is a multidisciplinary design company for (graphic) research, concept, development, execution and advice in design, and social (cultural) design. Below some news I would like to share with you.

 

HNNH was been asked to write about fashion in Amsterdam

Be normal then you’re crazy enough Dutch people and their bikes"

Publication at Look at Me | Rusland December 2008 [for Russian version, click here]
 

The every day fashion in Holland is not exceptional different compared to other European countries. In my opinion compared to our European neighbors the Dutch spend not enough time, money and especially thought in the way they dress themselves. Lack of interest of the public in fashion makes it hard for talented young fashion designers to get the recognition and platform they deserve.

 

The rise of the globalization and development of all sort of communication tools like the internet and mobiles makes fashion borderless and as a result we see the streets full of a one look fashion formed by the big chains as H&M, Zara, Hema etcetera. The one look fashion is evolved compared to the fashion people wore in my childhood (can’t blame me I was raised in the nineties ;) Still the one look fashion remains very uninterested.

 

Holland is known for their policy that everything should be normal and average. Most of the Dutch live in typically dutch Vinex-locations, standard Suburbia’s with their 2.3 children and dog and average income. True, the Dutch are free minded everything is possible but….without being extreme. Like the old Dutch saying goes ‘Be normal then you’re crazy enough’ . Mister John Average. That’s the way the dutch fashion is. No big fashion statements/cultures, just a few mild exceptions. Subcultures with their own fashion like techno-lovers, preppy-boys with their rich look and Muslim women You’ll find them everywhere, but never dominating. We have our dutch celebrity exceptions like Georgina Verbaan, Karies van Houten, Katja Schuurman or DJ Don Diablo People who are admired for their looks and sense of fashion where the Dutch secretly dream about. Not practical and wheatear-proof, but beautiful…

 

Dutch fashion is Average

 

This is contrasting with how Holland is international known for. Holland is known for their creativity in architecture, high fashion and design. Dutch Icon’s like Rem Koolhaas, Viktor and Rolf ,Alexander van der Slobbe & Richard Hutten are important for the development of the Dutch Design. Unfortunately you’ll not find this back in the streets but you’ll find it in the magazines and the way young creatives work, live and their conceptually way of thinking.

 

You can say accessorizing our daily practical things is trend in Holland that is getting bigger the last few years. Children and bikes are being used as an reflection of themselves (Just like mama- look) and as a status-symbol a reflection of their wealth and position.

 

Menno and I took pictures from this latest trend. Bicycles as an accessory. We took pictures in Amsterdam of Dutch people and their bikes ( the most common mean of transportation). We wanted to see how people use their bikes to make a statement.

 

Average can still be hip and trendy!

> concept and text: HNNH - Hannah Bonjer

> tanslation by Phuong Tran

> pictures (bikers and portrait): Menno van der Meer

 

 

 

 

> concept and text: HNNH
> pictures: Menno van der Meer, translation: Phuong Tran