OUT OF THE ORDINARY: Because Average is Awesome

out of the ordinary A compendium of archetypes of the average Dutch female consumer

The Mob Wife

The Event Planner

The Local Tabloid

The Girl Next Door

The Single Student

The Hip Housewife

Average is Awesome: Giving Ordinary a Face In accordance with the Premsela Institute of Dutch Design & Fashion

extraordinary A compendium of archetypes of the average Dutch female consumer This compelling and eclectic manual of enyclopedic nature features several different archetypal consumer profiles. As well as facts, figures and references you never knew, needed to know or cared for, making this compendium far more than just an interesting read. And Premsela agreed. As a renowned institute they are constantly documenting and archiving fashion and design in the Dutch climate. There’s no moving forward if you don’t look back.

Therefore, this compendium is vital in not only painting a present picture, but also a possible future one.

So what makes this compendium different from and more vital than other demographic research? Whereas most research is done to deduct an average, this compendium focuses on going beyond that notion. It will become clear that the 6 different archetypal women all belong to the same tribe, the average Dutch consumer, but that there are distinctions to be made within that broad group of females. Instead of trying to put them back into the same box, like most research is focused on, this compendium allows each of them to have a face. And maybe more importantly, a voice.

exhibitionary An overview of chapters and its accompanying exhibits

confessional An explanation of why, how and where this compendium was created

archetypal Introducing the 6 different profiles of the average Dutch female

Reason for Being

011 - 015

004 - 005

Methodology

016 - 019 Fashionology 020 - 023 Decorum

006 - 007

Facts & Figures

001 - 003

025 - 029

referential Presenting an extensive overview of references used in curated and categorized order 098 - 103

Online

102 - 109

Events

110 - 115

Leisure

116 - 119

Art

120 - 121

Branding

122 - 131

Fashion

Roxanne de Greef

Mieke Hekelaar

030 - 033 Fashionology 034 - 037 Decorum 039 - 043

Shirley Henraat

044 - 047 Fashionology 048 - 051 Decorum 053 - 057

Joke Verwegen

058 - 061 Fashionology 062 - 065 Decorum 067 - 071

Nienke Kleyn

072 - 075 Fashionology 076 - 079 Decorum 081 - 085

Miriam de Jong

086 - 089 Fashionology 090 - 093 Decorum

The compendium is categorized in three main parts. Confessional provides you with vital background info and explains the reason for being. Archetypal will present the final six archetypal consumer profiles, whereas Referential will offer a variety of references that are used in creating this compendium.

archetypal decorum

011-023 Roxanne de Greef

025-037 Mieke Hekelaar

039-051 Shirley Henraat

053-065 Joke Verwegen

067-079 Nienke Kleyn

081-093 Miriam de Jong

Each consumer profile is built up in such a way, that it looks similar to the one before in terms of lay-out, yet the content has changed. This makes it easier for the reader to look for specific information in specific places as well as emphasizing both differences as similarities within each profile.

confessional An explanation of how this compendium was created

The first question that was raised is if there is even such a thing as the average Dutch female consumer? In order to answer that, one needs to have a sense of what it means to be A) Dutch B) Average C) Female. And so, in keeping with this broad perspective, the research started off as quite wide. One part consisted of gathering data, facts and figures in order to establish statistics that could be relevant in uncovering what is “common�.

The other part required a personal documentation of women in general, how they dress, in what way they distinguish themselves from others and what characterizes them as females. In doing so, one is able to set a state of mind. This results in being able to cluster women in groups, that might not look or dress like each other but share the same set of values. The fact they can be classified as average women does not mean they are interchangeable, that there is only one type of ordinary Dutch woman. There are far more and this compendium uncovers them.

raison d’être

So why chose a topic like the average Dutch female? Why not a more pronunciated subcultural group, one that has a strong link to the world of fashion, such as goths, hipsters or emos? Why try and visualize such a broad and undefined territory?

After all, this compendium is part of a graduation project for the Amsterdam Fashion Institute. Certainly not a breeding place for the average and common. In fact, the Fashion Industry has despised anything “normal” to begin with. It is a place where misfits and other “deviants” can find their common ground in individualism. ‘I stand out therefore I am’; shunning the average Dutch female who has no intention of dressing up extravagantly. They’re looked down upon and have to deal with snide remarks about their ill-fitting jeans and windbreakers. On top of that, people’s perception of what is real and normal has drastically changed ever since the

Therefore, many people confuse the term average or ordinary with less civilized individuals. This only confirms the fact that being described of as, say average, is not deemed as a compliment but rather an insult nowadays.

Breaking Stereotypes by Creating Archetypes arrival of reality TV, which has offered a fake slice of life. What is shown on there as average often has to do with a class or culture difference within the group of people on display.

003 Confessional / Reason For Being /

This compendium will change all that, putting the ordinary Dutch female on display as a work of art instead of a curiosity. It will provide authentic insights into their consumer behavior as well as their personal life, painting both a present picture as a possible future one.

methodology

So where to look for the average Dutch woman? To give more direction it would be best to focus on the outskirts of Amsterdam. This helps to establish the parameters of the research as well as to provide with a consistency. After all, an average woman in Limburg can differ from an average woman from Zaandam.

Therefore the research would revolve around cities like Purmerend, Amsterdam North, Diemen and Osdorp. Another important element would be to find these women in their natural habitat.

This brought the research to more local residential areas with its malls, supermarkets and drugstores. Staked out undercover and armed with a camera, the research followed women in the wild.

Inspired by modern day photographers like Juergen Teller, the images captured should not only depict the topic but also implement a sense of voyeurism. To get the feeling one is taken on an adventure around the country, like a Western safari,

Another part of the research consisted of providing international students as well expats staying in the Netherlands, with a questionnaire. Here, they could submit what they thought was typically Dutch or anything else that caught their eye during their stay.

A Week Of Supermarket Stake-Outs only without a jeep, guns and exotic animals. Instead, the prey is the average Dutch female and the gun is replaced with a camera.

004 Confessional / Modus Operandi /

This resulted in a 3-dimensional character profile which in turn could be used in the quest to find several archetypal consumers.

For example, if one of the findings were to be “All women wear black tops�, the reason why could differ per archetype.

consumerism

The average Dutch female is 43 years old / She wears a size 42 / She has an average weight of 80 kg / Over 50% of all women have cup size DD or up / Her favorite item of clothing is jeans / The average woman lives in Almere / Most women describe their style as “casual”, “basic” and “sportive” / 40% of women between 18-65 live in a household with children and the majorityof them is married / The average female spends 637 euros on clothing a year / Women spend an average €17,10 on a bra / After the Danish and English, the Dutch women have the biggest breasts /

In terms of shopping things have changed quite a bit in the landscape of the average Dutch consumer.

Internet sales have increased and some product groups seem to thrive on online sales. For example, almost 25% of all sales on swimwear is purchased online. This is due to not only having less spare time to spend, thus the internet offers a time-efficient solution, but also the state of mind of the Dutch females. Most women claim they feel uncomfortable trying on lingerie or underwear, therefore the internet provides with a more anonymous approach.

like “Shirts are always too short for me”, or, “I can never find a good pair of jeans”. A unified European size range, something that has been in the works for years, might be the solution to women’s fit problems.

Another commonly heard problem is the fact that most items are displayed on stick thin models. This has nothing to do with the Dutch women being uncomfortable in their own skin, but with the representation of women in general. One woman said about this: “Of course that dress looks cute on that size 0 model but I want to see how it looks on my body type”.

“60% of Dutch women regularly wear jeans” Granted, things still have a long way to go. Most Dutch women complain about the fit of clothing, saying things

And she’s right. It’s time for a change in attitude. It’s time to celebrate the plain Janes of 2012 instead of laughing at them.

005 Confessional / Ordinary Facts & Figures /

archetypal Introducing the diffferent profiles of the archetypal Dutch female

Roxanne de Greef Age: 24 / Occupation: Works at a gas station / Status: Relationship over 8 years /

This archetype stands lower on the sociocultural ladder than the others. She only has a high school diploma, earns around â‚Ź15000 a year, has been in the same relationship since her teens and lives in an apartment on the 3rd floor in de Bijlmer. She is the type of girl that only has male friends and gets into fist fights with other ladies. She is also the archetype that is very brand aware, putting more effort into the logos on her clothing than the interior of her home.

011 Presenting Archetype #1 / Undercover Activities & Supertrash Wellies /

The Mob Wife “There’s no use in looking back.”

planting seeds When I come off the elevator to get to number 305 A, there’s already a waft of marihuana coming to meet me. The stench gets worse walking along the gallery. It looks grim and I almost grab my keys for possible protection when a scary looking Bull Terrier is galloping towards me. “Tooony, here!” A shrieking voice from within the house I’m supposed to be in. “Don’t be fooled by his aggressive appearance, he’s super sweet”, she says reassuringly. As I hang up my coat in the hallway, I can see a tent in the living room. That’s odd, she doesn’t seem like the camping type. Getting closer to it, I start putting two and two together. This is where the stench came from!

