Avelon was founded by Dutch designer Erik Frenken. Erik Frenken, born in Amsterdam, graduated cum laude in 1976 from the art academy in The Hague. In 2002 Frenken became the first Dutch designer at the Central Saint Martins College in London. After some work experience at Alberta Ferretti's studio, Erik Frenken started working at Viktor & Rolf as a trainee where he grew up to Head Designer of Women. In 2008 he became Design Director of Avelon, where he could take over Avelon in 2010.
Avelon's clothing is nonchalant and dynamic. Avelon also stands for comfortable, edgy and femininity, where vulnerability is in place. According to Frenken, the brand has a balance between modern and romantic, which results in fragile collections. Avelon was previously graphic and sharp and is now about rock and dynamic. The average Avelon woman is between 25 and 50 years old. She not only buys the clothes for the brand Avelon but about the ability to be distinctive. Furthermore, the Avelon woman is socially active, working and with an above average income. Below you will find our current offer of Avelon items. Order your Avelon item safely with Home Store, guarantee and pay aftercare with care afterwards.