about
leoni
huisman

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!

let's connect, say hello

resume

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

Education

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

Sandberg Institute - 2002, MFA | Product Design

Book

De Capsulegarderobe, ISBN 978-90-225-90249

published by MeulenhoffBoekerij 2020,

Publications

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

Exhibitions

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

Awards

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

about leoni huisman