Can I share you one of my fashion cravings? That’s highly on my wishlist every season? Hello Dutch label Avelon, from creative director Erik Frenken.Avelon believes in beautiful differences. Its likes to be subtle, but is very strong in material and silhouette. The Central Saint Martin’s graduate debuted on Paris Fashion Week to showcase his latest collection on a larger scale at the residence of the Dutch Embassy in Paris.
For the past four years the designer label chose to shy away from the limelight and focus on building a solid retail backbone. With the support of stores such as Opening Ceremony, Harvey Nichols, IT, United Arrows and Isetan, it was time for Avelon to make an international move. “Paris has been really good for the brand both on the business and creative side ” says Erik Frenken.
The SS15 collection was inspired by the recent work of photographer Jimmy Nelson entitled “Before they pass away”. Erik found parallels between Nelsons quest for identity and its expressions and Frenkens own search for his designer signature. Inspired by the truly unique tribal wear, beautifully portrayed in “Before they pass away”, Erik Frenken set out to shape a more futuristic tribal look and feel for his SS15 womenswear collection.