AVELON

For AW13 Avelon has found its inspiration in the crisp contrasts that are present in our daily lives. Our sophisticated luxury meets rock attitude feel celebrates the contrast between shadow and light. Staying true to its “duct tape cocktail” aesthetic Avelon uses the combination of transparent and opaque fabrics to create a grungy chic effect in the collection. Slim lined and asymmetrical silhouettes are created by the use of luxury materials such as wool blends and fur. These materials give the collection depth and are used in combination with crêpe de chine and crêpe georgette to enhance the sense of contrast. This contrast is further highlighted by a sport influenced 'highend fashion meets reality' direction. Architectural and geometrical sports silhouettes are created with statement materials such as rubber and plastic. The use of rubber prints/coating, rounded shoulders and tapered pants for women give the sports inspired fabrics a “couture” shape and appeal. In the casual part of the collection Avelon uses supple fabrics and materials such as cotton, denim and poplin whilst giving them an edge through the use of cut out effects and our signature copper zippers. New to the casual collection is the introduction of contemporary paneling in which the use of contrasting colours enhance the directional sense of our designs. Key features are the menswear inspired details and cashmere T-shirts for women. The inspirational shadow and light visuals are also seen in the use of shaded colors. For instance the womenswear colour pallette consists of petrol blue, leaf green and rusty pink for women. Avelon has brought these classics into a new light and given them a more directional look. Bringing these elements together Avelon has created a collection that functions as a light for those searching the shadows for expression and identity.

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About the Designer

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Erik is based in Amsterdam, Netherlands. He studied at Central Saint Matrin's and graduated in 2004. His collections are produced in Turkey.

Born in Amsterdam in 1976 Erik Frenken graduated cum laude with a BA Hons in Fashion Design from The Royal Academy of Art The Hague and in 2004 he completed an MA with distinction from Central Saint Martins in London. After an experience at the Alberta Ferretti’s atelier, he joined Viktor & Rolf and covered the position of Head Designer of Women’s wear for 4 years, marking the collections with his seemingly innate eye for creativity. In 2008 Frenken started as Design Director for Avelon and in 2010 he took over the brand to develop and extend the Women’s and Men’s collections. Erik Frenken was also the winner of prestigious international Awards such as the Elle Style Award for best young designer in the Netherlands; the Central Saint Martins/Lancôme Innovation Award in London and the Its-One Award in Trieste Italy.
Avelon believes in beautiful different. We see beautiful where others do not. We like to surprise by being counter-intuitive, to take things out of context. Avelon likes to be subtle, but we are strong when we need to be. You will see Avelon when high fashion meets reality, when effortless meets directional. You will find Avelon when sophisticated luxury meets raw edge. Avelon likes to be smart without being boring, to be casual with flair. We do not like to shout, we prefer to whisper.
Avelon leads by following itself. Beautiful different, driven by raw edge luxury.