Fashion Shopping in Amsterdam

Experience fashion shopping in Amsterdam with personal shopper and stylist Jenni of I on Image

Fashion Shopping In Amsterdam

Experience fashion shopping in Amsterdam with personal shopper and stylist Jenni of I on Image. She knows all the stylish hot spots and hidden gems in town – and she isn’t afraid to share them with you!

DISCLAIMER: 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 shops all brands from Primark to Prada.

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

The Best Shopping Areas in Amsterdam

  1. The 9 Streets – De 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. The 9 Streets – De 9 Straatjes

This section is divided in two: A. Dutch Fashion Brands and B. Multibrand & Concept Stores

A. Dutch Fashion Brands On The 9 Streets

Fabienne Chapot

Hartenstraat 7. Fabienne Chapot is known for fun and colorful designs that put you immediately on a good mood. I love their coordinated sets and matching accessories.

Marlies Dekkers

Berenstraat 18. Empowering underwear for strong modern women in a beautiful setting. Cup size 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. This is your address to get a really great one without sacrificing the style.

Scotch & Soda

Huidenstraat 3 and Berenstraat 15. Hugely popular Dutch fashion house with collections for men, women and children. They are known for quirky prints and brave mixes of different fabrics. I love their beautiful stores and easy-to-wear items.

Smaak Amsterdam

Berenstraat 39. Smaak Amsterdam makes stunning Dutch designer bags for every day use. They carry a variety of styles from laptop bags to stylish nappy bags, evening clutches and travel accessories in a wide color range.

You can’t believe how affordable they are for what amazing quality you get. I really love these bags and already have two + a few on my wish list.


Runstraat 9. Dutch fashion label Vanilia has an amazing range of business chic suits and separates for a modern Dutch professional woman.

I love their stylish pieces in low-maintenance travel quality. This brand is a big officewear favorite of my clients. They always have excellent service and a fantastic price vs. quality.

B. Multibrand & Concept Stores On The 9 Streets

JOZ Amsterdam

Huidenstraat 26 and Berenstraat 29. I was delighted by their very friendly service and a great selection of brands: Alix, Bruuns Bazaar, Neo Noir, Second Female, Stine Goya and Studio Anneloes.

OU. Boutique Stories

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, Old Habits Die Hard hats, Sessun and their own fabulous house label OU.

PRO Shopping Advice: Sale shopping DOs and DON’Ts by I on Image

2. Dam Square & Surroundings

Kalverstraat & Nieuwendijk – The Amsterdam Highstreet

Kalverstraat and Nieuwendijk are the two largest and oldest shopping streets of Amsterdam. They stretch over 2km length and offer an extensive shopping experience with whopping 375 shops.

These my highstreet favorites:

  • Calzedonia – Nieuwendijk 200
  • Guess – Kalverstraat 41
  • H&M – Dam 4 and Kalverstraat 181-183
  • Intimissimi – Kalverstraat 55
  • Kiko Milano (cosmetics) – Kalverstraat 19 and Nieuwendijk 231
  • Mango – Kalverstraat 176 and In Shopping center Magna Plaza Kalverstraat 176
  • Monki – Kalverstraat 176
  • Swarovski (jewelry) – Dam 6 and Kalverstraat 113
  • Uniqlo – Kalverstraat 11
  • Urban Outfitters – Kalverstraat 31-33
  • Zara – Kalverstraat 66-72 and Nieuwendijk 196
  • Weekday – Rokin 84

De Bijenkorf

Dam 1. Founded in 1870 De Bijenkorf is Amsterdam’s oldest and most prestigious department store. They offer exclusive services to their loyal customers, inclusing personal shopping.

