10Days Amsterdam Fashion Week FW2018

Our Sunday morning started off with 10DAYS x Emily Marant. The lifestyle brand which is all about style and comfort always has a special focus on Amsterdam. Yet today the Californian dream awaited us with surf boards and palm trees as a backdrop. And so we imagined ourselves on a beach, even though the collection was more sporty than beach-y.

Key words for the collection are contemporary, comfortable an cool. A strong line up filled with wearable, simple yet interesting looks. Like the soft joggers and comfy sweaters given a sporty touch in the form of a cross body fanny pack or a pair of crispy white sneakers. We spotted tie-dye details and bright colors. Models looked stunning in the brand’s ton sur ton looks (a menswear in mint green and some womenswear looks in red, blue and grey went straight onto our wishlist). Proof that simplicity – less is more – often does the trick.

Ohhh and ahhs when the kids came onto the runway sporting looks that formed a perfect mini version of the mens and womenswear items. Sporty stripes and leopard prints, comfy leggings and cosy vests. The 10DAYS message (and motto) was clear; fashion should be comfy and fun, for us as well as for the little ones.

At the end of the show Creative Director Barbara Hilbrink entered the runway together with Emily Marant; their way to announce their collaboration for a limited edtion 10DAYS x EMILY MARANT capsule collection available as of end 2018. A limited edition ‘Fashion Week Trainer’ was on sale in the AFW shop right after the show. Everything else was on sale right away as 10DAYS put their See now buy now formula into practice.