Fashion Shopping in Amsterdam

Fashion Shopping in AMSTERDAM

Fashion Shopping in AMSTERDAM XXX


Fashion Shopping in Amsterdam

Experience fashion shopping in Amsterdam. Shop the latest fashion, shoes, bags and accessories with personal shopper Jenni Ryynänen of I on Image. She knows all the hot spots and hidden gems in town -and she isn’t afraid to share with you!


This is not a sponsored post. I am recommending these shops based on personal experience on brand, quality and customer service. I on Image is an independent personal stylist who doesn’t take kick backs from shops based on your purchases.

You can always trust that the information provided is genuine and based on real user experience. The occasional promotions are always clearly labelled as sponsored posts.  This way you can make an educated choice.


Best Shopping Areas in Amsterdam

  1. 9 Streets – 9 Straatjes
  2. Dam Square and surroundings
  3. De Pijp District
  4. Leidsestraat
  5. Heiligeweg
  6. Museum District – Museumkwartier
  7. Utrechtsestraat


Fashion Shopping in Amsterdam per district


1. 9 Streets – 9 Straatjes

This section is divided in two: A. Dutch Fashion Brands and B. Multibrands Stores

1. Dutch fashion brands
Marlies Dekkers

Berenstraat 18. Empowering underwear for a strong modern woman in a beautiful setting. Cupsize galore from A to G with coveted signature straps and a selection of seductive couture lingerie.

Rain Couture

Huidenstraat 32. The number 1 fashion item in Amsterdam is a proper rain coat and this is your address to get a really great one without sacrificing the style. They also carry an adorable selection of rainproof unisex Mommy & me -looks.

Scotch & Soda

Huidenstraat 3. Hugely popular Dutch fashion house with collections for men, women and children. Known for it’s quirky prints and brave mixes of fabrics. Beautiful stores and very high quality items.

Smaak Amsterdam

Berenstraat 39. Stunning Dutch designer bags for every day use. A variety of styles from laptop bags to stylish nappy bags, evening clutches and travel accessories in a wide colour range. You can’t believe how affordable they are for what amazing quality you get. Love them and already have two, plus a few on my permanent wish list!


Runstraat 9 (also on Utrechtstestraat 139 and on Van Baerlestraat 30). A great range of Dutch business chic suits and separates for a modern professional woman. Loads of items in low-maintenance travel quality. I am here almost every week with my clients! Excellent service and price-quality.

2. Multibrand stores
JOZ Amsterdam

Huidenstraat 26, Berenstraat 29 and JOZ Travel Boutique on Berenstraat 21. I was delighted by their very friendly service and a great selection of brands: Alix, By Malene Birger, Munthe, Second Female, Storm & Marie, Stine Goya and Toral (shoes).

OU. Boutique Stories by Val + Rose

Reestraat 16. They must have a secret access to my brain as they host all my favorite fashion brands under their stylish Jordaan roof: Baum und Pferdgarten, Chloé (sunglasses), Bella Dahl, Billi Bi (shoes), Notes Du Nord, Polder, Sancia and Stine Goya. Great Instagram presence AND a very well composed online shop.


Read also: Sale shopping DOs and DON’Ts by I on Image



Kalverstraat and Nieuwendijk

Two largest and oldest shopping streets of Amsterdam stretch over 2km length and offer an extensive shopping experience with whopping 375 shops. They have all major high street brands, such as:

  • Bershka
  • H&M
  • Mango
  • Monki
  • Primark
  • Pull&Bear
  • Uniqlo
  • Urban Outfitters
  • WE
  • Zara
De Bijenkorf

Dam 1. Amsterdam’s oldest department store, founded in 1870, has a wide collection of prominent fashion labels such as:

  • 7 For All Mankind
  • Acne Studios
  • Baum und Pferdgarten
  • Claudie Pierlot
  • Claudia Sträter
  • Essentiel Antwerp
  • Fabienne Chapot
  • Furla
  • Hugo Boss
  • Levi’s
  • Maje
  • Max Mara
  • Michael Kors
  • Nikkie
  • Phase Eight
  • Reiss
  • Repeat
  • Sandro
  • Ted Baker
  • Vanilia

De Bijenkorf is also a home to world’s leading luxury brands such as:

  • Armani
  • Balenciaga
  • Balmain
  • Burberry
  • Cartier
  • Chloé
  • Givenchy
  • Gucci
  • Hermès
  • Kenzo
  • Louis Vuitton
  • Tiffany, & Co
  • Saint Laurent
  • Valentino

It is no wonder that I shop here every week with my clients!