As I pretend to be blasé about it, when in fact I’m quite shocked, she asks me if I also want a glass of Bacardi Cola.

No thanks, I’ll pass. In the meanwhile she tells me her dog Spotty has given birth a couple of weeks ago. She found my soft spot: puppies. This may take a while. After some canoodling on the floor of her bedroom, with the puppies that is, we continued the conversation in the living room.

They’ve recently put in a new floor because of a leakage.

Guess where that came from. “It’s a temporary measure”, she tells me. “Just to make some extra cash quickly.” I’m not sure how these things work, so I just nod and try coaxing her into revealing more details by making her feel comfortable.

It becomes clear I need to read between the lines and when I do, I figure out that her boyfriend is behind bars on a frequent basis. This is his way of making a stash she can use whenever he is locked up. In a screwed up way, that’s kind of sweet, isn’t it? Roxanne herself doesn’t seem fazed by the confessions she makes. I guess that after a while these things become normal, you adapt yourself to the situation you’re in. That when your boyfriend is locked up for the umpteenth time, you learn to flip a switch. The show must go on. That’s how she comes across, like someone who’s been through a lot but always manages to pick herself up again. “Well yeah, I’ve learnt a long time ago you can only count on yourself.”

013 Archetype #1 / Carrying Some Baggage /

fashionology Age: 24 / Occupation: Works at a gas station / Lives: Bijlmer / Status: Relationship of 8 years, living together for over 7 years / Pets: Bull terrier Tony & Jack Russel Spotty / Children: None / Hobbies: Smoking a spliff, watching a DVD, dogs / Tattoos: 1 wing shaped on lower back / Spends Saturdays: Sleeping in, laundry, at friends / Favorite color: Silver, black and gold / Favorite brand: Supertrash / Favorite music: Urban, Hip-Hop and Rap / Favorite magazine: Cosmopolitan / / Favorite supermarket: Jumbo / Buys her lingerie at: Sapph / Buys her make-up at: Kruidvat /

“Uggs, Puffa Jackets & French Manicures” Despite her claims of trying to make ends meet the first thing I notice are her Supertrash boots. They don’t come cheap. The denim skirt however is a Replay replica. The top is from a local boutique. She is very brand aware.

Growing up she was the kind of girl with Tark pants and Antiflirt body stockings, preferably white. Which in turn she would end up smearing with her foundation, leaving orange stains. She still can’t quite turn down a body stocking when she sees one. This distinguishes her from most archetypes but #3, who also wore the same items of clothing growing up.

Other brands and stores she visits are CoolCat, Sapph, and Gsus. She loves a shimmer but also doesn’t mind a basic spaghetti strap top. Jewelry wise, size does matter. Large hoop rings and statement necklaces, as long as it’s bold.

Just like she is herself, brash at times.

Secretly knowing the answer already I ask her what her favorite coat is. To no surprise she quickly answers: “My Nickelson Down Jacket”. I smile on the inside. Would it happen to have a fur hood? “Oh yes, it’s very warm in the winter”. Bingo.

015 Roxanne de Greef / Brand Focused, Body Stockings & Denim Minis /

fashionology

technology I get the strong feeling that part of the reason Roxanne can’t be found online has something to do with trying to stay under the radar. No Hyves nor Facebook. She does however have a smartphone and there’s a laptop in the living room area. Neither she nor her boyfriend are very gadget orientated.

There’s no coffee machine since neither of them drink it. Pretty sober if it wasn’t for the Bacardi.

work After getting her high school diploma Roxanne immediately started working full time at the local supermarket. She stayed there for over 5 years before getting the job at the gas station. It involves some night shifts and thus requires a more flexible attitude.

love They’ve been together for over 8 years, this modern day Bonnie & Clyde and they’ve been inseparable ever since. She admits to having a volatile relationship though, it’s not uncommon for them to break into a fight.

That does not surprise me. She’s not the passive type to keep her mouth shut.

016 Roxanne de Greef / Fashionology /

health Their lifestyle can not be called particularly healthy. Cigarettes, joints and Bacardi are present in the house on a daily base. Her boyfriend Marco does most of the cooking.

With his roots going back to Aruba, he always says she “cooks like a white girl.” He likes fresh vegetables, spices and anything involving white rice so he takes care of that.

leisure It’s obvious her dogs mean the world to her. And as much as there can be said of her lifestyle, a bad mother to her pets she is not. In fact, if it wasn’t for the income so desperately needed, she would volunteer at an animal shelter. She and Marco have a small circle of friends, most of which involve other couples with at least one of them related to Marco. They like having barbecues together or hanging in Vondelpark. She hasn’t been on holiday for years. Partly because of financial reasons and partly because she does not want to leave her dogs. For such a young couple they are quite the homebodies.

She enjoys cleaning the house on her day off, she says it helps clean up her head as well.

Looking around the images around the house, I notice Roxanne is a natural blonde. “I have it dyed at the academy for hairdressers.” I don’t know why, she looks rather cute as a blonde. “Should I put on some make-up? I haven’t been to the tanning salon in ages. I’m freaking translucent.” I tell her no, I want her at her most natural. “Oh now you sound like Marco”, she retorts. “I normally just put on some mascara, some blush and lip gloss. Nothing like the layers of pancake I used to apply when I was younger.” I have a mental image of an orange teen in denim minis, making out with the bad boy behind the bicycle shed.

Which, considering her current living environment, does not seem so far off.

decorum tile death do us part

The apartment is predominantly decorated in black and white giving a modern, monochrome feel. Metallic accents and highlights enhance this contemporary mood.

The kitchen itself is very basic with a tabletop sized fridge and a microwave.

018 Roxanne de Greef / Decorum / Monochrome

decorum

obscure

The recently laid floor is a linoleum in a greyish parquet print. An easy and cheap way to keep clean, especially with two dogs, one of which who loses a massive amount of white hair. The faux cow hide is of no actual relevance or purpose but for purely decorative reasons. It has seen better days though. As has the glass coffee table which is matted with grease. Most furniture hasn’t been replaced since they moved in together and it shows. They have a way of making do with what they have.

019 Roxanne de Greef / Decorum / Easy Wipe

decorum sleek peek

The sleek white furniture is quite characteristic in black families, revealing some of Marco’s influence on Roxanne. The decorative, and more feminine, elements in an otherwise quite masculine apartment, are the apparent touches of a female. Roxanne is a big Ikea fan, as I notice several of their archetypal items, like the metallic vases in the image above. Other pieces of furniture are hand-me-downs, apparently from his side of the family, like the white glass-cased cupboard and seating chair.

022 Roxanne de Greef / Decorum / Surinam Chic

Mieke Heekelaar Age: 46 / Occupation: Works for a cleaning company /

Status: Married over 25 years /

With an average annual income of over â‚Ź20.000 a year, living in an ordinary single family home with 2 children, 2 dogs and a husband in Osdorp, this archetype is very much part of the average tribe. Sociocultural slightly more developed than archetype #1 but less than the next ones. She is the archetype that buys her clothes at the local market and goes camping on holiday. She is also the type to wear leggings as pants and Crocs as shoes.

025 Presenting Archetype #2 / AA Meetings & Neighborhood Barbecues /

The Local Tabloid “I’m glad I’ve had the gastric bypass.”

no size zero When Mieke opens the door for me, she has the phone up to one ear, a cigarette dangling between her lips. “Come in sweetie, this won’t take long” she says in between taking puffs. “I’m trying to get hold of this electric window cleaning system that I saw on TV”. Her husband Ron is just leaving to walk the Yorkshire terriers Pebbles and Sammie. I follow her into the living room and choose a spot on the couch which is the least bit covered in hair. “Still sold out goddamnit!”, she exclaims from the kitchen, after which she immediately adds: “Do you want some coffee sweetie”?

At first I’m not sure if she’s talking to me or trying to bribe the telephone operator but when she pokes her head around I tell her that’d be lovely. In the meanwhile I can have a look around when she’s busy. I can’t remember when the last time was I saw an aquarium at someone’s house. The ever so Dutch pictures taken in Volendam in traditional folk clothing, school-photo’s of her son Rik and daughter Linda and scattered images of dogs; either still alive or already deceased. She appears to be the blabbermouth I presumed she was. Before I’ve finished my coffee, I already know they’ve gotten two rather big inheritances, she battles with alcohol abuse and she filed for divorce a couple of months ago for the umpteenth time but never pulls through. Just like her visits to rehab, which seem to have little to no effect in the end. Oh and she’s ever so happy with the gastric bypass surgery she has undergone a few months ago.

I get all this information without asking for it and am in awe of it; she hardly knows me! The Dutch are known to be candid and direct and this woman is the epitome of it. As awkward as all this might be, at the same time it’s strangely comforting being in her company. Maybe her candidness is infectious because I hear myself say things I would normally never say. Apparently the human psyche works in such a way that with every confession she makes, one feels guilty when not reciprocating that gesture. I bet she has the same effect on the entire neighborhood, knowing everyone’s business. And vice versa.

