You don't have to sell your body to the night...

Minging fashion and sex quite literally is what the Red Light Amsterdam Fashion initiative,which started in January 2008 is all about (yes, I'm a wee bit late bit was recently reminded to post about it after the AIFW...).  A property development company in Amsterdam bought up some ex-brothels in Amsterdam and together with HTNK (Netherland's 'fashion matchmakers') came up with the idea of loaning these buildings to Dutch fashion designers to be used as fashion windows, shops and also work and living spaces for the designers.

Seeing as this post is about the red light district in Amsterdam, I don't think I could express a true and honest opinion of it seeing as it doesn't really serve my sex, other than I always thought that it was a tad surreal that tourists with children in tow would walk through the streets taking pictures of everything... so I thought it would be nice to get a bit of male insight into the whole thing...cue Style Savalge Steve aka the boyf's take on it all..

"The Red Light District in Amsterdam for me is a strange, sad affair...a let down. I was expecting an assault on the senses, to be amazed and pleasured in every sense of the word but was left feeling like nothing more than a sorry voyeur. The district reminds me so much of my home town by the Kentish seaside; during the height of it's pull there are lot's of people chasing the reason why they are there but after recovering from the confusing effects of the lights you can see that you don't actually want to stay there for very long at all. The District's windows are full of girls vying for attention in the same way as the slot machines in the arcades blink and make noises to draw you in and spend the odd change which jingles in your pocket...you soon become so used to it all that you prefer not to look and just walk on by. I was surprised by how embarrassed I was by it all, I felt this not because I'm an English prude but because the district for me appeared wanting and there was an underlying sense of feeling sorry for itself." 

So then if the area is a little redundant and slightly comical as a red light district, then turning it into a temporary fashion hotspot is actually quite a good idea.  The designers get exposure from an audience that might not have known about them (though I'm not sure a bunch of drunken British lads on a stag do might appreciate windows filled with demi couture...) and the spaces are thus utilised in a better way.  From my biased, fashion-obsessed point of view, of course that makes the windows a whole lot more appealing than the bemused/sad expressions I saw last time I was in Amsterdam...

...and beyond's window 

Bas Koster's window

G&N's window // Mada van Gaans' window

Ignoor's window

Jan Taminiau's window

Roswitha Van Rijn's window

Photographers Petrovsky & Ramone also got a window to themselves...

Comments

[Tara]

I love this idea -- it is nice to see progressive thinking when it comes to areas such as this that are beginning to lose historical or cultural relevance (for better or for worse). At least this will continue draw people to the area, and also give designers a chance they might not otherwise have had.

[Sneaky Magpie]

Such a great thing to do with the Red Light District. Funny that you mention ...and beyond. I was with one of the girls back in November when they first heard the news that one of the houses was theirs. It is a life saver for young designers.

[K-Line]

Steve's take is so interesting. And I love the title of this post...

[Make Do & Mend]

Didn't get a chance to trawl through your psots yesterday and as I had a spare 5 mins thi morning hwilst kettle boiled I sat down to read this. Loved the boy's take - good analogy although not sure about the use of the words slot machines!

The window shots look so much better than anything I remember and I've always avoided the area - looks almost as grand as Prinsengraght. Good way to showcase wears of the keeping on kind

[Imelda Matt]

I think it's and shameful way to promote the gentrification of such a historic area of Amsterdam...next think you know, you'll be able to pick a 6 pack of socks from H&M!

[Imelda Matt]

I think it's and shameful way to promote the gentrification of such a historic area of Amsterdam...next thing you know, you'll be able to pick a 6 pack of socks from H&M!

[Renée Sturme / FashionFillers]

Some people don't get this at all I guess. The red light disctrict is actually the most beautiful neigborhood of Amsterdam, with magnificent canals, bridges and appartments everywhere. The contrast between fashion designers, the beauty of the neighborhood and the sex shops is just perfect in my opinion.