SEAMEHAPPY ARCHIVE SALE IN AMSTERDAM

words by NATALIE GAL

This Wednesday, we were invited to SEAMEHAPPY’s intimate press dinner, a magical evening filled with acoustic live music, candle-lit conversations, and an exclusive first look at their archive collection.

And what a night it was. The mother-daughter duo behind the brand, Mercedes Schwithal and Noémie Moereels were the most gracious hosts, setting the scene for an unforgettable evening. Picture this: softly lit white loft where colourful silhouettes sway on the racks and a long, candle-lit table inviting us. Surrounded by SMH's iconic designs, bold, kaleidoscopic, and effortlessly elegant. It felt like walking through a living mood board.

But let’s rewind for a second. Who are the minds behind SEAMEHAPPY? Mercedes and Noémie started in 2016 with a small tie-dye project. However, what started in a kitchen soon grew into a fashion label, which, to me, beautifully redefines what it means to be both timeless and expressive. Their designs are a swirl of colour, crafted with premium materials and and true commitment to quality. Sustainability is embedded in every piece. Around 70% of the collection is handmade in Belgium, the tie-dyeing still happens in Mercedes' kitchen.

In an industry that often chases the next microtrend, SEAMEHAPPY offers a refreshing alternative: pieces made to last, to be cherished, to live with you, not just hang forgotten in your closet once the next fleeting trend takes over.

Trying on their clothes felt like playing dress-up in the best possible way. Imagine a room full of girls laughing, twirling, and running around in fabulous dresses, there’s a joy and lightness to these silhouettes that’s hard to put into words.

I’ve been wearing the dresses for the past few days, and honestly? I haven’t felt this comfortable and radiant in a long time. These are simple silhouettes, yet they somehow make you stand out in every room. Strangers have stopped me to ask, “Hey, where is that from?” That says everything.

Is SEAMEHAPPY one of my new favourite brands? Quite possibly. Ever since I was a small kid I was told, “Trends come and go, but style is forever.” And that’s exactly what SEAMEHAPPY captures, enduring style, soulfully made. There’s truly something here for everyone. If you’d like to explore their pieces, the Amsterdam ARCHIVE SALE runs from 1 - 4 May at Studio3000.