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When I started art school, my brother was working on his PhD in biology. While I created all kinds of manifesto art products against the consumer industry, my brother worked in the lab. He created the practical proof that under certain conditions the survival of the fittest did not appear. 


Fast forward a few years later. My brother became a famous biologist, his theory has been published, and he is a welcome guest all over the world. I graduated, did my master's, and started in the fashion industry. A fast-paced environment, where I became a creative lead, traveling around the world as well, meeting all kinds of artists, directing thousands of campaigns, and making tough strategic direction decisions at the board table. 


Till a few years ago. I became ill, seriously ill. Giving me time to reflect and to research the state of fashion. I dived into buying behavior, designed a method to buy less, published a book that influenced thousands of women, and started working at an applied Uni in Amsterdam. In the meanwhile, my brother settled at another University of Amsterdam, leading a dynamic faculty and research group in maritime & aquatic microbiology. 

Fast forward to today: currently we all know that the planet is heading for 1.5 degrees of warming, we know it’s no good, but no scientist knows exactly what will happen, or which species will survive. (remember my brother's lab experience).


This given makes everyone more conscious: not only the early adopters, and the start-ups, but as well the established institutions, brands, or organizations. Yes, we are aware that something needs to change. That’s why I opened the studio. A place where I collab with brands, companies, and cultural & social organizations. Where we stimulate a positive attitude towards social and climate issues, by changing internal structures, creating encouraging strategies, designing appealing identities, and making impactful campaigns.

Yes, let's brand the change together!


Side Positions

2024 - now   State of Fashion, supervisory board
2024 - now   Lighthouse, board member 
2023 - now   The Fabric Connector, advisory board 

Career (highlights)

2023 - now   LEONI HUISMAN STUDIO, founder
2022 - 2023  Creative Talent & Culture Lead ai, Dentsu Creative 
2021 - 2022   Head of Fashion & Branding ai,  University of Applied Sciences, Amsterdam

2018 - 2020  Research Clothing Consumerism

2003 - 2021  Brand Creative Lead & Head of Styling, G STAR RAW


Rietveld Academie - 1999, BFA | Art Direction & Set Design 

Sandberg Institute - 2002, MFA  | Product Design


De Capsulegarderobe, ISBN 978-90-225-90249

published by MeulenhoffBoekerij 2020,



Work and/or interviews have been published in; Volkskrant, Volkskrant Magazine, Parool, Trouw, NRC, NY times, LA times, Wallpaper, Items, WWD, Dezeen, Dazed, Behance, Hypebeast, Linda magazine, Nouveau, Margriet, Vogue, Elle, Harpers Bazaar & many more



DSFW, The School Hasselt, Vitra NY, Palais de Tokyo Paris, V&A museum London, Colette Paris, Yksi Eindhoven, BNO Amsterdam, Nederlandse Bank Amsterdam & more


During my study:  Hema Student Design Competition | Alessi Student Design Competition | Student Talent of the Year Talente Munich 2001 | Student Talent of the Year Deloitte 1999 

With the RAW campaign team: ACDN 2x Bronze Lamp 2021 | ACDN Grand Prix 2015 | ACDN Silver Lamp 2015 | D&AD graphite pencil 2015 | Cannes Lions Grand Prix 2014 | D&AD graphite pencil 2014 | FWA site of the day 2014  | Cannes Lions bronze lion 2013 I FWA site of the day 2013 | With Dentsu: SAN creative agency of 2022 |

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