She rolls another Rizla cigarette and laughs while coughing at the same time.

027 Archetype #2 / Tell Sell Fanatic /

fashionology Age: 46 / Occupation: Works for a cleaning company / Lives: Osdorp / Status: Married to Ron over 25 years / Pets: Two Yorkshire terriërs Pebbles and Sammie / Children: Linda (25) , Rik (20) / Hobbies: Card games, TV shopping network, / Tattoos: 3, her mom and children’s names / Spends Saturdays: At the local market / Favorite Color: Yelllow and Orange / Favorite brand: Black & Decker / Favorite music: André Hazes / Favorite magazine: Privé / Favorite supermarket: Lidl / Favorite supermarket: Albert Heyn XL / Buys her lingerie at: Lidl / Buys her make-up at: Discount stores /

“Sweatpants, Sequins & Pre-Rolled Fags.”

Since Mieke worked the night shift last night, she just woke up from taking a nap. Something she does a lot whenever her schedule messes up her biological clock. However, I don’t get the feeling she dresses differently on her day off.

Something she confirms. “Easy and comfortable” is what she’s after. Though she does admit she can be slightly jealous of her neighbor across the street. “She has my age but has such a nice figure, things look effortless on her. I always wonder how she does it”. “I often go to the market around here, or the Albert Cuyp market, Kinkerstraat and the Dappermarkt, they’ve got anything you like, for a proper price”.

For more dressier clothes she shops at M&S. Mieke also likes to scour brochures like the one from Aldi. “We just bought a new barbeque there and I always get underwear and socks there as well.” She also adds that because of her work she tends to dress more practical. “Cleaning a public building at 4 A.m. in stilettos would not get the job done, would it sweetie?”. Therefore, the infamous Crocs are used. “They’re so comfy and come in all these tempting colors”. So besides sweatpants and Crocs, she is also an avid wearer of jeans, another item of clothing devoted to make life more easy. Something she might pair up with a matching denim jacket.

029 Mieke Hekelaar / Slippers, Acrylic Nails & Nameplate Necklaces /

fashionology

technology When asked how she feels about the topic she winces and says ”It all goes so fast, doesn’t it? I just got used to the whole emailing thing and now people are talking about WhatsThat and what not”. We both laugh when I tell her she probably means WhatsApp. “See, that’s what I mean. I can’t keep up.” There is a computer but she tells me her son Rik mostly uses it. “That is, whenever he’s not at his girlfriend’s Lola (18)”.

work She’s been in the cleaning business for over 15 years but recently started at a new company. “I had some relapses concerning alcohol and felt I needed a clean slate”. It worked because she is working full-time again. She says she’s always enjoyed the work and has never been ashamed in any way, shape or form.

love The relationship with her husband can be described of as volatile, to say the least. “I know he hasn’t always had it easy with me as a wife but in the end we always stick together. Might as well finish what we’ve started.”

030 Mieke Hekelaar / Fashionology /

health After years of trying out different diets, Mieke decided on a gastric bypass last year.

Quite a risky and physically challenging operation. Though she had never fathomed the pain of such a surgery, she says it’s worth it in the end. When it comes to housekeeping and cooking her husband Ron takes care off that. “He had to, for his own sake, I’m such a bad cook”.

leisure Despite their marital issues, Mieke and Ron often leave for the weekend, leaving the dogs at a dog kennel. With the camper parked nearby, their refuge is never far away.

They just came back from a recent trip to Brussels, though without camper, which they enjoyed. During the Summer, they will take the mobile home to a camping in the French Dordogne. “On the way we will put Andre Hazes on blast”, their favorite type of music.

Or as the Dutch say, “het Levenslied”.

She is in a card club during the week, meeting once a week at a local place.

She has her nails done every two to three weeks. The day of my visit they’re painted a peachy apricot color. This to my amusement since the color is very much on trend and in stark contrast with the rest of her outfit. Still, I feel she deserves a compliment and so I tell her the color of her nail polish is fabulous.

Mieke beams. “You really think so? I got them at a little drugstore next to the supermarket, three for a fiver!”, she exclaims. As I’m slyly inspecting her hair style while she’s talking animatedly, wildly gesturing while speaking, I wonder where she has it done. When I inquire she says, “I get it done by a local lady.

A lovely gal. Costs me 20 euros to get it cut and dyed and she does a great job.” Then, almost whispering she adds, “I used to have it done by one of the neighbors, but then they were caught in a drug bust and I had to find another.” So much for confidentiality.

decorum tile-ish

The first thing I notice are the tiles. These have become archetypal in terms of Dutch interior design. They were very much ‘in’ in the 90s, during the minimalist period and they tend to stick around households that may be considered less fashion forward. But, for a woman who’s in the cleaning industry and is all about practicality, you can’t get any better than these tiles

They are the same egg-white color as the wooden kitchen cabinets. The kitchen area itself looks extensively equipped. Next to it you can see the bench, used for the dogs. The kitchen stands out like a sore thumb, much more ‘romantic countryside’ than the ‘local bar’ feeling of the rest of the living-room area.

032 Mieke Hekelaar / Decorum / Smokey White /

decorum

smoky room

Though the dominant color in the room is all shades of brown, there is an accent of a milk-gone-sour color. Probably this used to be off white but with every single family member smoking like it’s their last day on earth, there’s no real telling anymore. This also applies to the couch.

033 Mieke Hekelaar / Decorum / Foulard Me Once /

decorum shades of brown

There is an overwhelming amount of wood, or wood-like material in the living room area.

This makes it slightly reminiscent of one of those old-fashioned bars, located in areas such as ‘de Schilderswijk’ and ‘de Jordaan’.

Adding a room full of smoke, an aquarium and a wallpaper of linear stripes of brown and the picture is complete. This looks like the place where they have bad karaoke and where you can still smoke inside. Wondering how long they’ve had this interior, Mieke says they’ve redecorated it about two years ago. Amazing how everything can feel so outdated yet be so current.

036 Mieke Hekelaar / Decorum / Oakmeal /

Shirley Henraat Age: 26 / Occupation: Works in Retail / Status: Engaged /

With an average annual income of ₏20.000 a year, Shirley Henraat, engaged to her long-term boyfriend, lives in a quiet area of Purmerend, where they bought their first house. With her looks, she is the quintessential Dutch girl-next-door. She is the archetype that has it all, the handsome husband to-be who does her hair, the perfectly styled living room that looks like it´s straight from a catalogue and a walk-in closet.

039 Presenting Archetype #3 / Travelling in Style & Saying I Do /

The Girl Next Door “I’m happy with the way things are right now”

lovers lane There is no denying her natural beauty when Shirley opens the door to her lovely home. As she invites me in, she excuses herself and runs back to grab her I-pad.

“I’m sorry, I’m trying to win another I-pad for my boyfriend so I need to bid at the right time”. I grin and am surprised she actually falls for a scam like that. A ginger cat is crawling in between her legs, making her almost trip. “Goddammnit Pipi, piss off ”, she hisses with a thick Amsterdam twang. Hearing that particular accent always brings a smile to my face. I ask her if that’s where she’s from originally, to which she replies: “Oh Jesus, is it that obvious?”

We both crack up laughing out loud and share our love for the original inhabitants of areas such as ‘de Pijp’ and ‘de Jordaan’. It turns out she was actually born and raised there but moved when she was about 14. Being one of 3 children, her mother and stepfather wanted more space for them and decided to move to Purmerend. Which is where she still lives. She and her boyfriend bought this quaint little house two years ago and have been enjoying it ever since. She shows me pictures of the guy she’s been with for over 5 years and I let out a whistle. She chuckles and admits this is the reaction she gets most from gay guys. And since her boyfriend is a hairdresser meets stylist, “he gets it all the time”.

Shirley herself works in retail, a Vero Moda store in the centre of Purmerend, a few blocks from where she lives.

“I’ve worked in Amsterdam for quite a while but I’d had it with travelling up and down at one point”. I nod in agreement and ask her how she feels about the future.

She starts glowing: “Well, next year is our wedding so I’m really busy preparing for that. Super exciting. And Amer, the husband to-be, recently started up his own hair styling business so all these great things just keep popping up”. I must admit, it all got me a little bit envious. If I were to trade lives with anyone, it’d be hers. I ask her about the dress and she says: “I initially went for simple but once you start trying on these dresses, they really do something to you. So I’m adding a veil and a train. Besides, you only get married once, right?”

