Last week, Barcelona-based label LAAGAM made its return to Amsterdam, marking another chapter in its quiet but steady infiltration of the Dutch fashion scene. Far from a glossy PR stunt, this was a low-key convergence of creatives: editors, stylists, and long-time allies of the brand, including Maria Smota, model Ies Hoogeveen, stylist Lissa Brandon, and the ever-visionary Ginneynoa, among many others. The vibe? Less fashion circus, more family reunion with good taste and better lighting.
Before Thursday’s main event, LAAGAM hosted a two-day private showroom at Hoxton Lloyd. Think of it as a soft-spoken flex: an intimate setting to present the latest collection without the noise, focusing on conversations rather than conversions. The one-on-one format served the brand well; it was more about shared vision than selling clothes. Editors and stylists came through, not just to browse racks, but to engage in what LAAGAM does best: building style narratives that feel personal, not performative.
The final gathering in De Pijp turned out to be a full-sensory experience. Raw-toned fabric draped the space like a cocoon, setting the tone somewhere between ritual and runway. Projected behind the DJ booth: Salomé, a surreal black-and-white fever dream of a film, anchored by a female lead who felt eerily on-brand, powerful, mysterious, and magnetic. LAAGAM teamed up with Tony's Chocolonely, whose riotous colour palette and social mission offered the perfect chaotic-good pairing. It is no coincidence that the Netherlands is LAAGAM’s second-biggest market.
