This Is Fashion, dubbed by founder Sander Kooger, a leading Dutch tech entrepreneur, as the ‘Netflix for Fashion,’ is launching a 75,000 Euro crowdfunding campaign on IndieGoGo today.

This Is Fashion, a global fashion app combining print and film materials in one application, is the first of its kind, he said. Initially developed as a research app for fashion schools- several of which are partnering with the company at launch- This Is Fashion has been developed over a period of three years by Mr. Kooger, a self-confessed tech-nerd who wants to apply his tech know-how from the banking sector to fashion. Based in Amsterdam, Mr. Kooger has a long-standing career in developing tech platforms for the finance sector. (For more details see below).

Three years in the making, Mr. Kooger fell into the fashion sector through a collaboration with Tommy Hilfiger. His impetus for developing the platform was a subsequent magazine project with fashion students at the Amsterdam Fashion Institute. They brought to his attention the need for a one-stop-shop for research online, combining print and moving image materials about fashion. This Is Fashion has developed an app combined with an archive. Their mission;  Make it date back to the 1800s.

Said Mr. Kooger: “I always worked in building tech and designing networks for banks and financial institutions, A project at Tommy Hilfiger got me familiar with the world of fashion. I noticed that there is a big gap between both tech and the fashion world, and made it my mission to find out how to bridge it.”

He adds: “Later, after an attempt to set up an intern driven magazine called Modelboard Magazine, I had two students complaining about not having access to materials to finish their assignments. The told me that it was hard to access vintage magazines, and even if they could get their hands on it that without Google like search functions for paper magazines, it was hard to find what they were looking for.”

The students thought Mr. Kooger was the man for the job. “They said, ‘Sander you are a nerd, go fix it,’” he recalls. “Mr. Kooger went so far as to move out of his apartment and live in a caravan parked next to his office in Amsterdam just to lower his financial footprint to help get the job done.”

“Zero-waste,” he said. “I started looking for a solution. At first, it was just an archive with an all media search function. But quickly I discovered this was not viable financially because of the sheer costs behind the digitization.”

He did some more research.

“I found a solution by pivoting the product to appeal to a more mainstream audience while keeping the initial idea intact,” he said. “The result is what I call the ‘Netflix for Fashion.’ There is a simple search engine for regular content consumption and an advanced engine for research.”

According to Mr. Kooger, This Is Fashion is a world premiere: “There are a number of platforms out there, but none of them are tailored to do what we do. I found out that the combination of magazines, books, premium video online, and our archive effort; dating back to the 1800s, is not available in the fashion industry at present.”

Archiving Fashion History

“We have also differentiated ourselves by building a global fashion heritage archive with our #SavingFashion initiative, a first in the fashion world,” he said. “A large part of our crowdfund campaign has a focus on this type of heritage content.”

Meet The Team

Mr. Kooger has assembled an advisory team that includes;

Bert Heitink, a board advisor for large corporations and online security specialist;

Michael Mc Nutt, a partner in leading litigation and arbitration law firmLazareff Le Bars SARL;

Chris Llewellyn, former CEO of FIPP the network for global media, and a publishing expert.

Jean-Baptiste Andreani, Managing Director IFA Paris – Specialized in Fashion, Academic Business Development and Program Engineering

First Partners

Fashion Schools investing at launch, include ISEM France, IFA international and Esmod International.

Said Leslie Teboul, Director, ISEM, Paris: “Fashion culture is essential to succeed in the sector. The idea of this partnership is to offer our student an innovative digital tool to expand their research.”

Added Jean-Baptiste Andriani, Managing Director, IFA International: “This is Fashion is the perfect pedagogical tool for millennial students as it blends the apprenticeship of our fashion heritage with the latest tech platform.” – Jean Baptiste decided to add more than funds to This Is Fashion, he stepped up and joined the advisory team.

“I am a nerd that took an unforeseen turn and got lost in the world of fashion. Looking for a place where my skills would contribute to the fashion world, This is fashion is that place to me,” said Mr. Kooger.

What is This Is Fashion?

This Is Fashion is a global online fashion archive that brings all worldwide fashion lovers to access to all fashion media content. A library is filled with Catwalks, Magazines, Films, Documentaries, Books and Lookbooks dating back to the early 1800’s. a Netflix for fashion if you will. Their goal is to make all fashion content available for a wide public, vintage or the newest editions. To do so they collaborate with film-studios, brands and publishing-houses like for example Marie Claire, Grazia, Chanel, Elle and other major players in the fashion world. Their services enable fashion lovers to read and find all international fashion media against a lower price and they offer publishers exciting new revenue models on their archives and recent editions.

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IndieGogo- #SavingFashion Campaign

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