Show your smile
THE ULTIMATE RUNWAY CASTING
Sunday 05/07/2026
So Studio, Amsterdam
Friday 04/09/2026
The Creative Lab, Amsterdam
SHOW YOUR SMILE
This September, Amsterdam Fashion Week (AFW) returns as the premier fashion event celebrating innovation, sustainability, and the absolute best in fashion. This year, AFW and Colgate are joining forces with The Creative Lab for an extraordinary runway show featuring 10 independent designers.
What are we looking for?
We are not looking for traditional runway models. We are scouting real people with authentic, warm, and highly relatable energy. We’re looking for trend-conscious individuals (18+) who value self-care and radiate everyday confidence.
All genders are welcome, we are scouting the next unforgettable smile for the runway.
Your Instant Confidence Boost
Fashion is all about how you feel, and nothing elevates a look like peak confidence. That is why we are positioning the Colgate Max White Purple Serum as the ultimate fashion-forward confidence boost. As the #1 whitening brand, Colgate delivers trusted, innovative, and instant whitening results exactly when you need them most. It is your instant whitening boost for moments of peak confidence on and off the runway.
*instant effect is temporary
The Opportunity of a Lifetime
By joining our live casting, you get the chance to be part of a physical community activation filled with young, creative talent. If selected, you will:
- Walk the Runway:
Step onto the runway at an iconic Amsterdam Fashion Week venue this September and represent emerging design talent. - Get Featured:
Be part of exclusive content created by Colgate and creative partners, with visibility across commercial campaigns and social media (online and print). - Create & Experience:
Receive professional photo and video content from the event on a TFP basis, while being part of a unique fashion and beauty experience.
Have you signed up for the casting, but can't make it after all? Then cancel here.