Hudson’s Bay

Rokin 21-49. Canadian department store opened it’s doors in Amsterdam in 2017. They have a large collection of prominent fashion brands such as:

  • Calvin Klein
  • Denham
  • Drykorn
  • Fabienne Chapot
  • Filippa K
  • Guess
  • InWear
  • King Louie
  • Love Stories
  • Marc O’Polo
  • Nikkie
  • Part Two
  • POM Amsterdam
  • Scotch & Soda
  • Selected Femme
  • Superdry
  • Tommy Hilfiger
  • The Northface
  • Timberland



Anna +Nina

Gerard Doustraat 94. A really lovely Dutch jewelry and accessories brand that I got to know during my fashion editor times at Monique Magazine. They also design their own fashion collection of trendy pieces for an urban woman. AND they sell Ganni, which on it’s own is a reason to visit.

Cotton Cake

1e van der Helststraat 76. Cecilie Copenhagen, Polder Paris, Sessun, Sita Murt and more relaxed cool casual fashion brands mixed with a nice selection of lifestyle brands. They also have a small cafe in their store.


Van Woustraat 4. Fashion meets interior design and arts in this modern concept store: Another Label (Dutch), Filippa K, Ivy&Oak, Norr, Samsøe & Samsøe, Second Female, Rita Row (ethical), Vagabond, to mention a few.

Studio Jux

Ceintuurbaan 252. An impressive collection of sustainable, fair trade and PETA-approved vegan fashion brands and life style under one roof: Armed Angels, Beaumont Organic, Jan ‘N June, Kings of Indigo, Miss Green, People Tree and more. They also design their own award-winning eco-friendly fashion line that uses organic cotton, recycled materials and fish leather. This one is recommended by I on Image’s sustainable fashion panelists.


4. Leidsestraat


Koningsplein 20. This is H&M Groups sleekest concept so far. They have collections for men, women and children and also a life style section and a nice cafe. Great fitting rooms with lots of daylight. The renovation of the old Scheltema book store was an ambitious project but the results are great.


Leidsestraat 20-22. My all-time favorite shop in town where I keep going back, sometimes more than once a day! Love their no-fuss over-sized silhouettes, use of technical fabrics with traditional cotton and wool and sophisticated wearable colour palette. Their shoes are also amazing and I can’t recommend this one enough.

Hugo Boss

This German success story is known for their timeless business wear and rightly so. Their suits are just amazing! I also love their extremely good quality knitwear and well-cut shirts. A must address for every businessman and -woman looking for an easy wardrobe update.

Karen Millen

Stunning collection of business wear and occasion dresses. Their looks are always complete with matching bags and shoes. Every season they come up with the most interesting colour range. Gorgeous feminine coats and knitwear that lasts.

Ted Baker

British flower heritage meets high fashion. Beautiful business clothes and occasion wear with a romantic feminine feel. Known for dreamy prints with coordinated accessories adorned with signature bows.


5. Heiligeweg

&Other Stories

Another H&M Group success story where I just can’t keep away from. Great dresses, prints and basics. Really good shoe collections every season and a very nice cosmetics range. Highly recommended!

All Saints

British rock-chic-meets-model -looks in a serene grey washed colour palette. Loads of zippers, off-shoulder looks and asymmetric cuts. Very cool shop and always excellent service.

John Fluevog

Heiligeweg 37. Quirky Canadian shoes worn by celebrities such as Beyoncé, Lady Gaga, Madonna and epic character Alice Cooper.


