Modefabriek with new format in 2025

The upcoming winter edition of Modefabriek taking place on 26 & 27 January 2025, will be an almost complete reset of everything that is familiar, at the new location EXPO Greater Amsterdam in Vijfhuizen. CEO of Modefabriek Caroline Krouwels already explains the biggest innovations.

What was the reason for this reset of Modefabriek?

Caroline Krouwels: “Since its foundation in 1996, Modefabriek has grown into an international concept and, like the entire industry, has weathered the necessary storms and has always adapted with full conviction to the new situation. Now we are at such a point again to redefine and shape Modefabriek, in line with the current needs of the sector. Innovation gives new energy.”

Was a new location needed for this?

CK: “After 21 years in the RAI Amsterdam, that coat, however beautiful and familiar, started to pinch. The concept slowly but surely lost its vitality, the bubbles were gone and all this while the sector was already having such a hard time. We felt that, and of course our participants and visitors did too. And so we started looking for another beautiful central location, where we could shape that new, fresh, updated Modefabriek. This set everything in motion.”

What makes EXPO Greater Amsterdam so different?

CK: “The architecture is very different, everything is made of glass, including the outer walls. It is very open and light. This allows for a different look & feel. We have broken open the familiar grid of homogeneous aisles with semi-closed stands. We are going to work with a modular system with much more variation possibilities, which gives the expo an open, eclectic and dynamic department-store feel. Participants can give their own swing to the set-up much more than before, while the new system still ensures uniformity.”

And what about the content that Modefabriek is known for?

CK: “Modefabriek continues to stand for the quality of service, knowledge and inspiration that we want to offer the sector. Without that, Modefabriek will cease to exist. The content with Trends and Talks will remain at the highest level. The service will be more customer-friendly, for participants and visitors. And we will remain the place for the most beautiful boutique labels in North-West Europe. We have created extra space for exclusive brands in The Fashion Gallery, which with a large central bar forms the stylish heart of the new Modefabriek.”

What will visitors notice about all that new energy?

“This edition we want to show more than ever that we are the place where the sector comes together. We have come up with something beautiful for that; long tables run like a red line through the floor plan. These tables symbolize meeting each other again, feeling welcome with free coffee and a croissant in the morning, and then coming together around all kinds of presentations and trends, skincare, book stall or repair café. It must be a big buzzing party. This Modefabriek is all about RE-fresh & RE-connect.”