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First Look: Amsterdams Blauw AW14 Campaign

Earth, Air & Fire Used As Inspiration For Collection

Scotch & Soda’s sister brand, Amsterdams Blauw, has given FashionBeans an exclusive first look at its AW14 campaign. The denim line, now in its eighth season of trading, has focused on the medieval practice of alchemy for its latest collection. According to a statement, designers have updated the process, which involved transforming materials into precious metals, by taking core elements such as cottons, wools, dyes, metal rivets and working with them to create “gold”. Jeans, chunky knitwear and outerwear all feature in the images, with a focus on layering and doubling up on denim. The range has been separated into three themes: earth, air and fire. The first takes its cues from the outdoors with pieces such as a allover leaf camo print. Air maintains the label’s focus on the colour blue through denim and button-down shirts. Finally, fire delivers a sports-rock look, delivered in a collegiate style. Amsterdams Blauw debuted in spring/summer 2011, aiming to establish itself as “the maverick card and be the new and fresh alternative for the denim establishment”. The AW14 collection is available online and from stockists including Harrods now. Prices range from £100 – £240 for jeans and £60 – £260 for clothing and outerwear.

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Amsterdams Blauw AW14 Campaign

Luke Todd

As FashionBeans deputy editor, Luke Todd is tasked with filtering through the latest from the worlds of fashion, grooming, fitness, technology and lifestyle to deliver an indispensable edit of the most stylish stuff. Along with working on the site since 2009, he has written for leading titles such as ShortList, Drapers and GQ Style Germany and has consulted for brands including Bulldog Skincare and James Harknett.