041 Archetype #3 / Settling Down /

fashionology Age: 26 / Occupation: Works in retail / Lives: Purmerend / Status: Engaged to Amer / Pets: Ginger cat Jean-Pierre / Children: Practicing / Hobbies: Festivals and Parties, Holidays and eating out / Tattoos: 1 chinese saying on her back / Spends Saturdays: Going grocery shopping and lounging on the couch with a DVD / Favorite color: Shades of blue / Favorite brand: Vero Moda and Only / Favorite music: Latin House, Top40 / Favorite magazine: Grazia / Favorite supermarket: Albert Heyn XL / Buys her lingerie at: Hunkemöller / Buys her make-up at: Hema /

“Skinny Jeans, Slouchy Tops & Shiny Bangs” It’s a sunny Saturday afternoon upon my arrival and so this is Shirley’s day off since she works from Monday to Friday. This is reflected in the casual way she is dressed, though she assures me she’s definitely a denim-kinda gal, even throughout the week. “It’s just so easy, isn’t it? A good pair of jeans, a basic top and some boots or sneakers.” She also adds to mention she did buy a pair of chinos a couple of months ago. But, again, that is a casual version of a pair of pants. Moreover, “when she does wear those chino’s, she always wears heels, otherwise she feels quite butch”.

My thoughts exactly. Shirley’s got a lovely figure and I feel it goes to waste in a pair of slouchy chinos.

Which I keep to myself of course.

We’re still laughing about the lesbian reference when I notice that she’s hardly wearing any make-up. Is Saturday a make-up-less day? She blushes. “Well no, not per se. I never wear that much make-up. Just some mascara or blusher from Hema. I do however go to the tanning studio on a regular basis.”

Which isn’t immediately noticeable, especially when I find out her biological father is half Indonesian. She doesn’t have the orange glow of a tanorexic, nor does she look unhealthily bronzed. Just very well taken care of.

043 Shirley Henraat / Understated Elegance, Subtle Jewellery & Simple Style /

fashionology

technology With her age and occupational environment comes a more advanced stance upon this topic. She readily admits she’s glued to her Blackberry most of the time and is an avid user of Facebook and Twitter. Ordering food is done online as well as the purchases of electronic devices such as the I-pad she has by her side on the couch. She’s a member of GroupOn and frequently visits Vakantieveilingen.nl

work Shirley always intended to work after she graduated from high-school, which she did.

When she was 18 she applied for a job at Vero Moda and has stayed ever since. She did take one of those LOI courses to become a nail stylist but has never pursued it any further. Shirley does not live to work, instead she works to live.

love Shirley and Amer have been together for over 5 years and living together for over the past 2 years. In late 2011 Amer proposed to Shirley and she of course accepted. The wedding is due Spring 2013. The dress will in all likelihood come from Mary Borsato; Holland’s archetypal bridal gown designer

044 Shirley Henraat / Fashionology /

health Shirley likes to stay in shape but is not particularly disciplined when it comes to going to the gym. She does have a prescription but she regrets purchasing it.

She likes to try out new things so when Zumba was all the rage, she too took some classes. Running is the new thing, so she recently bought running shoes but hasn’t actually started doing the exercise. She is very aware of what she eats and so is her fiancée.

leisure As a couple they have a busy social life and each of them spends time with friends and family from the other side. Family values are very important to them. Shirley is very close to her sister Priscilla, mother Ans and her little brother Diego as is Amer to his siblings and relatives. Though they both have fulltime jobs and work hard, they also play hard.

They’re frequent visitors of festivals and other parties and they love to travel. Earlier this year they visited Curacao and later this year they’re visiting Amer’s relatives in Bosnia, as well as going on holiday to Ibiza with her sister and her boyfriend. On top of all that Amer had a little surprise for Shirley. Since she’d never been to Barcelona, he booked them a 4 day romantic getaway.

Shirley also has taken up LOI courses Spanish and playing the guitar.

So is there a negative side to having a boyfriend that also works in fashion?

“It’s rather strange and annoying when he mentions my highlights need touching up on. Oh and people always assume he’s gay.” That’s people for you, can’t get over the fact that not all men in fashion are the stereotypical queer. That probably also means a well equipped styling cabinet? Shirley smiles, “It’s pretty packed, he keeps bringing home new stuff. At one point I needed to make extra room for it in the walk-in closet.” Excuse me. Did I hear that correctly? She blushes, “Well yeah, we have enough rooms, so why not devote one to our clothes?” Right, so where do all these clothes come from? Most of it is from Vero Moda since that’s where she works, but she also has a lot of other high-street brands like H&M and Bershka. Very middle of the road. She does not dress to stand out. In fact, she might even avoid it at times. But with the comfortable life she leads, she doesn’t really have to, does she? Some girls have all the luck.

decorum family affair

Shirley is really close to her family which you can notice upon entering her house. Pictures are hung everywhere, giving a nostalgic feel to a contemporary interior. And it’s not just family portraits, a lot of friends and shots of festivals and other festivities. You can tell she is a social creature that likes to be surrounded by people.

046 Shirley Henraat / Decorum / Photographic Memory /

decorum

faux fauna

These fake flowers are very much a product of the past but the younger generation is reintroducing it their homes. They are certainly not all as tacky as they used to be. And of course a lot more practical to maintain.

Shirley confirms that she grew up with them, always found them tacky, but likes the more high quality ones.

047 Shirley Henraat / Decorum / Wall Flower /

decorum colonial

Though we’re in the middle of Purmerend centre, the house is set behind the noise and traffic, providig an eerie calm, like being in the countryside. Everything is very muted and well put together. Most furniture comes from designer stores mixed with Ikea, Loods 5 and Trendhopper. In the midst of all this cozyness is Jean-Pierre, the ginger cat, whom Shirley lovingly calls “Pipi”.

050 Shirley Henraat / Decorum / Rustic Shade of Nuance /

Joke Verwegen Age: 49 / Occupation: Shopmanager / Status: Married over 25 years /

With an average annual income of about â‚Ź30.000 a year, Joke Verwegen lives in Amsterdam North, in a single family home with her husband, youngest daughter and golden retriever. She is the archetype that values family en social contacts the most. If you need a party planned, Joke is the go-to person. She is also the type to value a career, always having worked even when the children were small. She regularly has her nails done, as well as her hair and face.

053 Presenting Archetype #4 / Wedding Gowns & Toppers in Concert /

The Event Planner “My daughter just gave birth to a bundle of joy”

mother of the bride When I pull up on the driveway on my bike I can hear loud music coming from within the house I’m about to visit. Recognizing the sound of a live concert of de Toppers, I realize this must be the right place. After ringing the bell, the music is turned down and Joke opens the door. “Ooh, you’re early! I still have to put on my face”, she says upon me entering the house. I laugh and tell her that’s OK. An overweight Golden Retriever is greeting me in the living room, wagging its tail, without lifting up its head. I pet it and immediately regret it when I smell the stale smell of old dog.

Joke goes into the kitchen to make us some coffee and I’m sat in front of some pictures of a girl wearing a wedding dress. Joke tells me her daughter Monique just got married last year and has given birth to a baby boy last week, Dylan. “I’m obsessed”, she admits. With that said, she comes back into the living area with both my Senseo coffee as some books under her arm. “Look, these are the wedding photo’s”. I flick through it and “ooh” and “aah” at the right places. Joke gets all excited reliving the entire ceremony. “These are my parents and these are Moniques in-laws” I nod in agreement and make a somewhat confirming sound.

“That’s a pretty dress”, I tell her when I come across the wedding pictures of Monique and her husband. “Lovely isn’t it?”, she replies. “It took us some time but when she tried on this one in the wedding boutique of Mary Borsato (the archetypal Dutch wedding-dress designer), she knew it was the one. It’s upstairs in the attic since Monique doesn’t have any room at her house, what with her beautician practice at home. I’m trying to sell it by putting it on Marktplaats”. I’m genuinely interested but after the 42nd close-up of the tiara and train, I run out of sounds and syllables to show my appreciation.

Almost finished with the first book, Joke inches closer to reveal the second one; a continuation of what was in the previous one. I’m getting slightly worried that all we will discuss is the wedding. As I excuse myself to go to the bathroom, I’m trying to come up with a decoy that will lure Joke away from wedding festivities and maternal instincts.

055 Archetype #4 / Busy Entrepreneurial Bee /

fashionology Age: 49 / Occupation: Shopmanager / Lives: Amsterdam North / Status: Married to Max over 25 years / Pets: Sam the Golden Retriever / Children: Nathalie (20) , Monique (25) / Hobbies: Newborn grandson, work / Tattoos: 2, Tweetybird and a dolphin / Spends Saturdays: Meeting friends, shopping / Favorite color: White, black and pink / Favorite brand: Miss Etam / Favorite music: Toppers, Jeroen van der Boom / Favorite magazine: Vriendin / Favorite supermarket: C1000 / Buys her lingerie at: Specialty store / Buys her make-up at: Douglas /

“Coiffed, Primped & Manicured” As Joke and her husband just came back from visiting their oldest daughter and newest grandson, she didn’t have the time to doll up herself. Which is exactly what I was aiming for. As little preparation as possible, showing an unforced individual. I can tell she feels slightly uncomfortable, not being dressed up. During my visit she repeatedly asks me if she should change into something a little bit more fashionable. I tell her she looks great the way she does but she is not convinced. “OK, but I am putting on some lipstick if you don’t mind”

I don’t and let her apply some makeup while I go around the house taking pictures. From across the room I tell her I like her scarf a lot and she informs me she got it the other week at Miss Etam. When she comes back into the room, ready for her close-up, I make a mental note that the color of the lipstick is somewhat mother of pearl and she’s wearing lip liner. Is that making a comeback or has it never left in the first place? Her acrylic nails are painted a shocking pink and are done every two weeks. With a beautician as a daughter this is not surprising. Overall, Joke looks well taken care of. A woman who likes pampering herself and would never leave the house unkempt.

