In 2008 Erik 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. 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 Womenswear for 4 years, marking the collections with his seemingly innate eye for creativity. He is 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.

Founded in 2010, Avelon has grown progressively during the past two years and has proven its international appeal.


AW12 Collection

This season is about understated luxury worn with a casual attitude. Refinement of textures and raw aspects interpreted in boucles with a luxurious soft handle infused with leather details. The silhouettes in sophisticated shapes are strongly washed in linen-wool blends to create a worn inspired look. Avelon focused on creating edginess by combining a dramatically long, floor-sweeping silk skirt with a boxy woolen shape to add a touch of femininity. For this season Avelon choose various colour from warm brown shades to grey’s with highlights in brick and frost.


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