Fashion for Good


Story: Irene Calvi
Photography: Irene Calvi
Friday, July 5, 2019

Opened in Amsterdam in October 2018, Fashion for Good is the first museum entirely dedicated to sustainable fashion. In my opinion, it is a great success and the museum has made a statement by spotlighting another form of art such as fashion; considering digital and sustainability are key points of this narrative.

The mission is to educate visitors on the devastating impact of the fashion industry whilst involving them in hands-on exhibitions. The museum further suggests that good fashion means having a different approach towards the choice of materials, the safeguard of living and working conditions and many other topics.

The museum is spread over three floors beginning with the entrance at the ground floor, and then the suggested route brings you downstairs where visitors learn about fashion through a timeline about the dramatic impact of the fashion industry on our planet and what has been done to rectify this. On the second floor, the Impact Cascade is undoubtedly fascinating. It consists in a beautiful concept created by Lily Cole where a screen is the core of a map merging sentences/ideas that everyone can adhere to becoming part of a more engaged community. Here you can be involved in the exhibition taking a photo in a booth and choosing a sustainable goal to pursue.

The aspect that I found most captivating and innovative was the interactive exhibition accessed via special bracelets collected at the beginning of the visit. You can use the bracelets to tap on the panels choosing which eco-friendly goals you would like to follow in your everyday life and at the end visitors can take with them a personalized Good Fashion Action Plan. You can start with the simplest task as washing your clothes at 30 degrees instead of 40 or not buying anything new for 30 days and at the end of your visit you can choose to receive the plan by email in order to have an easy reminder. Plus, the bracelets are made of recycled plastic!

Clearly, this is not a typical museum and the visitor experience is quite unique. Once inside, you will learn more of a seminal topic, whilst enjoying an interactive space. Furthermore, after everything you learn, you can even choose a Good Fashion slogan, customise the design and digitally create a print for a t-shirt they make there in real time as a perfect souvenir.

Finally, one important aspect is how warmly the staff welcome you and their availability and kindness throughout the entire visit.

Recently Fashion for Good reached Italy thanks to a partnership with the ongoing exhibition (from 19th April 2019 to 8th March 2020): Sustainable Thinking at the Ferragamo Museum. Alongside the exhibition many workshops and activities will contribute to spreading awareness around the topic of sustainable fashion and actions that consumers may introduce into their routines. If you happen to be Florence, I would suggest this additional visit to deepen the topic.

This is how you can find the museum which is in the centre of Amsterdam:

Rokin 102, 1012 KZ Amsterdam

Opening hours:
Monday 11:00 – 19:00
Tuesday 11:00 – 19:00
Wednesday 11:00 – 19:00
Thursday 11:00 – 19:00
Friday 11:00 – 19:00
Saturday 11:00 – 18:00
Sunday 11:00 – 18:00

You can also book an individual tour from their website and I suggest checking the event calendar ( https://fashionforgood.com/calendar/ ) for upcoming events to join!

Oh, and last but not least, this amazing visit is free of charge!

https://fashionforgood.com/
@fashionforgood

Biography:

I will graduate in 2019 with a BA degree in Cultural Heritage (History of Art) from The University of Turin, Italy. I'm passionate about the historical and cultural significance of fashion interpretation in museums and the museum institution overall. I'm looking forward to expanding my knowledge of museology from innovative perspectives.

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