Fashion is about people. It involves perception, self-expression, attention, memory, creativity, communication, and social interaction. Fashion reveals and shapes our emotions, personality, and culture, and vice versa. It reflects how we see the world and how the world sees us. Although fashion is an exciting, creative and dynamic industry, it faces severe environmental and social challenges. Fashion needs now more than ever its powerful voice to respond to the social and environmental issues it has helped create.

Network of Minds (UK/NL)
Within this complex and transforming fashion world, Janne Baetsen created MIND FASHION: an experimental voice & holistic [un]Framework for Fashion that connects different minds in - among others - Design, Psychology, Cultural Economics, Philosophy, History, Technology and Marketing Communications.

AIM: To challenge boundaries and provide a refreshing voice and holistic lens to look at today's fashion industry, generating a deep understanding of the human nature and nurture of fashion and its effect on the world.

Image: Jo Cope/photography Michelle Marshall

Go to MIND FASHION >

As a speaker and guest lecturer at among others Het Nieuwe Instituut, Erasmus University, FASHIONCLASH Festival, MOOI Festival, Creative Futures, Women of Wearables, London College of Fashion and Nottingham College, Janne loves to share her views on the world.

Subjects that are part of her dialogues and conversations:
- How fashion exists beyond static garments, catwalks, labels, stores and closets. Challenging and rewriting well-known borders, systems, disciplines, definitions and beliefs by revealing a Fashion DNA that is made out of more than threads of fabrics.
- Dissecting the ever-evolving relationship with technology, unearthing the impact it has on the global industry and how consumers as well as designers may experience new and creative futures from a anticipatory perspective.
- Providing new perspectives on the route of innovation, marketing, fashion, future building blocks (for the long-haul), today's identity crisis and global insight.
- Addressing relevant ‘hot topics’ including but not limited to fake news, artificial intelligence, imagination, education, inclusivity, luxury, creativity, and progress.

The 3rd edition of Museumnacht Maastricht was quite the night, a night Maastricht might not have experienced before! Over more than 4,000 art lovers enjoyed a mind blowing Art meets Clubbing programme that took over the city of Maastricht. There was something for everyone, young and old, fortune-seekers and those dogged by bad luck, Maastricht party people and worldly art wanderers, hard-core Museum Night fans and newcomers. Between 8:00 PM and 1:00 AM people could enjoy experimental art, gorgeous strippers and intoxicating jungle dreams, in-your-face performances, mesmerising music, historical artefacts, stunning collections, exclusive workshops, tours and artists’ talks, striking archaeological finds, cutting edge video art and energising drinks, bites & beats at 13 art venues spread across the city.

Janne Baetsen was responsible for the overall organisation, creative concept & community development and tone of voice in collaboration with the participating art venues.

AIM: to [finally] present a side of Maastricht no one might have experienced before as well as the power of collaboration and art!

Image: Sem Shayne

Fashion matters, to our economy, to society, and to each of us personally. Fashion is, besides a billion-dollar industry, the most immediate and intimate form of self-expression. But, it also has its dark side: environmental impact, exploitation of workers, and impact on self-image. Today’s world of fashion faces many challenges, which will only be increasing in the future.

Janne developed a plan for FASHIONCLASH to present an interconnected and sustainable fashion voice for a better future.
Download ‘Fashion Makes Sense’>

AIM: To engage in a dialogue with the audience (consumer-designer-industry-education) to improve insight and engagement on the topic sustainability, with the belief that no change will be possible without interaction. How? By starting to make the connection between what we (need to) value and what we wear and by re-establishing the connection between creator and consumer. By showing fashion for its beauty, creativity and entrepreneurial spirit, BUT with addressing its flaws, disconnects and contradictions.

Janne's love for creativity is huge. Therefore, one of her aims is to support upcoming and established artists (pro Bono) to allow their work, mind and business to flourish. How? By helping them with marketing communications, by connecting them with a necessary network, or by being a challenging sparring partner.

