MEET THE MEMBER
Amstel Bleach x La Maison
At Amstel Bleach, we give garments a second life, transforming vintage pieces into one-of-a-kind wearable art. Every brush, bleach, and wash carries the memory of the past, rewritten into something personal, expressive, and full of emotion.
Founded by Anastasiya Prokhorova, our Amsterdam-based practice blends upcycling, texture, and storytelling, creating pieces that are felt as much as seen. Through fashion, music, and immersive experiences, Amstel Bleach invites you to slow down, connect, and experience mood, frequency, and transformation, one-of-a-kind.
Amstel Bleach began in Amsterdam as a custom vintage label and has grown into an international upcycling movement. Instead of disguising or correcting garments, we celebrate their original forms, transforming them into one-of-a-kind art pieces through experiments with color, layering, and texture.
Every creation preserves the garment’s past while giving it a new emotional resonance — a second life that is expressive, sustainable, and deeply personal.
Fashion shouldn’t destroy. Fashion should transform. Each piece reduces waste, revives materials, and proves that conscious living and strong aesthetics can coexist effortlessly.
Anastasiya Prokhorova is the visionary behind Amstel Bleach — a practice merging tactile artistry, upcycling, and emotional frequency into wearable objects and sculptural forms. Based in Amsterdam, she approaches fashion as storytelling: a dialogue between transformation, texture, and presence.
Her work exists at the intersection of soft brutalism and subtle ritual, where tension and tenderness meet. Each creation holds the marks of its past — a deliberate scar, a distressed fold, a burnished edge — inviting the wearer to feel the frequency embedded in material memory.
Anastasiya is also the creator of “I See Your Frequency”, an experiential project exploring collective awareness, emotional resonance, and the invisible rhythms connecting people, spaces, and objects. The festival is an extension of her philosophy: life and art move in cycles of attention, transformation, and renewal.
Through Amstel Bleach, she transforms ordinary materials into objects of emotional significance, with a mission to awaken perception, evoke feeling, and honor the life inside everything she touches.
At Amstel Bleach, transformation isn’t just physical, it’s emotional, energetic, and atmospheric. Every piece is meant to be experienced, not rushed. Touch the texture. Feel the weight. Let the garment speak.
This philosophy shaped the concept we brought to La Maison: an immersive, sensory night where fashion becomes a mood-driven ritual. Upon entering an Amstel Bleach event, you are welcomed with:
- Live music
- Styling by Amstel Bleach
- a glass of champagne
- a curated atmosphere designed to tune your frequency
Guests explore limited drops, styling and trying pieces in a setting built for connection. You can stay for hours, dancing, meeting new people, exchanging networks, absorbing the frequency of the room.
And when you leave, you choose:
take the piece home, or leave it at the house.
It’s not just collaboration. It’s shared frequency.
Join us in rewriting stories. Amstel Bleach isn’t fast fashion.
It’s a quiet rebellion against consumption without care. A call to slow down, to feel, to choose with intention.
One garment. One mood. One frequency at a time.
Private fittings available upon request.
