My first full role in fashion was leading all external communication for the Arnhem Mode Biennale, one of Europe's most prestigious fashion and art events, held in Arnhem, home to ArtEZ, the renowned Dutch academy for art and design that has produced some of fashion's most celebrated names including Viktor & Rolf, Iris van Herpen and Lucas Ossendrijver, menswear designer at Lanvin. The 2011 edition was curated by JOFF, fashion editor of Dutch magazine BLEND, and brought together over 100 designers including Prada with a set by Rem Koolhaas, Rodarte, Jil Sander by Raf Simons, Maison Martin Margiela, Nicholas Kirkwood, Thom Browne and Iris van Herpen. I was responsible for press relations and press tracking, organising events including the exhibition opening and ArtEZfashion shows, and was part of the editorial team for the programme book and catalogue.

The 2011 edition brought together over 100 designers including Prada with a set by Rem Koolhaas, Rodarte, Jil Sander by Raf Simons, Maison Martin Margiela, Nicholas Kirkwood, Thom Browne and Iris van Herpen, and was covered by Vogue, AnOther Magazine, Interview Magazine and W Magazine.

A personal note: the Biennale's founding co-curator was Piet Paris, the Dutch fashion graphic artist I worked with again in 2026 on his portfolio presentation at COKO Space Amsterdam.