AVELON spring/summer 2015 collection


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.


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