Avelon: The New Brand You NEED To Know About

Avelon: The New Brand You NEED To Know About

Add a cool new string to your sartorial bow thanks to InStyle's Shopping Editor, Robyn Kotze, who has just uncovered the sleek new label, Avelon...

It's not everyday that we find a new fashion brand that we think is worthy of your attention but we reckon this label definitely makes the cut... 

InStyle's Shopping Editor Robyn Kotze hopped on a plane across to Amsterdam to check out what's on offer from hot new label Avelon.

One of those rare brands that encompasses high-fashion fashion with realistic wearability Avelon is effortless and directional.

Erik Frenken, Creative Director and owner of Avelon told us that the label's main goal was to be 'smart without being boring', and we reckon that it's hit the nail on the head. 

Avelon chose Paris for its first-ever international catwalk show and, needless to say, it was a major success with fashion editors, bloggers and stylists alike! The SS15 collection is a favourite of Robyn's; it was inspired by the recent work of photographer Jimmy Nelson and his quest for identity and expression. The result? Sophisticated luxury with an undeniably raw edge. In other words; the ultimate cool-girl collection. 

If you haven't heard of Avelon yet, you can definitely expect to see it popping up left, right and centre over the next couple of months after fashion hot-spots including such as Opening Ceremony and Harvey Nichols raved about it after its debut. Watch this space... 

Take a tip from Robyn on how to style just a few of her favourite pieces from the SS15 collection below...

By Robyn Kotze 
Instagram @robyn_kotze

The Sheer Panel Blazer
Robyn says: ' Keep it tonal. Wear grey and black silk camis or blouses only to keep it chic.' 

The Timeless Wrap Coat
Robyn says: 'Car coats with a wrap-tie waist are big news this winter; plus, the cobalt blue colour is seriously on-point too. I'll be wearing it with indigo denim and pony-texture brogues for an off-beat, daytime spin.'

The Edgy Midi Skirt
Robyn says: 'Ok, so it might be pink and midi in length but thanks to its raw-edged finish and black-contrast folds, there's nothing prim about this skirt. For day wear your boyfriend's navy shirt then take it to night  with a grey sheer or silk top and heels.'

The Moc-Croc Brogue
Robyn says: 'Forget heels, this AW is all about the luxe flat. These emerald green numbers still pack a boyish punch but the high-shine finish makes them perfect for wearing with your LBD's and sparkling separates for your next night out.'

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