The 2016 Joke Veeze Award

This is the second time that the Joke Veeze Foundation is sponsoring a contest for new talent in fashion design and styling. The 2016 Joke Veeze Award will be presented to the designer who creates the most amazing bag.

Not surprisingly, the competition is being organised together with The Museum of Bags and Purses, a famous museum in Amsterdam that is celebrating its 20th anniversary in 2016. As part of this jubilee year, a special exhibition will open in October 2016: Royal Bags will display bags carried by members of European royal families. The Joke Veeze Foundation sees this as the perfect occasion to present its Joke Veeze Award this year for the design of a spectacular bag – and especially because Joke Veeze simply loved bags and purses. The grand prize is € 5,000 and the public’s choice award is € 2,000.

The theme chosen for the contest also reflects the museum’s anniversary exhibition: Royal Bags. The contest aims to attract submissions from new designer talent such as students and recent (within 2 or 3 years) graduates of art and fashion design academies and is intended for people who are professionally active in fashion and design.

This is an international competition in that students at academies in other European countries are being invited to participate. At the same time that the Royal Bags exhibition is held at The Museum of Bags and Purses, a separate exhibition will be showing the most interesting designs submitted to this competition, and visitors can select their favourite. The designs made by the two award winners will be included in the museum’s permanent collection.

‘Design a royal bag’

The criteria for designing the bag:

  • The design is innovative and avant-garde
  • The design is functional and carriable
  • The design displays fine craftsmanship
  • The design is trendsetting: a new must-have
  • The design has a royal look (perhaps with a tongue-in-cheek reference)
  • The bag can be made in any material
  • Submissions must be accompanied by a statement of the designer’s objective (no more than 300 words) possibly supplemented by design sketches/material samples and a CV.

The jury consists of:

  • Sigrid Ivo, Director-Curator, The Museum of Bags and Purses
  • Frans Ankoné, CreativeDirector and Stylist
  • Martijn Nekoui, Founder and Creative Director, MOAM Amsterdam
  • Cor Schrama, Chairman, Joke Veeze Foundation

Registration for the competition must be done  at the Joke Veeze Foundation website: inschrijving / registration The website also provides additional information about procedures and the email address to which the designer’s objective and CV should be sent.

The deadline for submission is friday, 23rd of september 2016. The actual bag designed by the participant must be sent to: Tassenmuseum Hendrikje, t.a.v. drs. S. Ivo, Herengracht 573, 1017 CD Amsterdam, The Netherlands.

Royal Bags will open on Thursday, 6 October or Friday, 7 October at 4:00 p.m.

The award presentations for the winning design and the public’s choice award will be held on Sunday, 15 January 2017 at 4:00 p.m.

Nominees for these awards will be invited to both events.


The Joke Veeze Foundation

Joke Veeze (1945 – 2013) was the inspirational director of Akademie Vogue in Amsterdam. Both her personal and professional lives were dominated by her boundless interest in fashion in all of its many facets. She has been a great source of inspiration for many fashion students.

Following her death on 24 May 2013, a foundation was established in her name on 11 October, its goal being to encourage talented students in fashion design and styling. To accomplish this, the Foundation sponsors competitions, presents awards, organises master classes, and supports publications and exhibitions.

One of the Foundation’s first activities was to organise an annual Master Class to be held on Joke Veeze’s birthday, 22 April. Its second activity is the annual organisation of a fashion design competition; this year, it is devoted to the most important fashion accessory of all: the bag.

The Foundation’s Executive Board is made up of:

Dick Veeze, Joke Veeze’s widower

Eduard Planting, owner, Eduard Planting Gallery; Head Curator, FotoFestival Naarden

Cor Schrama, Director, Akademie Vogue


The Museum of Bags and Purses

The Museum of Bags and Purses in Amsterdam has a collection of more than 5,000 bags that tell a story about fashion, art, customs and history. The museum is considered one of the 10 leading fashion museums of the world and possesses historic items dating from the 15th century to the timeless classics of modern design. The collection includes bridal bags, satchels, school bags, reticules, handbags, clutches, evening bags and designer bags created by famous fashion houses such as Chanel, Louis Vuitton and Hermès. The Museum of Bags and Purses is accommodated in a splendid canal-side building featuring two 17th-century period rooms and an inviting museum restaurant where visitors can enjoy lunch, a high tea, or a cup of coffee.