Avelon AW 2014

Amsterdam based fashion label Avelon claims to whisper, not shout. Still, the word about its impressive, effortless yet sophisticated style has spread worldwide, starting with Erik Frenken taking over as the label’s head of design in 2010 and peaking with its first show in Paris for Spring/Summer 2015. But let us have a look a the current collection first.

The sculptural but relaxed silhouettes are monochromely bathed in nude tones, black, white and an extraordinary jade green. Classic styles like sporty sweaters, basecaps and shirts are deconstructed, exaggerated in their shape and combined with feminine waistlines or hemlines. A perfect blend of streetwear and immaculate tailoring. Or as the designer himself puts it:

Avelon is something that changes every season but stays close to its signature: luxurious yet raw, effortless yet directional, and feminine yet tough. But I have to say that the real goal of the brand is to create energy.style.com review