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Fashion and Denim

Enrolment is no longer possible for semester 1 2023-2024. The maximum number of participants has been reached for this minor.

Offers students with a background in; Fashion Branding, Design and Business and Development. We have places for a total of 21 students to be evenly distributed between all three dimensions. The minor is an immersive reality school group project to deepen student’s specialisation choice. The overall aim is to create and pitch a new denim brand to leading industry experts. The minor has an in-depth focus on the following:

• Knowledge of "The Denim World", including: History, the International Perspective, Technical Background and Social & Environmental issues

• Experimentation with Denim Innovation (from yarn and fabric, through wash finishes, garment design, production, marketing and branding)

• Application of brand strategy and communication skills 

• Application of design, business development and branding to achieve successful industry and commercial outcomes for a seasonal branded denim range

The program involves the development of personal vision and specialist skills via team and individual working and is closely linked to expert external and international partners; it therefore has various "live" and flexible elements that are subject to commercial parameters and input. Teaching will be via lectures, seminars, workshops and industrial practice.


The Learning Objectives are based on the 6 AMFI Competences.

1. Orientation/Research
a. Analyse and understand the design, business, brand and responsibility complexities of the "Denim World"
b. Identify, adapt and utilise the key influences and market trends relevant to the development of a brand

2. Decision Making
a. Prioritise issues, development and implementation according to the requirements of the critical path employed in the development of a project

3. Actualisation
a. Produce an innovative and responsible denim collection based on research, analysis, experimentation and collaboration with commercial partners to include branding and promotion

4. Presentation
a. Develop and deliver an engaging, informative and relevant brand and product proposition

5. Reflection
a. Holistically reflect and document personal capabilities and performance

6. Organisation
a. Determine and deliver individual responsibilities while working as part of a team
b. Work to industry deadlines


All students must have English knowledge level/ nivo B2/C1. The teaching and examination regulations of your own Bachelor programme apply. 

Students must have one of the following three profiles (6 AMFI students per profile and 3 HvA/Exchange/KOM);

  • Experience in the following fashion design skills: Pattern cutting, design & illustration skills, sewing skills, product development, collection building, digital skills: Illustrator and CADCAM
  • Experience in the following fashion branding skills: Copywriting and visual communication and graphic skills, brand and marketing theory, digital skills: Photoshop and InDesign
  • Experience in the following fashion business and development skills: Range plan, product development and technical packs, business and financial knowledge, sewing skills and pattern knowledge, digital skills: CADCAM and Illustrator



·         A Rough Guide to Japanese Denim, Compiled, edited and written by Guido Kerssens

·         Digital Fashion Illustration with Photoshop and Illustrator, Kevin Tallon, Batsford publishing, ISBN 978 0 7134 9058 9

·         Creative Fashion Design with Illustrator, Kevin Talon, Batsford publishing, ISBN 978 0 7134 90220

·         Technical Drawing for Fashion, Basia Szkutnicka, Laurence King, ISBN 978 1 85669 618 0

·         The Fashion Resource Book, MEN, Robert Leach, Foreword by Andrew Groves, Thames & Hudson, ISBN 978 0 50029 1320

·         Denim:  From Cowboys to Catwalks ISBN 978-1845131111 

·         Denim Style, Hors A. Friedrichs, Prestel, ISBN 978 3-7913-4956-5

·         Vintage Menswear, A Collection from The Vintage Showroom, Sims, Luckett & Gunn, Laurence King Publishing,

          ISBN 978-1-85669-883-2

·         Denim Dudes, Amy Leverton, Laurence King Publishing, ISBN 978-1-78067-418-6

·         The New Strategic Brand Management - Jean-Noel Kapferer (2008), ISBN 978 0 7494 5085 4, Free Press


On average 24 hrs/week.‚Äč

Contact hours change per week, depending on the phase of the minor, your own development of your products and the availability of (guest) lecturers.

The three phases are as follows but the overall expectation for this minor is 24 hours per week this includes individual and group independent study.

Research & Design: Average contact hours per week is 24

Product Development and Realisation: Average contact hours per week is 24

Commercial Presentation: Average contact hours per week is 11 (But in this period independent study hours are very high due to finalisation of the minor and preparing final presentations for industry. Also due to industry participation hours change and vary frequently.)


Assessment is against professional products including presentations in 3 phases, by assessors of AMFI and the Denim-industry:

1.    Research & Design                           10 EC

2.    Development, Process & Reflection 10 EC

3.    Commercial Presentation & Pitch     10 EC

The denim minor is a reality project-based education, and the program is reiterative in the design of assessments. Therefore, if you fail the first group assessment, the re-sit opportunity will be part of the sequence for the second group presentation check. The second assessment is the individual outcome, and the re-sit for this will be in the last week of the semester. If the final group pitch is a fail - you will not be allowed to present at the brand HQ. The group will re-sit the presentation together within two weeks.

If a student fails to successfully complete the minor in the period in which she took the minor it is possible to finalize the minor in a following period in which the minor is given.

If a minor is no longer offered or in case the minor is rewritten, the degree programme will offer students a further two opportunities to finalize this minor in the following year.

Aanvullende informatie

Costs: € 800

Questions about the minor?
Contact Jo Watson,
Contact Guido Kerssens,

Questions about the Kies op Maat-procedure?
Contact Jill Noteboom,

More information about the minor:

Applications will be processed in the order of receipt of signed learning agreements.