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Avelon is a Dutch label, by Central Saint Martin’s graduate Erik Frenken, former designer at Victor & Rolf. The brand was previously part of Blue Blood but is now owned and designed by Erik himself.

The line offers luxury and innovative cuts and fabrics at very affordable prices. Here are a few words behind their philosophy; Avelon believes in beautiful different.. effortless meets directional..luxury meets raw edge to give you a small example. Take a look at their About page to read all.

Here featured are some of the beautiful outfits from their SS12 range, I’m loving the proportions and use of colour. You can catch the sales right now at their online store.

All images from Avelon.me

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