057 Joke Verwegen / Ballerinas, Acrylic Nails & Lipliner /

fashionology

technology Joke has a Hyves profile and is active on social media sites as well as an avid gamer of games like, Farmville, Wordfeud etc.

She has an android phone and has recently discovered Whatsapp for instant messaging.

She uses Marktplaats but only to sell, not to buy. She also does not shop for fashion online, with the exception of shoes. Shopping is a social event for Joke, where attention and service as well as a personal contact are of high priority.

work Joke recently started a new job. After years of working in the children’s clothes industry, she now works as a shopmanager of Italian brand Marina Rinaldi. Though a big change, Joke is happy she made the decision. “It was time for something new”, she says. She works full-time and wouldn’t want it any other way. It’s something she thrives on.

love Married over 25 years to Max, she is still very much in love with her husband. They met at a dance in the North of Amsterdam and have been together ever since. Though they both work full-time, she does not see that as a problem. With that being said, upon meeting her husband it became obvious Joke is the dominant one in the relationship. Or as the Dutch say, “wearing the trousers”.

058 Joke Verwegen / Fashionology /

health Though she is no Hollywood sized actress, Joke is very happy in the skin she lives in.

The entire family is big-boned. Joke admits she does not cook as often as she likes to.

Instead they opt for take-out as a solution to their busy lives; preferably the archetypal Dutch “broodje shoarma”. She does not exercise, nor does she have the need to ever do so. She does however try out new diets and has attempted everything from Sonja Bakker to the Montaigne diet.

leisure Joke and her family like to be taken care of during their holidays, therefore they always opt for all-inclusive resort-like destinations.

Turkey is a favorite, though they like to try out new places like Egypt last year. They fly first class, leaving the dog behind, and enjoy the luxuries that they believe are part of going on holiday. In terms of spare time, currently everything revolves around their newborn grandson. But, Joke and Max like a party here and there and will grab any opportunity to throw one themselves.

They’re the kind of family that goes all out when their mom turns 50. Blow-up doll in the driveway, pamphlets spread throughout the street and a band playing in the backyard.

She is one of the rare women to never wear jeans however. This is probably due to her voluptuous figure. A commonly heard problem among bigger-boned women is the fit of jeans. Furthermore, Joke confides that she would feel less authoritative in a pair of denims, making it hard for her to maintain a managerial demeanor. Something many career-minded women agree upon. Instead of the archetypal Dutch denim, Joke opts for pantssuits. She wears both silver as gold jewelry on her manicured hands and around her neck. Her scarf is matched to her nails making her look well put together. Like someone who’s given thought to what she is wearing. Which she admits she does.

She likes to shop at more specialized stores, often catering to a larger range of sizes as well as offering a more personalized form of service. This archetype knows the name of the shop-assistent and vice versa. Joke also likes department stores such as de Bijenkorf and V&D, especially the way they work with shop-in-shops.

decorum ornamental

It’s hard to adjust the eyes upon entering the living room. Almost every single surface is covered in some sort of decoration. Candles, flowers, both real as fake, and other ornamental artifacts. Baroque would be the word to describe the overall feel.

060 Joke Verwegen / Decorum / Baroque Business /

decorum Baby it’s cold outside

Though the fireplace is real, Joke says they hardly use it. Note how there are decorative props everywhere, even on the floor. Also note the image in the picture frame is of their daughter in bridal gown.

060 Joke Verwegen / Decorum / Re-light My Fire /

decorum shades of white

The colors are predominantly white, soft lime-green and off-white. Combined with the draping, the wall-painting on the right page and other ornamental decorations, this gives a slight “Greek Holiday� feeling. Especially the image to the right, with the passed out dog and open slider, looks like it could be taken out of a brochure of a Dutch couple renting out their condo in Mykonos.

064 Joke Verwegen / Decorum / White Tiles & Greek Drapes /

Nienke Kleyn Age: 30 / Occupation: Graduating in Psychology / Status: Dating /

Nienke Kleyn makes about â‚Ź20.000 a year. She recently broke up with her boyfriend of 10 years and has recently moved into her newly purchased studio apartment in Diemen Zuid. She has applied at an online dating service and is currently dating one particular guy. She is the archetype that is the most technologically developed and, despite her age, can be classified as the everlasting student; a beer-fest is not unknown to her.

067 Presenting Archetype #3 / Internet Dating & Scandinavian Shopping /

The Single Student “Internet dating really worked for me�

graduate to be “Ooh I’m so embarrassed, don’t mind the mess will you?” Nienke almost sounds frantic when she takes the deadbolts off the door. “I’ve just moved here and I’ve been so busy..” She pauses for a while and then says: “Well no, I’ve been a lazy tart actually.” She excuses herself one last time as I hand her my coat. I try relaxing her by saying it can’t get any worse than my place, that I’ve stopped inviting my mother over to avoid a heart attack. That broke the ice. She turns to me and says with a mischievous twinkle in her eye: “Fancy a glass of wine then, it must be cocktail hour somewhere?”

Blimey, at 3 in the afternoon I’m not sure if that would be a wise decision but then again, it might take off the edges a bit. So, after she’s opened up a bottle of red wine and some snacks, she comes sit on the cozy couch. She puts on her Spotify account and we listen to some mutual stuff we like, as she explains how she actually got her in the first place. “I broke up a few months ago with my boyfriend of 10 years. And since we lived together, it just was too awkward. I couldn’t take it anymore.” With the help of her father she was able to buy this tiny studio apartment in Diemen Zuid. She tells me her mom is Swedish and when she and her dad split up, she moved back to Sweden with Nienke, aged 8 at the time. The break-up was amicable and Nienke travelled back and forth between the two countries.

Then, she met her ex and eventually moved in together in an apartment in de Bijlmer where they lived happily but not ever after. Despite enjoying her single life it didn’t take her very long to start dating again. Recommended by a friend she decided to create a profile on a dating website, which resulted in some casual dates and one-night stands.

Until she met Nike. No, the name is not a joke. “I feel like a giddy schoolgirl again”, is how she describes her feeling at the moment. Though they’ve met only three months ago, he already has the key to her new apartment. “When things feel right, they feel right”, she says matter of factly.

“I just haven’t really been concentrating on graduating, or at least not as much as I should have.”

069 Archetype #2 / Half Ikea, Half Marihuana /

fashionology Age: 30 / Occupation: Graduating student / Lives: Diemen Zuid / Status: Dating / Pets: None / Children: None / Hobbies: Festivals and parties, holidays and going out for dinner, drinks with friends / Tattoos: 1 flower on her ankle / Spends Saturdays: Sleeping in & cleaning up / Favorite color: Shades of grey & beige / Favorite brand: Weekdays / Favorite music: Urban, Hip-Hop and Rap / Favorite magazine: Glamour / Favorite supermarket: Albert Heyn To Go / Buys her lingerie at: Triumph / Buys her make-up at: O.P.I /

“Subtle Shades, Skinny Jeans & Hoop Rings.”

After I’ve figured out Nienke is half Swedish, it doesn’t really surprise me that she dresses with a Scandi twist. Even though she hasn’t been living there for years, style is apparently engraved into the Swedish DNA. Mixed with a more Dutch, and thus practical side. “I used to wear heels back in Sweden, doing everything by public transport. Here however, I’m on the bike 90% of the time.” That requires a more pragmatic stance towards fashion. She shops at stores like Monki, H&M but also visits Miss Etam for example. “It’s not as dull as you might think”, she says. She would describe her style as basic with a twist, which I agree with.

She has a lust for jeans and has way too many pairs of them. “They’re like my Achilles heel”. From skinny, to flared, to boot-cut. She has them all. Then, out of the blue, she turns and asks: “Should I cut my hair into a bob?” Nienke lets down her hair and scrunches it up so it appears shorter. Totally, I tell her.

Maybe have some of the sides shaven?

“Yeah, like Rihanna! I’m a massive fan of hers.” Done deal then. As long as she steers clear from the hoochy-mama outfits. Just to make sure, I add: “And don’t dye your hair any weird unnatural color, OK?” To that she agrees. Amen.

071 Nienke Kleyn / Make-Up Free, Messy Bun & A Mix of Styles /

fashionology technology A full-fledged hypermodern Dutch female, Nienke is very much in sync with the virtual world. From her Spotify account to her Facebook page to her I-Phone 4, she’s connected everywhere and all the time. It’s also obvious in her apartment where the dishwasher and tumble dryer are neatly tucked away behind kitchen cabinets. “I like things that make my life easier.”

work Still graduating from the study Psychology, she’s not really sure where that will be taking her. She has done her internship at a high school where she’s still working, but she’s thinking of going more into the direction of personnel & organization.

