Life was brought back once more into De School during Amsterdam Fashion Week by fashion label Johnny Blood during the showcase of their latest collection Ephemeral. De School, a global symbol of electronic music and art, closed its doors in January 2024, having earned recognition as the 39th best club worldwide in 2020. The iconic venue was celebrated internationally for its role in Amsterdam’s cultural and nightlife scene.
With their latest collection, Ephemeral, Johnny Blood pays tribute to club culture and its rich diversity. Clubs often serve as the heart of subcultures, where members shape their own norms and values. This spirit is reflected in the collection’s long, elegant silhouettes, which were layered with no clear hierarchy of outer and inner pieces.
Founded by sisters Maaike and Lizzy Bouwman, Johnny Blood was born in the very heart of De School. Their studio was even located within its walls. No wonder that the raw and intense atmosphere of the club were a significant influence on their designs.
We see a corset styled beneath a mesh one-piece. Traditionally associated with feminine ideals and creating an hourglass figure, the corset’s new placement transforms it from a symbol of femininity into a subtle, integrated part of the look.
Although De School has closed its doors since January 2024, their zero picture policy continued to live on as it was still put into action during the showcase. Guests were encouraged to be present in the moment without any electronic distraction. The fans found on the runway seats, with the brand’s logo printed on them, were another subtle nod to the club’s legacy.
“We honor the spirit of the club, where memories are captured by the mind, not the lens. We ask you to embrace the moment—no pictures, please.” Johnny Blood
Another playful touch is a nude mesh hoodie dress. Mesh fabric typically balances between covering and revealing, but in this design, the nude color creates a paradox. The garment serves as a cover while simultaneously giving the illusion of bare skin.
As the final model exits the runway, a quiet excitement builds in the crowd. After seeing the gritty, bondage-inspired looks—draped in chains and mesh—with a fan in their hands, guests seem ready for one last iconic night in a club lost to changing times. Is it really happening? One more night at De School, just because? With the bar still open, and a manned DJ booth, we might have.
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Author: Kelly van Gemert (@jawclenching)
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