Two of her favorites:
- Artist Olfa Ben Ali with her non-profit magazine RE FUSE Magazine that hijacks the traditional language of fashion to raise different social issues.
- Photographer Sem Shayne with his project ‘CALAISFORNIA, the European Dream’, in which he shows the absurd situation of both worlds meeting each other in Calais, France.

Janne Baetsen developed ‘The Fashion Dialogue’ as part of her vision for the [un]Framework of MIND FASHION. Janne invited internationally-renowned guests José Teunissen, Adam Peacock, Dai Rees, Ben Wubs, Mariangela Lavanga, Maaike de Haardt, and Susanne Vegter to be part of this unique conversation about the role that fashion plays in individuals' lives, our society, and today's economy. It took place during FASHIONCLASH Festival.

AIM: To offer the stage to a multi-disciplinary [un]framework and voice for fashion by opening up a dialogue between experts in - among others - Fashion Design, Technology, Cultural Economics, Arts, Religion, Business History, Higher Education, and the Fashion Industry.

Different visions, values, systems, and questions; will they clash or are we (humans) searching for the same solutions and like-minded answers?

Image: courtesy of artist Flora Borsi

The impressive and monumental Basilica of St. Servatius radiates full of faith and history in the heart of Maastricht.

To put an online spotlight on Maastricht's greatest treasurers Zuiderlicht commissioned Janne to develop the online tone of voice, inviting everyone to step inside, take part in one of the many celebrations or admire the many treasures, traditions, architectural gems, stories, and communities that are hidden behind the doors of Sint Servatius.

www.sintservaas.nl

Driven by her fascination for human innovation, Janne Baetsen initiated a collaboration with students of the University of the Arts London (UAL), London College of Fashion on the topic ‘Fashion makes Sense’ as part of a Collaborative Unit Project.

AIM: To challenge students to research the engagement between fashion and the body/senses from different perspectives. They needed to engage with the public on the issue: How can fashion (designers, consumers, and the industry) nowadays connect with the body and human beings instead of being just a simple aesthetic of a symbolic phenomenon?

Image: Caroline Zaidan

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One community, one concept, one label.
Maastricht Made. Using creativity to empower people and contribute to a society for all ages! Following the project and vision behind 'Let's (ad)dress the people' (2016), FASHIONCLASH and Tout Maastricht joined forces yet again for a new social design initiative. Janne Baetsen was responsible for the concept and creation of the identity 'FabricAge', as well as establishing an interconnected marketing strategy.

AIM: To establish a unique fabric design playground which emphasises on the active participation of the elderly and traditional crafts, bringing together the arts and crafts of textile design with the tangible, and intangible heritage of our culture. FabricAge will facilitate communities of all ages to come together, to connect through creativity, to share knowledge, to gain meaning and to become visible to society through the creation of art.

m²: city of creativity
Janne Baetsen developed a marketing community concept for 'Made in Maastricht'. Targeting the groups Collaborations (stakeholders & initiatives), Consumers & Customers, Citizens, Companies and Creative Minds + following the process of Connect - Collaborate, Communicate & Create ∞. 

AIM: To present more than just a label or name for the creative city of Maastricht. It focuses on a distinctive brand that will bring people together with an enduring and shared vision that not only strengthens the brand but builds community, culture and contributes to a creative economy. The concept provides a framework for the municipality to connect and empower its community. How? By simply revealing what is already there, by telling stories, sharing pictures, revealing locations, showing faces and supporting it with figures and results. 

1 Night, 13 art venues, 130 artists, 125 performances, 17,500 m² of art, drinks, bites & beats and 1 afterparty! Museumnacht (Museum Night) Maastricht is just around the corner: Friday 7 April 2017, to be exact! Following the overwhelming success of the first edition, this year's edition will see thirteen Maastricht art venues open their doors from 8:00 PM to 1:00 AM! One ticket gives you a night filled with eccentric contemporary art, valuable historical artefacts, mind-blowing performances, striking archaeological finds, cutting-edge video art, and musical tunes in the heart of Maastricht.

