Hunkemöller Fashion Show 2024: Together we lift each other up

Presenting SHEROISM: A Spectacle of Female Empowerment

Last night, Hunkemöller, the renowned lingerie brand, held a captivating fashion show in the iconic Gashouder in the heart of Amsterdam, celebrating empowerment, individuality and cutting-edge style. Embracing the theme of "SHEROISM," the runway unfolded as a celebration of Hunkemöller’s movement that champions and honors female empowerment — a tribute to the confidence, courage, and collective strength of women worldwide.

Style icons like Dutch model & entrepreneur Vivian Hoorn, Dutch model and TV-presenter Loiza Lamers, ​ German TV-presenter and model Lola Weippert and UK TV-personality Georgia Steel graced the runway in the new dazzling Hunkemöller collection. Set against the historic Gashouder in the heart of Amsterdam, renowned for its grandeur and edgy atmosphere, the location provided a perfect backdrop for the Fashion show.

Every woman on the runway embodied the spirit of SHEROISM, filling the runway with a vibe that went beyond just looking good. They embodied strength, courage, and the unyielding spirit of progress, breaking barriers with each confident stride.

Adding a theatrical touch to the spectacle, Hunkemöller showcased an exceptional collaboration between models and dancers. Elevating the show to new heights, the performers, led by choreographer Malou Linders, seamlessly intertwined their movements with the models, creating a mesmerizing fusion of fashion and dance on a 10x10 Ledfloor stage. The choreography amplified the SHEROISM theme, weaving together a narrative that celebrates the multifaceted strength of women.

Patricia Beurskens, Director of Design, remarked: "Yesterday's unveiling of the new Hunkemöller collection showcased fresh designs, materials, and colors, seamlessly complementing your favorite fashion pieces and transitioning effortlessly from day to night. This season, style merges fluidly with seduction, with Green taking the spotlight as the standout color. In combination with refined and feminine Peach Parfait ranges, we are capturing the essence of classic lingerie hues, challenging traditional fashion norms and embracing the extraordinary ".

Hunkemöller's Fashion Show encouraged spectators to join the SHEROISM movement, embracing authenticity, voicing opinions, supporting each other, and celebrating diversity. It is part of the Hunkemöller "Atelier – Revealing the Magic Behind the Curtains," fashion campaign that launched Feb 15th. The campaign offered an exclusive peek into the intricate process behind the scenes and within the exquisite designs in the Hunkemöller collections.

The Fashion collection and a selection of the exclusive show items are now available through the Hunkemöller website and in selected Hunkemöller stores.
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Download the images of the show, campaign images and packshots here.

Nathalie Vriends

 

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Over Hunkemöller

About Hunkemoller

Hunkemöller is one of Europe’s leading and fastest-growing lingerie brands, with 850 stores across 21 countries. Founded in Amsterdam in 1886, the company has since developed into a pan-European omnichannel lingerie brand. Hunkemöller delivers perfect fitting, fashionable, high-quality bodywear products (bras, underwear, nightwear, swimwear, and other categories including fitness gear). Hunkemöller is a truly omnichannel retailer and has integrated technology into every aspect of the business; from customer profiling based on an extensive base of active loyalty program members, to a digitalized recruitment and training process for retail employees. The customer journey is at the heart of Hunkemöller’s strategy and has resulted in a seamless interaction between the physical and digital environment through its click2brick initiatives. Sustainable journey Together Tomorrow was launched in 2020, a name created to unite all activities that look after the planet and its people.

At Hunkemöller , women are at the heart of what we do; in our designs, our words, our behaviour. We inspire and empower women to be their most beautiful and authentic selves.