Favourite Fashion Brand: Ann Demeulemeester

Ann Demeulemeester is the Belgium brand found by Ann Verhelst. The founder Ann is also known as Antwerp 6, which represent 6 alumni who graduated the Royal academy of the fine arts Antwerp, and has put this small city on the global fashion map.

 She worked as the assistant for Martin Margiela for few years after graduating this academy and launched her own brand. She opened the first shop in Antwerp with the menswear line.

 She was separated from her brand and recently joined again (2021), and now the brand itself has changed the style as focusing on minimalism.

 This year march I went to the Antwerp, Belgium, and visited the shop of this brand. The shop was about 3 floors and has garden inside. The atmosphere was fresh, neat but stylish. I was overwhelmed.

Me and my friend was the only costumer at the moment when we visited, so the manager there showed us the backroom inside the shop and let us see the F/W collection which was not yet released to the public. In addition, she also gave us the information about some vintage stores in Antwerp that has nice quality of Ann Demeulemeester’s products.

There is no doubt that the silhouette of the piece of their product is absolutely beautiful, but what I realized after having a tour in the shop was that the communication with the costumer is the most important thing to build the brand’s image. Now the fact that I am a big fan of this brand tells that it was not only product itself that made me feel like it is my favorite brand, but it was the whole atmosphere of the brand (from interior that they used and also the scent.) and the experience inside the shop.