Fashion Shopping in AMSTERDAM

Fashion Shopping AMSTERDAM XXX



This section is divided in three: 1. Van Baerlestraat, 2. P.C. Hooftstraat and 3. Willemsparkweg and Cornelis Schuytstraat

1. Van Baerlestraat
Azzurro Due

Van Baerlestraat 3. In my opinion the best boutique in Amsterdam. They sell exclusive high-end designer labels such as Celine, Balenciaga, Saint Laurent,  The Row, Valentino, Vetements and Off-White. Fun fact: I worked here 2003 – 2006.


Van Baerlestraat 60. My huge online favorite opened a physical store in Amsterdam in September 2018. They have a selection of great business appropriate shoes and bags from Gabor, Guess, Liu Jo, Lodi, Michael Kors, Paul Green, Peter Kaiser, Ted Baker and handbags by Mario Valentino.


Van Baerlestraat 48 and 72. A true Amsterdam fashion institute with over 50 years of history. Timeless high-end chic for all ages. It’s the type of store where you buy something today and look amazing in it in after 25 years. The creations of this fashion house have been spotted on many celebrities, such as Michelle Obama, Oprah Winfrey, Céline Dion and the entire Dutch Royal Family.


Van Baerlestraat 30. A great range of Dutch business chic suits and separates for a modern professional woman. Loads of items in low-maintenance travel quality.

2. P.C. Hooftstraat

Home to world’s most famous fashion houses such as: Cartier at number 132-134, Chanel at 68, Dior at 100, Fendi at 71, Gucci at 56-58, Hermès at 94, Jimmy Choo at 62, La Perla at 55, Louis Vuitton at 65-66, Prada at 63, Salvatore Ferragamo at 59-61, Tiffany & Co. at 86-88, Tod’s at 74 and multibrand designer bag and shoe-heaven Shoebaloo at number 80.

3. Willemsparkweg and Cornelis Schuytstraat
Salon Heleen Hülsmann

Willemsparkweg 166. Carefully curated exclusive selection of pre-loved designer items from the very recent collections from the best fashion houses in the world: Balenciaga, Celine, Chloé, Dior, Gucci, Prada, Saint Laurent, Stella McCartney, Valentino and many more.

La Dress

Cornelis Schuytstraat 39. Amazing work dresses for all body shapes! The dresses come in a rainbow of colours (including 8 shades on blue only) in their signature Italian travel-quality jersey and a wide selection of occasion dresses. You can also opt for gorgeous Mommy & me -looks


Willemsparkweg 175. Sexy, feminine and fun fashion for every day and going out by media personality turned designer Nikkie Plessen. Best for frilly skirts, slogan tees and bombshell dresses.


Cornelis Schuytstraat 31. This knitwear brand was founded already in 1978. They are specialized in every day cashmere. I have never met anyone who didn’t love this understated luxury brand and I find myself going back with my clients for great basics with that elevated relaxed chic feel.


Cornelis Schuytstraat 41-43. Founded in 2017 as a spin-off of epic Dutch suit brand Suit Supply, SUISTUDIO dresses the modern power woman in fine tailoring and sophisticated  separates. In-store alterations are available and an exclusive catalogue of made-to-measure items is offered for those seeking for an ultimate business suit experience.


Cornelis Schuytstraat 22. Fierce and feminine fashion by leading European fashion labels: Balmain, Elisabetta Franchi, Forever Unique and street wear prodigy Off-White.


7. Utrechtsestraat

Essentiel Antwerp

Utrechtsestraat 34. A shop full of beautiful happy prints and bright colours in trendy Belgian designs.


Utrechtsestraat 37. Urban and cool sustainable fashion from international brands: ARMEDANGELS, Matt&Nat, Melissa, Mud Jeans, People Tree, Kings of Indigo and Amsterdam based rainwear brand Maium.

Smaak Amsterdam

Utrechtsestraat 117. Stunning Dutch designer bags for every day use. A variety of styles from laptop bags to stylish nappy bags, evening clutches and travel accessories in a wide colour range.


Utrechtstestraat 139. A great range of Dutch business chic suits and separates for a modern professional woman. Loads of items in low-maintenance travel quality.

Fashion Shopping in Amsterdam

Happy shopping and enjoy your Amsterdam shopping day in style!


Image Consultant -Personal Stylist - Wardrobe Stylist - Personal Shopper - In Amsterdam and online

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