DUTCH UNIFORM NSIGHTS-7

The Dutch uniform: “Acting normal” culture has shaped influencer styling, shopping and retail trends

By Chloe James - 18 Mar 2026
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Posted by Chloe James in Strategy

1 month ago

In 2025, a TikTok that showed influencers en masse at an Amsterdam event went viral – not because everyone loved their outfits, but because these outfits were virtually identical. “When you think you are very unique,” wrote fashion creator Benthe Liem van Esch, panning to show a room awash with beige trench coats, blue jeans…

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