpen won the Dutch Fashion Media Award, a financial reward of 2.500 euro and a brand coaching and guidance program offered by parties in the field of brand strategy, personal marketing and PR.
Dutch Fashion Icon Femme & Dutch Fashion Icon Homme 2009 – Winners: Bonnie Orleans Voss & Ferry van der Nat
The designers chosen by the Academy of Dutch Fashion Design in the first round of the nomination procedure, have together chosen their favourite male and female Dutch Fashion Icons. It is a collective voice of the designers, an homage to the muses and Dutch fashion wearers and a respected acknowledgement within the Dutch fashion scene.
2008: Aynouk Tan & Carlo Wijnands
2007: Carice van Houten & Ruud van der Peijl