They carry a wide selection of gorgeous fashion brands:

  • Baum und Pferdgarten
  • ba&sh
  • Claudie Pierlot
  • COS
  • Damsell In A Dress
  • Essentiel Antwerp
  • Furla
  • Ganni
  • Hugo Boss
  • Jigsaw
  • Liu Jo
  • L.K. Bennett
  • Maje
  • Max Mara
  • Michael Kors
  • Phase Eight
  • Reiss
  • Repeat
  • Rixo
  • Sandro
  • Stine Goya
  • Ted Baker
  • Vanilia
  • Whistles

Some of these brands are available in their online store. I always look there for styles that are missing in store.

De Bijenkorf department store is also a home to these luxury brands:

  • Balenciaga
  • Burberry
  • Cartier
  • Chloé
  • Coach
  • Givenchy
  • Gucci
  • Hermès
  • Longchamp
  • Loewe
  • Louis Vuitton
  • Marc Jacobs
  • Tiffany, & Co
  • Saint Laurent
  • Stella McCartney
  • Valentino
  • Wandler

It is no wonder that I shop at De Bijenkorf every week with my personal styling clients!

PLEASE NOTE: Due to COVID-19 my 1:1 personal shopping services are on hold until further notice. In the meantime I would love to help you shop online and give you virtual styling advice!

3. De Pijp District Of Quirky Cool

Anna +Nina

Gerard Doustraat 94. Anna + Nina is a really lovely Dutch jewelry and accessories brand for a true Amsterdam girl. They also sell my favorite fashion label Ganni, which on it’s own is a reason to visit.

Cotton Cake

1e van der Helststraat 76HS. Cottoncake offers casual cool fashion brands mixed with a nice selection of lifestyle labels. My favorites are: MbyM, Samsoe & Samsoe, Second Female, Selected Femme and their own house label Cottoncake.


Van Woustraat 4. At Hutspot fashion meets interior design and arts. In this modern concept store you can find the following fashion brands: Atelier des Femmes, Elka Rainwear, Ivy&Oak, Norr, Samsøe & Samsøe, Second Female, Rita Row and their own house label Hutspot.

Studio JUX

Ceintuurbaan 252. Studio JUX has an impressive collection of sustainable, fair trade and PETA-approved vegan fashion brands and lifestyle under one roof: Armed Angels, Beaumont Organic, Jan ‘N June, Kings of Indigo, Miss Green, People Tree and more.

Studio JUX also makes their own eco-friendly fashion line. The clothes are made of organic cotton, recycled materials and fish leather.

PRO TIP: This store is warmly recommended by I on Image’s sustainable fashion panelists.

4. Leidsestraat Entertainment Area


Koningsplein 20. Arket makes minimalistic fashion for men, women and children.They have a nice lifestyle section and a Nordic inspired cafe.

Arket Amsterdam has great fitting rooms with lots of daylight. This environment is ideal for color matching – and shameless mirror selfies!


Leidsestraat 20-22. This is my favorite shop in town for amazing no-fuss workwear. This brand is known for their minimalistic silhouettes, Nordic sense of style and sophisticated color palettes.

Hugo Boss

Leidsestraat 1-3. German Hugo Boss is well-known for their timeless business wear, and rightly so. Their suits and shirts are just amazing! A must address for every businessman and -woman looking for an easy wardrobe update.


Koningsplein 5 and 7-9. Shoebaloo is Amsterdam’s designer bag and shoe-heaven. They sell all the leading brands and hottest drops. You will find here the most coveted pieces from Gucci and Valentino.

Ted Baker

Leidsestraat 64. At Ted Baker British flower heritage meets high fashion. They make beautiful business clothes and occasion wear with a romantic feminine feel. This brand is known for their dreamy prints with coordinated accessories adorned with signature bows.

5. Heiligeweg Fashion Street

&Other Stories

Heiligeweg 26-28. &OtherStories is an H&M Group success story where I just can’t keep away from. Every season they bring out a collection of great dresses, cute prints and great basics. They have a really good shoe selection and a very nice beauty range. Highly recommended!

All Saints

Heiligeweg 49-51. 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. Canadian legend John Fluevog makes quirky shoes worn by celebrities such as Beyoncé, Lady Gaga, Madonna and epic character Alice Cooper.

