Introducing Avelon: AW’11 collection

Laura Brand Spotlight, Clothing, features Leave a Comment

With summer days numbered, we have been looking at some of the trends we expect to see this coming fall/winter. One trend that continues to stand out for us, is the focus on the ratio between the softness and volume of garments. Expect to see everything from slick tailored pieces juxtapose with slouchy long cardigans to skinny jeans and warm chunky knits. One brand that is really owning this trend is Avelon.

Avelon was first discovered by Domenico Dolce and Stefano Gabbana for their multibrand boutique Spiga 2 in Milan. It is now listed among the 3 bestsellers, and it is not hard to see why.

The collection has a really urban industrial feel, and plays beautifully with shapes and proportions. Leather features heavily through out the collection and appears on almost everything from denim to knits, shirts and tops in the form of elaborated detailing and patchworks. This dedication to detail, is what really makes this collection really stand out for me. I love all the subtle details, such a their signature metal zip lined with bright blue satin.

The label has built its philosophy around the idea of constantly mixing different materials and textures in order to create the most unusual effects, this collection does exactly that.

I predict that Avelon is a label we will be hearing a lot more from in the future.