Our Take —
Code is specific for a number of reasons. For a start, it is strongly connected with publicly funded efforts to regenerate Amsterdam’s infamous red-light district in the heart of the city as a hub of young Dutch fashion creativity. As the hookers are moved out, the fashion kids are moved in. Secondly, as the name indicates, it comes from a Dutch position – mostly arising with the art world and local fashion teaching institutions with their conceptual approaches to fashion- in which fashion can be something documented rather than prescribed.
In this mindset, in which fashion is something that belongs to society and not the authorship of individual designers, numerous practitioners in the Netherlands have engaged with documenting and profiling the dress codes encountered in daily life rather than prescribing what the public should wear.
Code originally raised the same discussion in the form of a magazine. Time has seen Code move from being an experimental project to a mature, zesty mag with a youthful identity. The original tenet of engaging with real people and existing scenes is the thread that draws all disciplines – fashion, design or lifestyle- together with art direction that is compact and energetic without being fussy.