Hi there,
I remember strolling through Amsterdam in 2022, having freshly moved, trying to get a feel for its rhythm and people. As I watched groups of cool kids pass by, I couldn’t help but notice their distinct style – streetwear that was unlike anything I’d seen before: elevated yet effortlessly cool. One girl, in particular, stood out, wearing a black varsity jacket, the leather slightly worn, with red embroidery spelling out ‘La Fam’ – something about her nonchalant presence stayed with me to this day. After that first encounter, this name seemed to pop up everywhere, and I could feel its cultural pulse – La Fam was clearly running the streets of Amsterdam.
Anna (28) and Renze Van Jaarsveld (26), the sibling duo, are the creative force behind the movement that is La Fam. They started the clothing brand in 2017, when both sought a way to break free from the constraints they had faced in the creative industry. Today, their influence extends far beyond Amsterdam, inspiring a global collective.
For this edition of the Trends on Ice interview series, I sat down with La Fam’s Creative Director Anna Van Jaarsveld, exploring the roots of La Fam, her creative journey, and how the brand’s evolution is driven by a deep sense of community, authenticity, and a playful energy that sets it apart in the fashion world.
Yours truly,
Chiara
Cover Visual: Christina Lai
Chiara: Ice breaker! Tell me about music.
Anna: Funny enough, I barely listened to music for about four years – it just wasn’t my thing. But after my breakup, I started spending more time alone, so I got AirPods and Spotify. Now, I listen to music or podcasts all the time.
At first, I was into sad Dutch songs, but over time, I shifted to older music. I love bands like The Kooks. I think as I’ve gotten older, I’ve moved away from mainstream music – I actually don’t like it anymore at all.
C: You founded La Fam with your brother Renze in 2017. Can you walk me through the journey leading up to it?
A: I was always creative – drawing, sewing, and doing photography from a young age. I thought fashion school (AMFI) would be my place, but it wasn’t what I expected. I left after three months, feeling restricted and more depressed than during elementary school (laughs). It felt like I had to follow a set structure rather than creating freely. Even during the years that I was doing club photography I felt immensely restricted. They were expecting nice, polished photos, while I was more interested in capturing raw, messy, real moments, like people making out in the corner.
Starting La Fam was my way of doing everything I loved – photography, designing, and styling – without constraints. I never wanted to choose just one direction. My brother Renze had already been creative, designing logos and video games from a young age, so we decided to work on this project together.
As we were talking about Anna’s journey, a thought struck me. Scrolling through her feed felt like traveling through different eras – each hair color marking a new chapter. It made me curious, so I had to ask:
C: You’ve had so many different hairstyles over the years – do you think that same sense of change and self-expression is reflected in the way you’ve experimented with them?
A: Oh, for sure! I had long blonde hair for a while, but when I moved out at 22, I finally felt free to express myself. My parents were always into the ‘normal’ look, so no tattoos, no piercings, no colored hair. But what is ‘normal’ really? Once I was on my own, I went all in – new tattoos, colorful hair.
At that time, I was really into bold colors, and it reflected in my work. At the same time we did a lot of colorful items at La Fam, and I was surrounded by people who worked with crazy colors, like my best friend at the time and designers like Bas Kosters.
I think that inspired me. I matched my hair color with my outfits, and I just wanted to look like some sort of monster – like a creature of my own making. I started wearing horns, spikes, grillz – everything. Every two months, I was reinventing myself. Over time, I started feeling like I wanted a more mature look. The last color I had was pink, and I realized it limited my fashion choices – I could only wear black to match it. So, I switched back to black hair for versatility, but I still love looking back at my colorful hair phases.
C: Back to La Fam! What’s it like starting a clothing brand and building such a creative community with your brother?
A: It’s a blessing. We’ve always been close, shared the same interests, and had the same friends. The first few years were tough – we had quite a lot of discussions. Now, we’ve divided responsibilities: I handle the creative side, and Renze focuses on marketing. I believe if you’re starting a business with someone so close to you, it’s important to have your distinct role.
C: La Fam is all about family. What does family mean to you?
A: Family means everything. I feel really blessed because we grew up in a stable, supportive home. There wasn’t much drama, and that’s a privilege. Our parents are more proud of the fact that we work together than the success of La Fam itself. They always say, ‘It’s amazing that you get to do this together.’ That’s a blessing.
We also built La Fam with friends. We had no idea how to run a fashion brand, so we just figured things out with people we knew. I had photographer friends, so I worked with them. I learned from friends who did graphic design, and they learned from me. A lot of our friends grew alongside the brand, and that’s why La Fam feels like a big creative family.
C: I genuinely admire how you built La Fam alongside such a supportive group of people. Over time, you grew into the role of Creative Director. It’s become a buzzword, but what does it actually mean for you? What do your daily tasks look like?
A: Honestly, I only changed my Instagram bio to ‘Creative Director’ three months ago. Before that, for five years, it just said ‘Photographer’ because I started in photography. I realized I hadn’t touched a camera in three years. I still love photography, but at a shoot, I can’t be behind the camera anymore – I want to manage everything.
Now, I handle production, styling, and sometimes even photo editing. I have a really clear vision, and while I love collaborating with stylists, I sometimes feel like no one fully understands my vision the way I do. That’s why I often do it myself.
C: That makes total sense. If you know exactly how you want something to look, it’s hard to delegate that.
