Two times a year, a series of the public fashion shows, mainly by Dutch and Belgium designers takes place in Amsterdam. The Amsterdam International Fashion Week tries to enter into the fashion world with a new, original profile. The shows on the catwalk are accompanied by the whole series of events called Laundry Days, which consists of openings of museum and gallery exhibitions, meetings and parties.
The Amsterdam Fashion Week exists since 2004, but it is during the last years that it obtained a growing reputation, as it is trying to position itself as a platform for the fashion of the new generation and so called New Luxury segment of the market, represented by affluent people who most of all value exclusivity and originality, and often reject established commercial brands. For many of them, the established names are simply compromised and never original by the sheer scale of their production.
During the fashion Week an important, largest in the Netherlands, two days fashion fair takes place in the RAI congress center called Mode Fabriek.