Dutch fashion: Avelon

We are Avelon, we believe in beautiful different

Avelon is a Dutch women's fashion brand, located in Amsterdam.

Its designer Erik Frenken (born 1976) studied at The Royal Academy of Art, The Hague (BA) and Central Saint Martins in London (MA). After an internship at Alberta Ferretti's atelier, he joined Viktor & Rolf, where Erik was a Head designer of Womenswear for 4 years.

He started at Avelon in 2008 as a Design Director and in 2010 he took over the brand to develop and extend the Women's and Men's collections.

The list of the awards he has received includes: 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 offers seasonless looks for stylish ladies, combining garments with rough edges and delicate elements, for all types of occasions. Brand's aim is to provide clothes, that 'always speak, but never shout and every time grab the attention even in a room full of people'.

'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', says brand's statement.

Photos:
1. Dutch designer Erik Frenken
2-4. Models presenting creations from Avelon Fall-Winter 2015/2016 collection
avelon.me