A: Exactly. And creative direction isn’t just about photoshoots – it’s the whole visual identity. Most people tell us that La Fam’s visual identity is strikingly clear, and I believe that’s what truly sets us apart from other streetwear brands. Last year, I had some shoots that I wasn’t as happy with because I felt like I lost track of our core aesthetic. Now, I have three things that every shoot must include: joy, family, or color. Every project has to fit at least one of those elements.
C: That totally comes across when I look at La Fam. It has such a playful, childlike energy. Does your youth play a big role in your creative process?
A: Yeah, for sure. As I get older, I feel like I’m mentally getting younger. I hope I still feel 20 when I’m 40. I think everyone loves that feeling of being a kid – walking through life lightheartedly. That’s why I always bring in elements like bright colors or playful concepts, like the Rico Muppet.
C: What is something crucial to La Fam’s success that people don’t see?
A: Inspiration from people, events, and everyday moments. Whether it’s an art exhibition, a party, or walking down the street, these things help me to regain creativity after I feel uninspired. That’s also why we’ve learned to take weekends off… We used to work seven days a week, sometimes until 4 AM, that was just ridiculous!
C: You mentioned parties – have there been any specific parties that inspired you?
A: Just this weekend, I was at a party and saw so many beautiful and stylish people. There were even strippers, and I thought, ‘This could be a cool concept for a La Fam video.’ (Her enthusiasm was obvious)
C: That’s definitely intriguing! Now that we’ve warmed up, I have to ask you the very essential question of this format: What’s your definition of a trend?
A: Trends are short-lived and can be risky – if you follow them too much, your brand loses identity. When starting a clothing brand, designing something timeless is key. For us, our logo and color palette are essential because they create a recognizable identity. A prime example are Rick Owens designs, you can recognize his work without even seeing a logo.
C: How do you deal with people copying your distinctive designs?
A: At first, it was frustrating – especially when a major commercial brand copied many of our designs. But we’ve learned to see it as a compliment. It’s a bit silly, though, because something we did goes viral, and then we see other brands copying it. I’ve even seen other brands reuse a photoshoot we did a year ago, getting all the credit for it. We try not to let it bother us because we’re doing our own thing. I’ve even unfollowed some brands to clear my head – which is definitely preventing a lot of headaches.
C: Do you ever consider trends when designing?
A: Nah, you can’t really focus on that. We create what feels authentic to us. I watch everything during fashion weeks because I love seeing new designs, but also the whole presentation – the models, the concept, how the show’s done. I think that’s important. Honestly, I’d love to do a fashion show myself in the next couple of years.
C: I recently saw your augmented reality editorial ‘Young Love’ created by Huer Heim. It looked incredible. Do you think digital fashion is a long-term trend or just a fad?
A: A few years ago, I really thought digital fashion would take over. I went to talks, explored innovations, and saw its potential to foster more sustainability in fashion. But in the last four years, I don’t think much has changed. The momentum seems to have slowed down, and it’s not as groundbreaking as we once expected.
C: If you had the chance to try any digital fashion innovations, is there something you’d want to experiment with, like AI models?
A: No, I really love working with people, with real human beings. So, I’m not interested in that.
C: I totally understand, because real human connections are what make the creative process unique and authentic. This made me think of a podcast I recently listened to, where the discussion centered around how independent brands can make an impact in a world dominated by powerful industry players. There was a quote by Bohan Qiu, the Founder and Director of BOH PROJECT: ‘It’s coming from the streets, from the underground, from youth culture. They want to overthrow the system and build something so strong that it can’t be ignored.‘ How do you think up-and-coming fashion brands shape and influence the larger industry?
A: There’s definitely a new wave of young brands making an impact! For me, KidSuper is a great example – Colm Dillane built this brand from streetwear to high fashion without a formal fashion background. He made it to Paris Fashion Week simply by staying true to his vision and keeping his childlike energy. That’s inspiring.
C: What do you think helped KidSuper reach that level?
A: I think Dillane’s credibility is huge – his pop-ups, Instagram, and work with celebrities like Bad Bunny really amplify his reach. People connect with his authenticity. He’s like a music artist, the face of his brand, shaping its status. Unlike the past, where designers stayed behind the scenes, today, many are front and center.
C: Do you see KidSuper’s journey as one you want to follow?
A: Yeah, I definitely relate to his approach. But at the same time, I want stability. To get that big, you have to sacrifice a lot, and I think most designers at that level are working non-stop. I want to get big, but I also want to maintain a healthy balance in my life.
C: I feel that. It’s also really hard to take a break when you’re so passionate about your business, but it must be nice having your brother to share the load and keep each other motivated.
A: Yeah, exactly. If I’m slacking, Renze picks up the pace, and vice versa. We really push each other to keep going.
C: Is there anything else you want people to know about La Fam?
A: Yes, this year we’re taking over Paris! Well, we’re going to try it out for six months. If it works out, then we’ll see where it takes us. The goal is to work harder, and Paris gives us a fresh start with fewer distractions than we have here. I love Amsterdam, but it’d be great to have a base in both places.
C: If La Fam were a song, which one would it be?
A: (Pauses and laughs) You know, I’m dyslexic, so I never remember song names. But probably Crush by AJ Tracey featuring Jorja Smith. Actually, Jorja wore one of our jackets in the music video, which was such a special moment for us. It really feels like a milestone whenever an artist that we admire wears our designs – it’s what keeps us going and motivates us.
As told to Aa Magazine
