At sixteen, after finishing my high school diploma with subjects like chemistry and biology, I made a choice that surprised many: I applied to the Amsterdam Fashion Institute (AMFI). I had always loved being creative but never imagined it could become a career or a field of study. At school, art was often seen as “just for fun,” something almost useless.. I’m glad I chose to follow my own path instead and didn’t let that belief shape my future.
Once accepted at AMFI, I faced one of the first big decisions of my creative journey: choosing between fashion & branding, management, or design. I remember feeling a mix of excitement and doubt; could I really succeed in design, having had so little experience in fashion or art? I knew I had a choice: play it safe, or take a leap and trust myself. I told myself to take the risk and fully commit to the path that felt the most challenging and inspiring. So I chose design, and looking back, it was the most rewarding decision I’ve ever made. That moment of courage set the tone for everything that followed, teaching me that sometimes the greatest growth comes when you dare to try.
During my studies, I learned how to develop collections, specialized myself in tailoring and pattern-making, and most importantly, discovered my own creative voice. In 2024 I graduated cum-laude with a collection that laid the foundation for who I am as a designer today.
Graduation collection "Silverlining" 5 out of 6 looks by Anne Tol
During my time at AMFI, I had the opportunity to intern at Tess van Zalinge, which gave me a deep insight into the fashion industry and showed me the value of experimentation, attention to detail, and craftsmanship. During my time there, I learned so much about making and design techniques, but Tess also generously gave me a window into how she built her own label. Observing how she collaborated, welcomed clients, organized events, and brought people together was truly inspiring.
After completing my studies and internship, I searched for a role where I could fully engage with the craft of making, creating pieces by hand and refining my skills, rather than producing numerous collections digitally. This led me to one of the few remaining ateliers in Amsterdam, Martan. A sustainable luxury brand, where I worked for almost a year as a designer and pattern-maker, focusing on the technical execution of collections. Exactly what I had envisioned for myself after graduation. At Martan, I experienced working closely within a small team, learned many new techniques, and was able to guide and support others along the way. I also developed a deeper understanding of what it takes to run a business. I witnessed firsthand how challenging, yet rewarding it can be to create sustainable fashion in a world dominated by fast fashion. I’ve always been impressed by how Martan successfully translates their values into their collections and has grown so quickly while staying true to their vision.
All of these experiences, from studying and experimenting to interning and working in the fashion industry, became the foundation for everything I do today. They shaped not only my skills as a designer and maker but also my understanding of what it takes to create meaningful, intentional fashion. This foundation eventually led to the birth of annajohanna, and in my next blog post, I’ll share the story of how I started my own label, who I design for and the purpose behind my work.
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