MOAM FOR HEMA
"Being part of the collective MOAM, the chance to work with established names from the Dutch Fashion Industry and to design a collection for Dutch warehouse Hema is a summary that you couldn’t miss!"- Tess van Zalinge
The design collection MOAM for HEMA is the perfect base for a Dutch wardrobe. This 20-pieced collection is designed by four designers from the MOAM collective with the design-principle “A comfortable and trustworthy collection for the Dutch consumer”. The collection was available in more than 200 stores in The Netherlands.
The collection consists out of refined fashion items for women such as a colbert, blouse and a little black dress, but also stylish designs for men, like a shirt and a knitted cardigan. Next to this, the collection consists of several unisex pieces such as a bomber-jack and a sweater. Last but not least, MOAM added lifestyle products including a planner, towels, socks and a shopper.
The MOAM for HEMA collection consists of 20 pieces, but can be used in 90 different combinations. The design collective MOAM for HEMA was assembled by initiator Martijn Nekoui and consists of fashion alumni Dewi Bekker, Sanne Faber, Julie de Ruijter and Tess van Zalinge.
The collective is coached by Frans Ankoné (Avenue and Vogue), Peter Leferink (head design AMFI) and Mariette Hoitink (HTNK, Jeans School). Also other established names from the Dutch fashion industry such as Frans Molenaar, Olcay Gulsen, Claes Iversen and editor’s in chief from LINDA. magazine Jildou van der Bijl and Iebele van der Meulen supported the collective by sharing their knowledge and experience.
“We want to bring design to HEMA, a not so obvious choice. But the simple style of HEMA combined with fashion- and high quality from MOAM made an excellent collection possible” – said Martijn Nekoui, initiator and owner of MOAM. “It can be worn by young girls and hipsters, but at the same time also my mom and her neighbour, and that was the exact point; accessible fashion”.
The ‘rookworsten-shirt’ was the best seller and sold out within an hour.