 Frans Hoogendoorn
Couturier, Frans Hoogendoorn, dresses all of The Hague, even receives princesses and high society ladies in his salon on the Molenstraat in The Hague.
Frans Hoogendoorn’s salon is located in the Molenstraat in one of those narrow, tiny streets that typify The Hague’s Hofkwartier. His name hangs on the façade, next to a traditional cigar business and opposite a lunchroom. Behind the tinted glass, he receives his clientele. That is reassuring for ladies who would like to choose a new gown without being seen. “I try to dress the princesses as elegantly as possible.”
City person
Following a ring on the doorbell, the reporter is received in a friendly way by the amiable couturier. A while later, a seat in the small inner courtyard gives a nice view of the salon. There are various mannequins on which the newest couture is displayed. In the corner, large rolls of material in strong colours lean against the wall. Brocade material is draped across the armrest of the sofa, and the mannequin in the window is wearing a splendid orange-red robemanteau. “I’ve had my salon in The Hague since 1974” said the well-known Hague couturier. “I was introduced in The Hague by my first, and still trusted customer, the wife of a Dutch Ambassador. I was born in Rotterdam, but I have always had a strong affinity with The Hague. I’ve lived for years in the middle of the centre of the city and really enjoy it here. The Hague has beautiful residential areas, it is green and I love the sea. Furthermore, I’m really a city person. Cities can inspire me. Everything that the eye falls upon can stimulate creativity. I really love drawing and painting, and I like to visit galleries to examine the colour palette of paintings. During my study, I saw a show by Balenciaga in Paris. This style directly appealed to me. For me, Yves Saint Laurent is the greatest designer. It’s beautiful how he sets colours against each other.”
Making dreams come true
“With couture, you are concerned with the personality and sizes of the client,” continues Hoogendoorn. “This morning a bride was here. In such a case, I ask extensively about how the day will be arranged and about her wishes. After all, you have to make a dream come true. I find it beautiful if a bridal gown emphasises the personality of the person wearing it. My designs are sleek and simple. I love good lines and I’m known for full, rounded collars. My style is modern but with a classical tradition.” Audrey Hepburn and Jackie Kennedy are Hoogendoorn’s style icons. In general, he is not so enthusiastic about the dressing style of most Dutch women. “In the main, I find the fashion on the streets depressing. People dress themselves somewhat better in The Hague than in other Dutch cities. I do find it amusing to see how young women combine couture with, for example, a dress by Zara. I cannot relate to fashion for the young. My designs are for the more mature woman. I’ve worked with most of the mannequins for years.”
     
Well-known customers
Many of Frans Hoogendoorn’s customers are well-known: from the business world, high society and the Dutch Royal Family. Discretion means that he prefers not to mention names. However, it is generally known that Princess Irene, the sister of Queen Beatrix is dressed by Hoogendoorn. The proud couturier said: “It’s wonderful that she has chosen my style. I couldn’t wish for a better ambassador for my work. He’s also favoured by the young princesses. In 2001, during her acquaintance tour through the Netherlands, Máxima made a huge impression with Hoogendoorn’s piedde-coq jacket. He also designed Princess Anita’s bridal gown in 2005. “I try to dress the princesses as elegantly as possible.” In the above mentioned cases, he managed this excellently. |
