Dreaming in tangible luxury: this Amsterdam brand conquers the fashion world

What do you get when you combine Japanese dreaminess with Dutch common sense and a keen eye for aesthetics? YUME YUME recently made its debut at Amsterdam Fashion Week. Big names like Billie Eilish, Peggy Gou, and Bella Hadid have already shown off their designs, but this time the spotlight was on home soil.

What do you get when you combine Japanese dreaminess with Dutch common sense and a keen eye for aesthetics? YUME YUME recently made its debut at Amsterdam Fashion Week. Big names like Billie Eilish, Peggy Gou, and Bella Hadid have already shown off their designs, but this time the spotlight was on home soil.

The Dutch designer label is the face of a new international fashion generation. The Amsterdam-based brand, founded by Eva Korsten and Dave Hendriks, made its debut during the latest edition of Amsterdam Fashion Week. The label's name was no coincidence: Yume means "dream" in Japanese. This playful balance between imagination and reality is the common thread in their work.

Nature as a muse

The first show, Flora, made an immediate impression and demonstrated how YUME YUME's signature visual language translates to the catwalk. The label, known for its sculptural shoes and organic shapes, expanded its creative horizons for this occasion, finding unexpected inspiration in nature. A chance encounter with a praying mantis became the starting point. The insect, which effortlessly adapts to its surroundings, inspired designs that play with volume, texture, and form. The result: a collection in which flora and fauna subtly came to life in wearable works of art; from broad shoulders and oversized accessories to modern footwear.

What sets YUME YUME apart is not only its aesthetics but also the entrepreneurial spirit behind the label. Eva Korsten guides the creative vision and translates it into iconic collections, while her partner Dave Hendriks strategically positions the brand internationally. Together, they form a unique combination of artistic daring and business acumen, a duo working to create a strong, global label.

Since its founding in 2018, YUME YUME has achieved remarkable milestones in a short time. Fashion icons like Billie Eilish and Peggy Gou have been spotted in their designs, and Bella Hadid wore one of their shoes on the cover of iD Magazine. This international recognition demonstrates the brand's global appeal.