From couture backstage to new looks in the middle of the P.C. Hooftstraat, during Vogue Downtown, fashion and creativity came together in one evening.
For the third year in a row, Vogue Netherlands took over P.C. Hooftstraat for Vogue Downtown during Amsterdam Fashion Week. On Thursday, September 3, Vogue readers, fashion insiders and fashion lovers gathered to usher in the new fashion season.
With DJs, pop-ups, beauty touch-ups, an open casting call, and couture right on the street, the P.C. Hooftstraat served as Vogue's backdrop for one evening. And this year, Rob Peetoom was there too, together with Redken.
Rob Peetoom x Redken
Rob Peetoom and Redken opened a glass pop-up salon at the corner of P.C. Hooftstraat and Van Baerlestraat. Four top stylists from our team provided hair touch-ups and new looks to visitors throughout the evening, with every technique viewable up close. Additionally, visitors received an exclusive voucher for a Redken Protein Gloss Treatment at one of our salons. This intensive treatment helps repair hair, making it up to twice as strong and visibly shinier.
Couture on the street
Designer Ronald van der Kemp presented six of his iconic runaway brides on P.C. Hooftstraat during Vogue Downtown. Our creative team was responsible for the hair direction for this show. Backstage, the team created the hair looks for the six models, matching the couture and individual character of each bride. The show ended with the words Freedom and Do I? and a bridal bouquet that flew into the audience, officially kicking off the Vogue Downtown block party.
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