She has a job at the side, as a freelance headhunter, allowing her some flexibility in terms of working hours.

love As mentioned, after a 10 year relationship with Olivier, Nienke is currently dating Nike. Things are going quite smoothly, though she does admit she can be quite high maintenance. He lives on the other side of Holland so they both travel back and forth a lot.

072 Nienke Kleyn / Fashionology /

health Though she complains about being overweight, or in Nienke’s words, being “a fat blob”, she’s not really disciplined enough to do anything about it. “I mean, no alcohol, c’mon!” She did take up Zumba classes but stopped going when there were only 3 other participants. “All over 60 and one of them happened to be a colleague, too embarrassing to prance around in spandex.” She’s also quite the belly-dancer with years of practice under her belt. No pun intended.

leisure Besides being a frequent visitor of Sweden, she’s also been to Berlin quite a few times.

“German people are awesome”, she shrieks.

Maybe it’s the wine affecting her volume.

She just bought tickets to a festival in Hungary to see Kanye West perform; whom she’s seen live a few times before. When she goes out for drinks she loves to go to de Warmoesstraat or de Zeedijk. There, she can enjoy a reasonably priced, fresh off the tap, glass of cold beer. One of her preferred drinks of choice. She has a large social circle which keeps her busy, both national as international.

Nienke likes things that are easy and subtle and do not scream for attention. Subdued almost. An example would be that she’s wearing jewelry, just hardly noticeable. A very fine pendant necklace and hoop rings. Oh, and a watch that, just like Nienke herself, is both fashionable as practical. She orders a lot online.

From concert tickets to Chinese takeout to clothing. “I love ‘Weekdays’, she gushes. “But I’ve heard they’re opening in Amsterdam so it’s no longer a well-kept secret.” She is not brand-stubborn though and willing to invest in more expensive items and objects. For example, she spends an exorbitant amount of money on her visits to the hairdresser compared to all the other archetypes. “Last time it was €120, so not that bad.” I beg to differ, but I don’t. She likes outdoor brands like North Face, which again incorporates both her fashionable as practical sides. In terms of style, she likes things to be loose fitted but is not afraid to show her curves.

“As long as there is not too much muffin-top going on”. We both crack up again and move to the subject of camel-toe while emptying the bottle of wine.

decorum earth tone

Nienke has a thing for pillows, is covered in them while sleeping but also for decorative purposes. Since the studio is so small, it easily gets cramped but because of the sectioning and subdued color scheme, it makes its petiteness less noticeable. The whole atmosphere of the apartment seems to be as comfortable as the interior looks.

074 Nienke Kleyn / Decorum / Chaos Theory /

decorum

press play

This kitchen block had already been installed by the previous owner. Not only does it look slick and modern, it neatly hides away the washer, dryer and dishwasher. Talk about comfort. Nienke is also quite the cook. She loves making wholesome salads and pasta dishes.

075 Nienke Kleyn / Decorum / Easy Does It /

decorum boxed office

It might be due to her Scandinavian roots but there are a lot of wooden elements to the interior design. Combined with the overall color scheme, this makes the entire room look like a messier, real-life version of an Ikea catalogue example. Storage elements are efficiently used to hide as much clutter as possible.

The view from the balcony is not the most picturesque but still, Nienke has made an effort in breathing life into this tiny apartment.

078 Nienke Kleyn / Decorum / Stacked /

Miriam de Jong Age: 53 / Occupation: Houswife / Status: Married for almost 30 years /

Not working as a female is frowned upon but certainly not uncommon in modern times. With no income of her own, but with a hardworking husband and two small dogs she treats like her children, she lives in an ordinary single family home in Purmerend. She is the archetype that still goes strapless at 50 and wears both skinny as boyfriend jeans. She has a nose for bargains and an obsession for Marktplaats. Their social circle is small, much revolves around each other.

081 Presenting Archetype #5 / Marktplaats Mania & Walking the Dogs in Style /

The Hip Housewife “My dogs are my surrogate children.”

50 is the new 40 When Miriam opens the front door, two little Tasmanian devils storm out to greet me outside. I crouch down and the blond one immediately jumps on my lap.

Miriam laughs: “She’s such a flirt with guys. She’s all over my husband and ignores me, except when there’s food involved”. As I carry the few pounds heavy package inside, Fientje looks up at me lovingly. We have a thing going on, that much is obvious. While Miriam is making us some coffee, I make myself comfortable in this lovely looking house. It is immaculate. Better take my shoes off.

They’ve been living here for over a decade now and though both Miriam and Arie are fond of their home, they see themselves moving at a later stage. “A garden is great when you have children or dogs but it’s also a lot of extra work”. So she has no qualms moving into an apartment with only a ground floor and a balcony? “No not at all”. Though she’s quick to add that the apartment preferably should be located in the South of France. “It has always been the plan to move there once the kids left the house”. So why specifically there? “Well, as long as the climate is warm enough, I’m content”.

I ask her if they’d been recently because she looks so tanned but she tells me she has a tanning bed up in the attic that she uses every now and again. She looks well taken care of, though she keeps warning me to not take pictures too up-close, since she hasn’t dyed her hair.

Does she do that herself ? “Yes, why would I spend that much money at a hairdresser when I can do it myself for a fraction of the price”? I nod in agreement. She does however tells me the last time she cut her hair was at Kinki Kappers and she was very satisfied. “For a second I was scared I would leave with a mohawk”. I laugh out loud because I have similar experiences with hairdressers at Kinki’s. Fientje and Caprice are circling around at the front door. “I think it’s time to take a leak”, Miriam says. I decide to come with her on her stroll. The weather is nice and it might give me an opportunity to get even more details about her life. She hands me the pink dog leash belonging to Fientje and we laugh when she says: “This one is all yours”.

083 Archetype #5 / Empty Nest Syndrom /

fashionology Age: 53 / Occupation: Housewife / Lives: Purmerend / Status: Married to Arie for almost 30 years / Pets: Two Yorkshire Terriërs Caprice and Fientje / Children: Christophe (29), Robine (25) / Hobbies: Dogs, Marktplaats, scouring brochures / Tattoos: 1 heartshaped on lower back / Spends Saturdays: Sleeping in, doing groceries, having lunch outdoors / Favorite color: Turqoise and champagne / Favorite brand: H&M / Favorite music: Los Angeles, The Voices / Favorite magazine: Libelle / Favorite supermarket: Deen / Buys her lingerie at: Zeeman / Buys her make-up at: Hema /

“Wedges, Pendants and Hoop Rings.”

When asked how she would describe her sense of style, there’s a slight pause before she replies: “I would say I’m always dressed very casual, sportive even”. That’s not how I would describe her since she looks a lot more fashionable than ‘basic’.

It depends on what she’s doing as well.

“I’m not going to rummage around the garden in wedges and a wrap-dress but I would change back into it when going to the supermarket, for example”.

“Besides, I’m over 50. There are certain things that need to be taken into consideration”.

I chuckle and ask if she means gravity going the opposite way. “Exactly”, is her reply. “The last thing I want is for my strapless dress to go south when going grocery shopping. Which is exactly what happened to me last Summer.” We have a laughing fit over this hilarious anecdote when she bluntly adds: “Ah well, they’re just tits. Not even a handful at that.” Wow, talk about being direct. She can tell I’m shocked by her phrasing and she seems pleased when she mentions I’m just as prude as her son.

085 Miriam de Jong / Platform Shoes, Hippy Bangles & Black Eyeliner /

fashionology

technology Though one of the older archetypes, she is very much active online and on social media.

Though she did ask me at one point if I could explain the whole Tweeting phenomenon.

She likes to track people down from the past, see what they’re up to now, as well as keeping up with a social circle of other local women. They share recipes, dog related issues etc. She does not have a smartphone but they do have an I-pad. “It’s easy to watch Uitzending Gemist on it in bed.

work She’s also one of the rare archetypes that does not work and has not done so in a very long time. “It was a conscious decision to stay at home with the kids. I do net regret it at all.” Though she has tried very hard to find work after they’d left the house, her age always seemed to be a road block.

love Married for almost 30 years to Arie, head of a construction company, they’re very much the loving couple as depicted on images throughout the house. They’re like solar opposites. She, outgoing and spontaneous, while he’s more reserved and keeps things to himself.

086 Miriam de Jong / Fashionology /

health Miriam is very health conscious. Though she has her own separate car, she almost always uses the bike. In recent years she has cut back on eating meat, instead using more fish.

Though she did see a documentary about the Tilapia fish recently, which scared her and is taken off the menu indefinitely. She doesn’t drink and with cancer in the family, she also doesn’t smoke. “I’ve lost my youngest sister to breast cancer when she was 37”.