For the second time Janne Baetsen had the honor to inspire and coordinate this unique event and to make sure people don't miss this one-of-a-kind, Maastricht-by-night art experience!

Taste the good life!
As of November 2016 Janne Baetsen has been approached by the Council of Harrow (UK) to advise them on the brand development of Harrow. Her aim: to position Harrow as a vibrant hotspot for food, drink and gastronomy, a desirable destination and an attractive place to live, work and invest. The brand will help to target investors to encourage more, better quality, food and drink venues. At the same time, it will work to shift the perceptions and behaviours of locals, with a focus on health, wellbeing and satisfaction.

AIM: To develop a wider strategy concentrating on the four key areas: awareness, investment, health, and pay. Create an evocative destination marketing campaign around gastronomy aimed at both a local and regional audience. Focus this campaign further, adding depth and specific details, to increase food investment in the borough. Encourage healthier behaviours and food options by targeting both brand and investment on, and perhaps even incentivising, healthier choices. Similarly, use the campaign to explore the benefits – both local and business – of fair pay. 

This wider project could make Harrow the first borough and council of London to successfully develop a stand-out community branding strategy that strengthens its distinctive identity.

Organic food, bread, fat, sugar, fruit, vegetables and the importance of multivitamins. Healthy food & diets trends and do's & don'ts come and go. Media, nutritionists, authorities, food bloggers and the critical consumer put the spotlight more than ever on health & food. But it's striking that restaurants and their chefs are still mainly focusing on food innovation regarding the development of new flavours and cooking techniques. Crossovers with Nutrition & Health Science are not on the menu.

Challenging and inspiring enough for Janne Baetsen to work with Jean-Marc and Christophe Beaumont, the owners of Twin Peaks Hospitality and restaurant Harry's, to initiate the first 'Flavour vs. Health & Nutrition' experiment in their kitchen.

AIM: to create the ultimate combination of healthy food, culinary quality and tasty flavours. AND set an example for other restaurants to introduce healthier food without losing taste or quality. 

CONNECT, COLLABORATE & CREATE: some of Janne's favourite words! And an exciting opportunity to connect Maastricht and London.

AIM: to develop, promote and realise the social design project C3: Diversity, that provides a challenging platform for creativity, knowledge and research. A project in which the visions of Made2Measure (Maastricht University), Maastricht Academy of Fine Arts & Design (MAFAD), Forza Fashion House Maastricht (FFH), London College of Fashion (LCF) and 6 different designers connect, collaborate and create. Stimulating the creative industries within the city of Maastricht and building a lasting relationship with creative minds and entrepreneurs around the world. 

The project was part of the Maastricht Conference on the Cultural and Creative Industries (MCCCI). 

THE DUTCH! Janne Baetsen jumped at the opportunity to put a classy PR spotlight on this lovely, crazy and funky new kid in Maastricht town: Hotel The Dutch. Although the name suggests otherwise, you’ll find here everything except Delftware, wooden shoes and tulips. At The Dutch, situated in a beautiful mansion in Maastricht, you imagine yourself back in the ‘80s of today. A place that Madonna then and now would enjoy to the fullest.

AIM: to save everyone from another ordinary night! AND a lot of free publicity and the right attention this extraordinary hotel deserves. Vogue, Elle (Deco), Petite Passport, Elsevier, Volkskrant, Cosmopolitan, Vrouw Telegraaf, Villa D' Arte, YourLittleBlackBook, NSMBL, Amayzine, Marie Claire, Bart's Boekje, Grazia,... 'The Hoff' would be proud!

Fashion House Maastricht is the place for rising local and national talent; where networking, knowledge, art, and creativity, are connected, and the collective is as important as the individual. Fashion House Maastricht is the key to creativity, innovation and reality, and forges the link between education and the professional world.

