Avelon_exclusive interview for DC
Avelon is a strong&straight brand. The designer Erik Frenken is telling us something about his work up to date, and some “insider tips” of Amsterdam, his city.
1- You have your own label but you worked also for others. Please tell us what you learned during your experience, and what are the most important things to keep in mind if you want to work as a designer.
Before joining Avelon I was lucky enough to work for two well-known labels that have a very different approach to the fashion industry. Alberta Ferretti’s atelier represented my very first ‘hands-on’ experience in an established design studio. From there I learnt all the different stages when building a collection and that attention to detail has to be a key focus at all times. Alberta Ferretti’s signature designs feature twisting, tucking, draping techniques and subtle layered looks. Although her style is too classic and traditional for me, I definitely made mine all of these techniques which today are still visible in my creations. The four years spent working for Viktor & Rolf definitely gave me the opportunity to completely develop myself as a designer. Working my way through from being an assistant to becoming Head of Womenswear, there I could let my creativity fly freely. Their experimental, artistic and concept-driven fashion lead me to explore new horizons of design and made me what I am today: a visionary and an aesthete who is inspired by everything that is around him and who is not afraid of creating something new and different. It is paramount to balance your vision with your day to day life – I believe that being a good designer is not just about having creative ideas but it also stands in making garments that cater for all who wish to buy them. This is what Avelon aims to be: an innovative brand for real people. On a more practical level, I would say that communication is also a prime importance in the making of a collection. There should be a good relationship between the designer and the pattern makers, with the factory and with the distributors.
2- How do you build a collection?
We start by putting together several different mood boards containing everything from colour palettes, examples of textures, fabrics, street shots, objects, photos of cities with an industrial feel, and anything that inspires us really! I love travelling and finding inspiration in the streets around the world. After deciding what angle to take and what feel we will bring to the collection, I lock myself up in my office and draw hundreds of sketches. That is when our fantastic pattern maker starts developing and giving form to the first rough details. From here, the collection starts to develop and come to life.
3- You sell in different countries: what is the relationship with your different customers?
We have a very personal and particular approach to distribution. Each customer has been carefully selected to represent Avelon. Building lasting relationships with customers is essential, with customer care and trust. This enables both the retailer and supplier to grow with Avelon in the best possible way. So far we have really great customers and I am very grateful that they all firmly believe in Avelon.
4- How is it working at Spiga2 in Milan?
It is going great! I feel immensely flattered for having been chosen by such prestigious designers and the Spiga 2’s staff are such cool people to work with. Avelon is listed among the best sellers of the boutique as well, so this is definitely helping out in the brand awareness to the public.
5- Please give us some information in advance about the theme you are working on for the next season.
The new collection has a fresh summer feel. With a lot of light fabrics in silks an viscose mixes. We use washed silks in ‘daywear’ garments to create a luxury fashion feel – we also use viscose mixes for dresses and suits to create a very light modern feel for evening pieces. This is in line with our subtle interpretation of contrast. Patchwork will be also present, being one of the signature features of Avelon, amongst really great silk plissee dresses, tops and long skirts all with raw edge finishing – representing a rough approach to delicate materials – Avelon is all about contrast.
6- Please give our readers some cultural, culinary and fashion insider tips about your city.
FASHION A Must-see for all the hype fashionistas is the SUPERMARKET BOUTIQUE The Nine Streets – De Negen Straatjes – is in the heart of Amsterdam’s canal district and is one of the city’s most delightful shopping areas! You can find everything from designer boutiques, art galleries, jewellers, gift shops, fashion shops and there are plenty of great bars, cafes and restaurants to refresh you along the way…
CULINARY Hotel de goudfazant really cool industrial place with great food! Cafe George fashion spot no 1 of the great canals in Amsterdam and it is right next to our studio.
CULTURAL My favourite spot is the Latin district called de Pijp, the most cosmopolitan and vibrant quartier of Amsterdam. Formerly a working class quarter built to ease the overpopulated Jordaan in the 19 th century and to house labourers, de Pijp is today without doubt a melting pot of cultures and nationalities, definitely inspiring!
Julikafrombudapest
