High street clothing retailer Zeeman, known for its cheap and cheerful clothing, managed to infiltrate Amsterdam Fashion Week at the weekend by posing as a new up-market brand Frank, the Volkskrant reports.

Zeeman’s designs were accepted by the event organisers who, the company claims, gave the green light to a fashion show by the new label.
At the end, the name of the real company was revealed, to the applause of fashion watchers, who had been warned by press releases to expect something spectacular.
However, PR guru Bart Maussen, one of the owners of the Fashion Week organisation, told the Volkskrant that Zeeman’s clothes had not gone through rigorous assessment and that commercial labels can simply buy a show.