Amsterdam, 11 may 2017 – Anne de Grijff presents her new collection ‘XO’ at the StadsSalon of Tracy Metz and Baptist Brayé. Thursday evening, the 11th of May, this homey setting in Amsterdam’s 17th-century canal ring area where cultural gatherings around urgent topics are hosted regularly by the renowned residents, is all about the innovative fashion system of Anne de Grijff.
Instead of the usual catwalk Anne de Grijff prefers intimate salon presentations including delightful performances and dinners to show her collections. She has welcomed her carefully selected guests at curator Gijs Stork’s salon Magazijn, at the monumental church ‘De Duif’ on Prinsengracht and in the new salon of her press agency Press Only, all in Amsterdam. The presentation at the StadsSalon of writer/journalist Tracy Metz and urban researcher Baptist Brayé will be a modern take on the couture and art salons of yore. Anne de Grijff will give a brief introduction about her unique approach and the new collection ‘XO’. The Dutch poet Pieter Boskma, himself a proud wearer of Anne de Grijff couture, signed for the presentation. Pieter Boskma also wrote the collection copy; small poems that will be used in combination with the presentation and photography of the presentation. The new designs that will be presented form an extension of the permanent, non-seasonal collection, in her signature hand of veiling and unveiling layers and lines. Anne de Grijff’s designs are made to measure, maintaining close contact with the client throughout production and delivery.
Anne de Grijff’s highly wearable collections are designed following a system. In 2014, when Anne de Grijff decided to organise her label around her new ‘slow fashion’ principle, graphic designers Adriaan Mellingers and Edwin van Gelder expressed her systemic way of designing in a new logo. This logo in return created a strong framework for the Anne de Grijff label to come to its essence. Based on the ‘golden ratio’ Anne de Grijff’s logo symbolises all the brand’s expressions; it is reflected through patterns, detailing, in prints and branding.
In earlier collections such as ‘Crossing Lines’ from 2015 the geometrical lines of the logo were already prominent, but it is in this new ‘XO’ collection that the logo will be used in its pure form for the first time, and through different techniques. For example by using the logo as a whole in prints (both manual and digital), but also as a pattern, in cut outs and in embroidery. All this in signature Anne de Grijff materials such as silk, fine and structured summer wool, plastic with a silky look and jersey, in the colours white, off-white, neon yellow, teal and a touch of black.