AIM: Within this concept, Janne Baetsen played an important role for the development of the format in collaboration with FASHIONCLASH, MAFAD and Fashion Council NL. Her aim was to reveal a new vision for design, production, retail and education, with a focus on building a ecosystem, that creates a space for the close collaboration between these four important pillars of the Dutch fashion chain. FASHIONCLASH is responsible for the day-to-day organisation as of August 2017.

Every year at the end of June the city of Maastricht is host for the international and interdisciplinary fashion festival FASHIONCLASH (voted #TOP 10 Independent Fashion Weeks worldwide)

The 4-day festival program - complete with fashion shows showcasing upcoming creative talent, exhibitions, fashion film, theatre and dance performances, lectures, workshops and dynamic side events - gives promising young talents from across the globe the opportunity to present their work to a diverse international audience and fashion industry professionals. The 9th edition of the festival, which took place from 29 June-2 July 2017, showcased more than 150 talents from all over the world.

From the first edition onwards, Janne Baetsen has behind-the-scene supported the organisation of FASHIONCLASH with innovative marketing, business and creative concept development, and as a PR specialist & city connector.

Marres is a House for Contemporary Culture located in the heart of Maastricht. Marres develops with artist, musicians, designers, chefs and perfumers, a new vocabulary for the senses. In addition to bringing an active program of exhibitions, presentations and performances, Marres also features a beautiful garden and a fantastic restaurant. 

AIM: to work as a 'sparring-partner' and city connector during various highlights such as Levi van Veluw: Relativity of Matter (Fall 2015), Ferran Adria: Notes on Creativity (Spring 2016), and Marres Tourist Office (Summer 2016).

Only love for others! Pick a Brain is the perfect mix of 'Creativity, Concept & Collaboration'. Taking the time to challenge our minds to let it surprise us. In the past, Janne Baetsen has 'picked a brain' together with other creative minds and projects such as Design Day, Bureau Europa, Marres, Erasmus University, Susanne Vegter, Zuiderlicht, Adam Peacock, Jo Cope, DocFest, and many more. 

One of her favourites has to be La Bergere Group; always buzzing with new (hotel)concepts that leave a creative mark wherever their minds go. From Townhouse Designhotel and Qbic to St. Martenslane, Kaboom Hotel and the Green Elephant. 

Maastricht stands for André Rieu, the Preuvenemint and Slevrouwe. But also for impeccable style and endless new and existing talent. Full of craftsmanship, quality, history and authenticity, mingled with the well known Maastricht elegance. To be honest, his city has a distinctive creative personality that needs to be seen!

AIM: to reveal authentic fashion, design and craftsmanship together with the City of Maastricht and its partners, and to put a bustling fashion city on the map, as an outspoken fashion city for the industry and creative designers.

The first edition of Museumnacht Maastricht (April 15th, 2016) turned out to be a success: over more than 3.000 visitors enjoyed an evening of exciting art, unexpected encounters, performances, new locations, workshops, mini tours, sneak previews, drinks and beats! Together with the various participating museums, Janne Baetsen had the honour to showcase the city's cultural capital at ten different cult spots. With a clearly set-out programme booklet and the hop-on-hop-off bus service, no-one had to miss a thing! 

Twice a year, for two whole weeks, over more than 20 restaurants in Maastricht - specialising in a range of cuisines - offer a three-course meal for €25.55 per person during the restaurant week ‘Maastricht aan Tafel’ (Maastricht Dining Experience). And it's a finger-licking, lip-smacking feast!

AIM: to initiate and transform 'Maastricht aan Tafel & aan de Bar' together with Maastricht Culinair and Les Tables into a powerful tradition for the gastronomical capital of the Netherlands as of 2009.

Quality vs. quantity. A small amount of precisely targeted and personalised messages aimed at the right audience will be much more efficient.

AIM: the specially handcrafted and handwritten travel notebook send to not more than 40 travel journalists & bloggers got the necessary attention AND publications.  

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