A traumatic experience which made her reevaluate her own life.

leisure Her daily routine revolves around the dogs, which are walked at set times, around 5 to 6 times a day. She also acknowledges she can be quite anally retentive about cleaning the house, sometimes mopping the floor three times a day. Miriam and Arie also like to go away for the weekend. Favorite destination is Belgium. During the Summer holidays they always drive the car to France and stay at different location for 3 weeks.

They rent an apartment, as they do not like being dependant. They just temporarily move their home and their daily routine to a different environment. At home, Miriam does yoga once a week as well as breathing and meditation exercises. They also like to visit the local art-house cinema, instead of watching blockbusters.

Speaking of which. Her son is her go-to person when it comes to fashion dilemma’s. He works in retail and is in fact gay too. “One of the many plus sides of having a gay son”, she says. “No grandchildren and brutally honest about what I can or can’t wear”. Ah, that sounds familiar.

Is there anything you’re forbidden to wear? “Well, he hates it when I dress too sportive, asking me if I’ve dumped my girlfriend recently”. I crack up, he sounds like a great guy.

Do you have a fashion weakness then? “Oh yes, lately I have a thing for scarves. They always manage to bring a pop of color into an outfit.

And accessories. I have enough to last me a lifetime but I’m always drawn to little trinkets; I’m like a magpie, as long as it shimmers it’s OK”. Despite her fashionable appearance, the one thing she values most is a good price.

Hence her obsession for stores like Action, Zeeman and Xenos, where they sell a little bit of everything for a fraction of the regular price. She actually dyes her hair with the Action brand hair coloring, which costs not even €5! How very courageous of her. But then again, Miriam does not really care what others think of her and I admire her for that.

decorum exhibitionist

Though the overall interior is quite clean and modern, there are splashes of color spread throughout the house, whether it be in the form of vases, flowers or other decorations. The artworks also provide with a joyous feeling in the living room area. When asked where she got them from, Miriam starts to bean. “Got them all from Marktplaats”, she proudly claims. As is the couch, the seating chair and the coffee-table, just to name a few.

She has become a sly user of Marktplaats.

With different e-mail addresses she sometimes switches, she’s able to bid as multiple persons, enabling her to lower the price. She also does it to weed out obscure dog breeders. Something she got told off for by Marktplaats, harassing other people. “Ridiculous”, she hisses.

088 Miriam de Jong / Decorum / Second Hand Art /

decorum

closeted

Whereas other archetypes try to fill up empty spaces in the house with decorative accessories, Miriam has a thing for storage.

“Arie always jokes we have enough cutlery for a continent”. But with the matted glasspaned doors it covers up everything very nicely. I also notice there are no wires to be seen or anything. “Arie is such a handyman, he does everything himself”, she adds with pride.

The image above depicts the eclectic nature of Miriam, different objects combined together in a seemingly random setting. Yet it makes the room as a whole, completely individual.

089 Miriam de Jong / Decorum / Behind Closed Doors /

decorum lean cuisine

As self-proclaimed Francophiles, the kitchen actually resembles a romantic, French, country-side feeling. As she spends a lot of time here, it is fully equipped. As the rest of the house, the kitchen area is immaculate.

The image to the right is their fireplace which they use during the winter, as Miriam finds it very cozy. The mixture of materials used give a very custom and eclectic feeling. Just like she is herself. En example is what they’ve done to the walls, a very original approach.

092 Miriam de Jong / Decorum / Mirror, Mirror /

archetypal decorum

011-023 The Mob Wife

025-037 The Local Tabloid

039-051 The Girl Next Door

053-065 The Event Planner 067-079 The Single Student 081-093 The Hip Housewife

archetypal decorum

011-023 The Mob Wife

025-037 The Local Tabloid

039-051 The Girl Next Door

053-065 The Event Planner 067-079 The Single Student 081-093 The Hip Housewife

referential Presenting an extensive overview of references used in categorized order

larger than life

Though a large part of the research has been conducted in the field, there was lots of inspiration to be found online. One example is loldutchpeople.org, which collects and publishes pictures found online. The difference in approach is that this compendium is not about mocking but celebrating.

098 Referential / Online /

online

lovebirds

The joy of dating nowadays is that you can share all your romantic moments with the rest of the world. Even when no one is asking for it. The upper left image is reality TV queen Barbie and her recent husband. Next to them an unknown couple found online. It would be an injustice to not at least share one image of their glow-in-the-dark series. The interior in the background corresponds to archetype #4. The image on the right page is archetype #3 with her husband to be.

100 Referential / Online / Sterotypical /

online facebook

Just to illustrate what you can find online, I took these images without permission since they were already posted on social media pages. It’s the archetypal thing to do, showing off your loved ones. The image above depicts archetype #6 with her husband on holiday in France. They take the bikes, the dogs, all in one car. And of course, enough polo-shirts for Miriam’s husband to last a full three weeks.

102 Referential / Online / Lovey Dovey /

online hyves

This image depicts archetype #4 and her family at an unknown festivity. They’ve obviously made an effort in appearing in unison with eachother. It’s no funeral considering Joke’s youngest daughter Nathalie’s outfit.

103 Referential / Online / Family Affairs /

events huishoudbeurs

‘De Huishoudbeurs’ is an annual fair since 1955 mainly catering to women and in specific housewives. By combining fashion, cosmetics and health with cooking, living and leisure it covers a broad range of interests. It is also a place where the average woman can be found roaming around bargain bins and trying to get free samples, often travelling in packs.

104 Referential / Events / Travelling in Packs /

events over the top

‘De Toppers’ is an assembly of (initially) three solo singers. By combining their passion for classic songs, glitter and hysterics, the show was sold out in no time. By now there are 4 singers and it is an annual event that attracts thousands of Dutch. The atmosphere is described as ‘harmonious’, ‘cozy’ and ‘one big family’.

The image to the left shows two visitors, including archetypal bra, singing along.

The image to the right depicts archetype #4 and her oldest daughter on their way to one of the shows, including boa and Birckenstocks.

106 Referential / Events / A Night to Remember /

events the market

Another place where one can capture the average Dutch female roaming in the wild is the local market. Some nice ones include ‘de Albert Cuyp’, and ‘de Dappermarkt’. But any local market will do. It is a melting pot of all walks of life where everyone has a story to tell.

108 Referential / Events / Market Maniac /

events according to Libelle

But de Libelle is not interested in selling haute couture because their 2, 5 million readers, on a weekly basis I might add, couldn’t care less. Still, one can’t help but wonder what the actual reason was behind the documentary ´Aldus Libelle´. It felt the entire office was quite frustrated with

109 Referential / Events /Life Style /

the perception of the Libelle woman, making the documentary a mere tool in their mission to change peoples minds. Which they did, because I had my own preconceptions which were squashed. (even though some were confirmed)

leisure en masse

How Holland Holidays is the book by Isabella Rozendaal that paints the picture of how the average Dutch spend their holidays. The poignant images are never a mockery, looking the topic straight in the eye. What remains is a strikingly direct correspondence between photographer and her willing ‘victims’.

110 Referential / Leisure / Sunburnt /

leisure all in

The Dutch like to be comfortable in their daily lives but they go all out on holiday. Booking an all-inclusive stay in some resort in Alanya, Benidorm or Mallorca, there they can be pampered in any which way. With entertainment for the children, a walking buffet and every night a karaoke night, those three weeks will fly.

111 Referential / Leisure / Resort it Out /

leisure let´s go outside

Going camping has always been a Dutch favorite. But is does not necessarily include a tent. Like the image here on the right depicts the mobile home of archetype #2 as well their barbecue in their backyard. A nice communal barbecue is good to strengthen the ties around the camp site, especially when returning year after year.

112 Referential / Leisure / Hot Campered /

leisure screening

Though the TV has lost its monopoly to the computer, or even the tablet in recent years, some TV-shows seem to strike a national chord. First there was Boer zoekt Vrouw, where a simple farmer sets his sights on a wife. With ratings going through the roof each year, there’s no stopping the format. This year they might even add a gay farmer to the mix. Can’t get any more Dutch than that. Funny fact is that the programme is loved by people of non-Dutch origin as well.

Another hit is Ik Hou van Holland. Everything Linda de Mol touches turns to Dutch gold but reintroducing the old-school, Saturday night feeling of a large live show seemed quite a challenge, even for her. But it has perfectly tapped into what society is currently longing for, with massive ratings each week.

114 Referential / Leisure / Channeling /

leisure simpleton It is hard to describe this programme since it doesn’t revolve around anything but ordinary people. But it does so in such a sincere manner that you can’t help but to fall in love with whomever they visit. Never mean or degrading, they give you a sneak peak behind the person without making them feel inferior.

sbs6 This channel is often referred to as ‘camping channel’, since they cater to a part of the population which could be referred to as ‘lower class’. It’s all sticks and stones, because they did manage to beat the NOS news, the best watched news broadcast. Instead, they focus on more local and personal sources. A cattle of cows that fell into a ditch, two kittens stuck in a tree etc.

tele graphic One of the most read and most criticized newspaper because of its slight tabloid-like approach. They always manage to shock me by putting something totally irrelevant on the cover, while other newspapers focus more on what is actually important news to the globe.