6. Museum District – Museumkwartier Amsterdam

This section is divided in three: A. Van Baerlestraat, B. P.C. Hooftstraat and C. Willemsparkweg and Cornelis Schuytstraat

A. Van Baerlestraat

Azzurro Due

Van Baerlestraat 3. In my opinion the best boutique in Amsterdam. Azzurro sells exclusive high-end designer labels such as Alaia, Balenciaga, Celine, Loewe, Nina Ricci, Saint Laurent,  The Row, Valentino, Vetements and Zimmermann.

DID YOU KNOW? 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.

B. P.C. Hooftstraat Luxury Shopping Street

P.C. Hooftstraat is home to world’s most luxurious 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
  • Louis Vuitton at 140
  • Michael Kors at 111
  • Prada at 63
  • Salvatore Ferragamo at 59-61
  • Tiffany & Co. at 86-88
  • Tod’s at 74

C. Willemsparkweg Posh Neighborhood

Salon Heleen Hülsmann

Jacob Obrechtstraat 18. Carefully curated selection of pre-loved designer items from the most exclusive fashion houses in the world: Balenciaga, Celine, Chloé, Dior, Gucci, Prada, Saint Laurent, Stella McCartney, Valentino and many more.

La Dress

Cornelis Schuytstraat 39. La Dress makes amazing work dresses for all body shapes. The dresses come in a rainbow of colors (including 8 shades of blue only) in their signature Italian travel-quality jersey and a wide selection of occasion dresses. I love their 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 Relaxed Amsterdam Cool

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.

Experience fashion shopping in Amsterdam with personal shopper and stylist Jenni of I on Image
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Happy fashion shopping in Amsterdam!

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This blog was originally published on 13th June 2019 and updated on 24th July with new links and updated information.

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18 thoughts on “Fashion Shopping in Amsterdam

  1. Amber Page says:

    I plan on visiting Amsterdam, so this is super helpful than you!!

    Amber – The Unpredicted Page

  2. I on Image says:

    Oh wow that’s so cool to hear that your daughter is rocking that shirt now! Hope you can visit Amsterdam soon again xxx

  3. I on Image says:

    Hi Rayo, great to hear from you! I hope you can visit Amsterdam soon. It’s such a great city for a fashion lover like yourself xxx

  4. Rayo says:

    Wow… Amsterdam got interesting shopping centers. I’ve visited Amsterdam couple of times but didn’t really explore shopping. Maybe the next time I go, I will check out all the fashion centers

  5. I on Image says:

    Thank you Sarah! Amsterdam is full if independent gems. I posted here only a few but there are so many more. Maybe I need to do a whole new post dedicated to just Dutch fashion! Hope you can visit Amsterdam soon. You would absolutely love it xxx

  6. Lisa's Notebook says:

    I went to Amsterdam once years ago, long before Alan and I were married, but we had a wonderful time. In fact I still have a black t-shirt with a metallic tiger’s head that I bought while we were there, which Flora has now appropriated into her wardrobe – Dutch quality stands the test of time! Lisa x

  7. I on Image says:

    Thank you Alexandra! Hope you can visit Amsterdam soon. It’s a really nice city and ideal for a fashion lover with so many shopping options to choose from xxx

  8. Alexandra S says:

    Such an interesting blog post! I really wish I could visit these places one day! I’m sure I’m gonna have so much fun since I love fashion. <3

  9. Simplysarahjayneloves says:

    A lovely post and some great recommendations, I love to shop independents and the countries brands when I travel nothing better than finding something you can not get at home! Amsterdam is on our travel list (eventually!) and I can see shopping will be a must!

  10. I on Image says:

    Hi Jen! I noticed that your surname sounded very Dutch. It would be wonderful if you could visit. It’s a really nice & easy-going country and I am sure you would enjoy it. Do you still have relatives here or does the family relation go way too far back?

Chime in... I'd love to hear what you have to say!