Avelon Erik Frenken SS/12

When it comes to dutch fashion design, it is not that easy for most people to name a famous designer. Of course names like Iris van Herpen pop out after a few minutes of thinking, but when we are talking about wearable and affordable clothes, we have to dive deep inside the www or check out every shop in Amsterdam.


But this year an upcoming dutch brand started to take over.
Avelon combines luxury garments with rough edges and delicate elements. An affordable brand, which always creates a directional and season-less look, playing with shapes and proportions in a mixture of urban, futuristic and understated luxury. Combined with high waists, long, square silhouettes framed by details like copper metals – Avelon’s trademark – like the signature metal zip lined by bright blue satin, or the small A logo never to visible making sure the clothes do the talking.
Avelon is the perfect “jeans + shirt + a special piece” label and delivers the basics like black jeans with leather patches and white shirts with black prints plus highlights like long blazers with shoulder pads and egg shaped knitted pullovers.


And behind all this, of course, we have a dutch designer:
Born in Amsterdam in 1976 Erik Frenken graduated 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. 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.

Article by Anna Bührmann