AVELON ファッションブランド 2011年秋冬メンズコレクション

AVELON 2011 AUTUMN／WINTER MEN'S COLLECTION

AVELON 2011 AUTUMN／WINTER SEASON － BRAND Q&A

Q1. Please outline your concept for AW11 and the reasons behind it.

This season was all about contrast. Balancing softness with raw cut pieces. Though and strict looking versus relaxed and effortless.We call it duck-taped cocktail dresses. The luxury of a cocktail dress versus the rock and roll feeling behind the ducktape. So we used luxury silk and combined it with 'poor' washed cotton jersey.We washed beautiful wool to give it a more rough look and we used a lot of leather patchwork.

Q2. For this season, what fabrics are you paying attention to?

For the new summer we used ultra light jersey and enzyme washed silk to create a used effect. We used this material to make light tailored fluid trenchcoats and overzided zipped up dresses.
Further more we used the lightest leather for jackets and dresses with zip off sleeves. Finally we used a double faced jersey to give contrast by the use of colour blocking colours for the inside of the garments.

Q3. What role does color play in your AW11 collection?

We using lots of light colours like wassed white, dirty white, soft grey and some pop blue. But our basis always starts with black.

Q4. Please choose 3 key items from the collection and outline why you chose them.

We have a long sleek floor length dress which we combined with cool platforms which is so simple but so sophisticated it's Avelon in an essence. Our leather products I love, its my way of adding a raw touch to classic items like denim. Every collection has specials, these specials are my ultimate outlet my way of going wild.

Q5. Please tell us what things are important to you when thinking of a new design.

It needs to be cool, effortless, wearable and unusual just like Avelon.

Q6. What do you think of fashion in Japan?

I love Japanese design!! I think it is really cool.

Q7. Is there any news of your brand?

We are a very young company. We have sold only two collections so far and it is going really good. We have doubled our orders from the first season. And we heard from our retailers that it is selling very well. We expect a lot from the 3rd season because we are getting a lot press and also shops are approaching us from all over the world.
Sometimes I ask myself how they found us...
Anyway all this good news makes us think of the first Avelon shop...

Q8. Finally, please give us your thoughts on our website JAMOOL.

I think it is great! There's a lot a news about the industry and brands and collections. It a big website with lots of cool stuff!
Really up to date I must say! Congratulations! Love it.

go to official site

AVELON

Designer

Erik Frenken

Born in the Netherlands in 1976 Erik Frenken graduated with distinction from the Royal Academy of Arts in The Hague and in 2004 he got his MA from Central Saint Martins, London also with distinction. His seemingly innate eye for creativity is internationally appreciated and become apparent in winning prestigious international awards such as ‘ELLE Style Award’ for best young designer, the ‘Central Saint Martins/Lancôme Innovation Award’, and the ‘ITS-ONE’ Award.
After working at Alberta Ferretti for a short period Frenken joined Viktor & Rolf, where he worked as head designer women’s wear for four years. In 2008 Erik started as design director for Avelon, in 2010 he took over ownership of the brand to develop and extend the women’s and men’s collection.

“Avelon stands for poor luxury, I want to make design attainable again”.

Concept

Avelon is a designer brand and it's the most beautiful in its kind.
The aim of the brand is to be special & limited without being ”exclusive”. It is designed for people who are aware of their sense of style and want to be recognized for showing an understated personal signature. Avelon combines luxury garments with rough edges and delicate elements. An affordable brand, which is always special and distinguished and creates a directional and season-less look for every occasion!
Avelon; ' A Duck-taped Cocktail dress'

“the concept of the brand fits its imaginary name. Its not about me, its about the brand”.

URL : http://www.avelon.me/