115 Referential / Leisure / Iconography /

art exactitudes

I was first introduced to the work of Exactitudes when I started studying Fashion & Branding and was completely mesmerized by it; they were visualizing something intangible. Now, coming full circle and graduating, I can see the depths of their archetypes, the immortality. It seems so easy. Just grab a couple of Muslimas, et voila, there´s your archetype. But it´s not that simple. Though the topics all visually look and are dressed similarly, the images are not speaking about their outer appearance. Looking at them, you can hear a particular sounding voice, imagine a particular profession or see a specific name. They are brought to life.

116 Referential / Art / Abstractitude /

art

art official

Capturing living room area’s, “big deal” a lay would say, but Miller is not composing another IKEA catalogue. With his still lives, he emphasizes the life led within that space. In a way, it is an architectural meets interior design version of Exactitudes and thus an essential reference to the Out of the Ordinary compendium. This particular work of Daniel Miller is called ‘the comfort of things’, which strikes another cord with this carefully curated collection of archetypal Dutch elements.

118 Referential / Art / Comfort of Things /

branding

roommate

This specific inspiration and reference was actually one of the last ones, even though I was already familiar with the works of Miller.

Capturing living room area’s, “big deal” a lay would say, but Miller is not composing another IKEA catalogue. With his still lives, he emphasizes the life led within that space. In a way, it is an architectural meets interior design version of Exactitudes and thus an essential reference to the Out of the Ordinary project.

119 Referential / Branding / Catalogue /

branding

going viral

Good old Zeeman. Handed down from generation to generation. Well, not all of them. For years Zeeman has been the pinnacle of cheap, of the white wife beaters and briefs your grandfather wore, of the tea towels used to dry off the dishes. No harm done, it just meant that it was like an old-fashioned ‘mom and pop’ store. Not anymore. It started with the ‘free’ yellow boxers with Zeeman logo which were gone in no time.

Then they secretly showed at Fashion Week to much surprise, amusement and viral buzz, after which Bas Kosters designed a range of night- and underwear. In the meanwhile they have pretty successful campaigns, like ‘de Muts Have’

where they offered a free download of a variety of knitting patterns to make your own hat. And the image above focused on their jeans, costing €9.99, where clients got their free supplies to customize their recent denim purchase. In a recent research that was done, the Zeeman jeans actually came out best, whereas the Zara version was slaughtered. The same counts for their basic, white T-shirt, which had the best price-quality relation. In short, Zeeman, with its marketing techniques, has come a long way. It may not have won over everyone but has certainly proved its point; average is awesome.

120 Referential / Branding / Sailor Moon /

branding discounters Years ago it was unthinkable to proudly present your Lidl carrier bag, let alone its content. But things have changed drastically and this no longer applies. Mixing high with low has become a major part of individualism and our hypermodern society.

Accepting the discounter itself has built a bridge between accepting the people who shop there.

Therefore, a Lidl bag (or Dirk, Aldi etc.) no longer symbolizes a family on welfare, but an average, ordinary family.

hema A fantastic brand that has managed to become part of Dutch culture, its identity and its heritage.

And that’s not all, because it has successfully expanded this pinnacle of Dutchness abroad.

Most recently they used male model Andrej Pejic as the face of their push-up bra ad, without any marketing tricks or tactics. By doing this they emphasize how ordinary the choice is, stretching our perception of what is perceived as normal.

dove A compendium of archetypes of the average Dutch female consumer can’t be complete without mentioning Dove. Smart marketing? Sure. Some would say genius.

While others are more pessimistic, you can’t help but admire what it has done in the past

121 Referential / Branding / Dutchness /

fashion my name is

You all know those trucks that carry license plates with names of loved ones like ‘Demelza’, ‘Kayleigh’ and ‘Priscilla’? Those guys are most probably the spouses of one of the women wearing a nameplate necklace. And they probably also share a tattoo together, either with names, nicknames or initials. Either way, the nameplate necklace has become booming business here in the Netherlands, making it the perfect gold gift for a 14 to a 50 year old. Archetype #1, #2, and #4 are all massive fans. Archetype #3 was, when she was younger but now considers it to be tacky.

122 Referential / Fashion / Say My Name /

fashion naughty noughties

It’s been 5 years after Marlies Dekkers launched a book with Heleen van Royen called ‘Stout’ and unleashed a movement which many feminists would wince upon.

The designer and her bras, and soon copies and replicas, were embraced by the masses and it wasn’t long before just about every middle-aged ‘average’ woman was seen parading in a bondage vs spiderweb contrapment. But what’s the use of having special underwear if no one can see it? ‘Sod it’, the housewives all thought and so more and more layers were shed to show off their lovely lingerie, making the bra a house-hold item of the average woman.

Archetype #1, #2 and #6 all have replicas while archetype #4 has the real deal.

123 Referential / Fashion / Stout /

fashion

bottom line

Another Dutch fashion statement, though it isn’t exclusively, I recommend looking up the Mexican word ‘chola’, is using lip liner and an eyebrow pencil. Though there is some sort of equation. The less natural hair there’s left, the less developed socioculturally the person in question is. The same applies for the lips. The more contrast between the lip liner and the lipstick there is, that girl stands lower on the sociocultural ladder.

124 Referential / Fashion / Lined Up /

fashion

cut it out

During my research I also requested my international friends to submit anything that strikes them as typically Dutch. One of the many remarks revolved around the haircut a lot of women have. In fact, it seems a lot of women go to the same hairdresser. And it’s true. You can’t help but notice that a lot of older ‘girls’ opt for a short do. It might have something to do with the Dutch pragmatic nature. Less hair means less fuss and thus more time to spend in the morning.

habitual ritual It seemed everyone was feeling the same spirit of the times. High-end brand Balenciaga’s campaign revolved around an everyday kinda vibe. Though the whole thing is of course a stylized mess and actually inspired by some of Patti Smith´s early photographs, it is still a refreshing editorial among all the cookie-cutter ads.

125 Referential / Fashion / Ready For My Close-Up /

fashion croc off

In a country where everything is pretty much geared towards comfort and practicality it is to no surprise some brands have been extra successful in the Netherlands. There’s the infamous Crocs, which even had their own store, worn by nurses, orthopedists and housewives that are deemed as less fashionable. And there’s the Australian phenomenon which has taken over our small country in no time. Not in the least because of its many replicas. It seems every girl between 10 and 25 owns at least one pair of Uggs or a similar looking version.

126 Referential / Fashion / Flat Footed /

fashion jolly wellies

Another flat-footed phenomenon are the classic pair of wellies but in a modern day version.

The boot itself is loved by a range of people, varying from cozy housewives like archetype #6, who owns at least 5 pair of wellies bought off Marktplaats, but also Kate Moss, who’s made it an appropriate part of any girl’s festival outfit.

Certainly worthy of a mention since all archetypes own a pair is the Birckenstock craze. The orthopedic sandal has taken over Holland slowly but steadily and is now embraced by all walks of life.

127 Referential / Fashion / Singing in the Rain /

fashion

denim delight

There are certain items of clothing that should be knighted by the Queen for what they’ve done to the Dutch landscape of fashion. There is of course the infamous denim mini skirt which is the item of choice for tweens, teens and hip moms. This typically Dutch denim mini is preferably paired up with a spaghetti strap top to emphasize our national love for basics. Last but certainly not least is the leggings. After it was banned and only used by people from a lower sociocultural level, nobody ever thought it would see the light of day again. Let alone be embraced by the masses.

Especially the versions in 3/4 and 7/8 length, preferably with a stroke of lace at the bottom, seem to be the go-to item for the average Dutch women. And then, when all was reasonably quiet in the land of leggings was its younger sister; the treggings. A sturdier version of its older sibling, this enabled women to wear them as actual pants, whereas the leggings were used under something else. The image on the right page depicts archetype #1 in such an outfit, even including the Ugg replicas.

128 Referential / Fashion / Dutch DNA /

fashion tat art

The term tattoo art is quite a paradox in itself, though it has taken some years to reach that level of appreciation. As Holland has been quite progressive and is seen as tolerant, it was at the forefront of embracing the ink artists at large.

And that becomes evident when you see how many people actually are marked with a tattoo.

A type of tattoo that is the preferred choice for both teens as divorcees, is the one on the lower back. Subtle enough to not be seen permanently, yet present enough with an ultra low waistline.

Both archetype #1 as #6 have a similar tattoo.

The image on the right page depicts archetype #4, found on her Facebook page.

espionage It won´t be long until there is a verb ´to Funda´.

Even when you are not even remotely interested in buying a house, this still serves its purpose on a rainy sunday afternoon. But beware, this is one of many other´ordinary´addictions, like Sudoku or Farm Village.

130 Referential / Fashion / Take Tat /