Anyone who can be described as positive, enthusiastic, and cheerful affirms Ruben Jurrien, a young fashion designer from Amsterdam and AMFI Alumnus who took home the “Lichting” 2022, an award recognizing the most outstanding fashion designer in The Netherlands. Jurrien showcased, “Take my heart! ” The collection was a nod to tailoring and to the joy Jurrien felt when his dream of fashion came to life. It exuded positivity and inclusiveness.
Lichting 2022 gave Jurrien reassurance. Its work went beyond the boundaries of the conventional and was described as excellent and innovative, According to Jurrien. Lichting 2022 gave him opportunities. For instance, the Dutch group Goldband was spotted wearing his work during the Lowlands Festival in The Netherlands and the Rock Werchter Festival in Belgium. Additionally, it brought Jurrien numerous collaborations. What they look like currently, he’s not allowed to divulge.
This year, the Lichting 2022 winner will appear just a few minutes before the Lichting show, presenting a brand new collection and his presentation during Amsterdam Fashion Week (AFW). The striking style of his self-expression has become his trademark and is reflected in his latest collection.
When FashionUnited contacts Jurrien just a few weeks before Amsterdam Fashion Week, he prepares for his fashion show at AFW.
“I’ve been working on it for a year, but I’m now putting all the finishing touches,” the young fashion designer told FashionUnited. “I took the whole of July off to make the collection. I am now working on the final garments.” Also, the scouting model keeps him active. “I’m doing that through an open-call and I got a lot of applications, including model Jurre Geluk. I think that’s super fun!” It provides him with additional proof that his clothing is admired according to him.
Ruben Jurrien’s “Super Femboyant Ruben Jurrien’s ‘Super Femboyant’ collection during Amsterdam Fashion Week: “Love is just stronger than such a macho culture.”
Jurrien is already revealing what to anticipate from him at the AFW show on September 1, 2017. However, one sure thing is that a familiar face will return on the stage: Toetie, the sleeping cuddle. In Jurrien’s graduation collection, Toetie was looking for an escape from conventional fashion and chose his style, he says. “Now he has grown into a superhero. In this collection, Toetie encounters his arch-enemies whom he fights with love – his superpower.” This is another proof of a collection bursting with energy and positivity.
Super Femboyant, the title for the series, symbolizes the softness of the skin and the power. Anyone who agrees with this is the definition of a superhero, according to Jurrien. The ones who break down Femboyant will get a better view of the collection “fem” is a reference to feminine as well as ‘boy,’ which means masculine, and ‘boyant’ stands for ‘beyond.’
The collection’s origin is based on an incident that Jurrien shared with his friend. “We gave each other a kiss in a swimming pool. Some traditionally robust people, that’s what I call them, were quite angry about that.” They were six-packs and appeared tough in the words of the style designer. “Later I realised that maybe my kissing was stronger than their presence. They felt triggered by something that is actually very loving. Love is just stronger than such a macho culture.”
This story can be translated into 18 different designs, including two children’s styles in the show. “You can expect trench coats, but also suits and denim,” the actor declares. His collection changes the event. “We start with pieces that are associated with the traditional form of strength. Slowly these are transformed into flamboyant items, so the further into the show, the more ‘femboyant’ people dare to dress, because they realise how strong love is,” the fashion designer says.
It’s not the only time Jurrien has entered the world of children’s clothes. “I always get inspired by the inner child,” Jurrien states. The kind of openness that children are born with, in the words of designers, is something we must keep in mind. “My brand is all about that openness and my brand is for everyone. Also for children. After all, the clothes are adjustable in sizes, so the items can also be worn by adults.”
Ruben Jurrien is flamboyant in his brand’s value.
Alongside Amsterdam Fashion Week, Jurrien is busy. For instance, in November, He will participate in Fashionclash in Maastricht, where he will perform ‘Super Femboyant.’ In addition, several collaborations with Dutch brands are in the works to be announced later. Last but not least, Jurrien hopes to market his collection of ready-to-wear at a concept store. ” Here I am thinking of the concept stores that have a lot of underground artists, like X Bank Amsterdam,” Jurrien states. Ultimately, Jurrien hopes to spot an uninitiated person wearing his clothing in the streets. “‘If I can talk about a couture Ruben Jurrien piece, my life is pretty much complete!”