City Of AntwerpProjects


Artbuying & creative production


“Dressed by Antwerp” is an initiative of the City of Antwerp to put fashion on the national & international map.


For the first year we did with Duval Guillaume a traditional advertising campaign with Elodie ouedraogo and Tom Smith from The Editors. Photography by Zeb Daemen.


The year after, Antwerp wanted a bigger story, but how do you get to Lady Gaga?


I asked Tom Eerebout (stylist of Gaga) to collaborate with the 9 masters of the fashion academy and design an outfit for Gaga This completely online in a full pandemic.

The masters had just been told there would be no year-end show, so this opportunity came as a gift. They were accompanied by Tom, who was also in contact with Lady Gaga

After a cash prize, the winner (Florentina Leitner) also made the outfit so that it could be sent to Lady Gaga.


And, one fine Saturday night, she decided to wear the coat and did a post on IG.

Since she knew about the project, she wanted to support the young people, she signed the post with #dressedbyantwerp @florentinaleitner

The post reached all the national press, and there was also a lot of international attention

The post had 1,500,000 likes in no time.....


An authentic way of advertising where we also supported the master students in corona times.


See the Making Off :