Overview

To open Amsterdam Fashion Week, WE Fashion partnered with Nxt Museum to stage a high-impact fashion show inspired by the theme “We Choose.”

Set within the immersive environment of Nxt Stage, the event fused fashion, storytelling, and audiovisual design to introduce a new creative direction for the brand — with a powerful appearance by acclaimed Dutch filmmaker Halina Reijn and a custom-built runway experience.

The brief

WE Fashion sought a venue that could deliver atmosphere, scale, and storytelling impact — all under one roof. The aim was to make a bold creative statement and debut the new collection in a way that felt unexpected, modern, and immersive.

Nxt Museum’s modular layout and technical capabilities made it the ideal setting for a show that pushed beyond convention.

The experience

The day opened with a live talk featuring Halina Reijn, offering insight into the creative inspiration behind the “We Choose” theme.

Guests were then welcomed into Nxt Stage, transformed for the runway show through bespoke lighting, sound, and spatial design. Following the show, drinks and dinner were served at Café Restaurant Metro, rounding off the experience in a social, celebratory setting.

Key spaces used

• Nxt Stage: pre-show talk and fashion show
• Backstage & Dressing Rooms: full production and styling setup
• Café Restaurant Metro: post-show drinks and private dinner
• Galleries: available for private visits and added inspiration

Outcomes

• 300 guests
• Full creative takeover of Nxt Stage
• Integration of live talk, fashion show, and hospitality in one seamless flow
• A striking campaign moment delivered with atmosphere and ambition

submit a request