On Friday, September 2, Lichting 2022, the debutante ball for up-and-coming fashion talent, took place at Capital C in Amsterdam as part of Amsterdam Fashion Week. The ten best graduates of the Dutch fashion academies presented themselves to an international professional audience and panel.

Ruben Jurriën, an AMFI graduate, was chosen by a panel of fashion professionals as the most promising talent in the Netherlands. He won the Lichting 2022 award worth 10.000,-, his own show during Amsterdam Fashion Week, and legal guidance from Van Kaam IP, Media & Privacy. In addition, all candidates (Bryan Borghans, Denzel Veerkamp, Enzo Aït Kaci De Tandt, Lotte de Jager, Pablo Salvador Willemars, Rosa Kampinga, Rowen Lammers, Ruben Jurriën, Signe Munch Grønlund, and Tara Hollander) receive a spot on the platform of Not Just A Label and the opportunity to show a fashion film during the Fashion Film Festival Amsterdam.


With his collection “Suit of My Heart!” Ruben aspires to encourage and support the wearer to break free from all the rules and standards that govern clothing in our society. By using and twisting elements from classic suits, the collection serves as a playground to challenge gendered clothing and limited sizing in fashion. The designer works with one size fits all pieces and two sizes for pants, adjustable from XXS to XXXL, Ruben says, “It makes me sad when clothing is only available in limited sizes because the designer or the brand tells you that this clothing is not for people with smaller or larger sizes, as if they should not be a part of fashion.” Jurriën describes his style as Femboyant: gender-free and flamboyant. Why, “Because… well why not!”

This year’s panel was formed by Isabella Shepherd (E-commerce curator Not Just A Label), Karime Salame Sainz (Textile & Fashion Designer), Anil Atalan (Co-Founder Fashion Film Festival Amsterdam) and Nayeun Kim (Digital Editor SLEEK Magazine and E-commerce Consultant). They met all participants during intensive panel pitches and spoke at length about the work and vision of the participants. The panel crowned Ruben Jurriën as the winner of Exposure 2022. The panel praised Ruben for both his authentic and sincere concept and his polished collection. “Ruben brings a breath of fresh air to fashion with his childlike enthusiasm and innovative thinking. He spreads a message of love and positivity through a well-executed collection.”

Lichting was created to build a bridge between the academies and the fashion industry, where the best graduates of the Dutch fashion academies present themselves and their work to a select group of professionals and press. The purpose of Lichting is to offer promising talent a springboard to a viable career. Lichting is an initiative of Amsterdam Fashion Week and HTNK International and is supported by Meester Koetsier Foundation and Van Kaam IP, Media & Privacy.