Berlin-based label AVENIR was founded in 2020 by Sophie Claussen with the aim to avoid textile waste and to protect the environment. Thus, only existing fabrics are used for the labels’ lines. AVENIR‘s made-to-measure, small series of fabrics are reproduced from overproduced and discarded pieces that would otherwise be thrown away. To protect the environment and to minimize waste, the brand produces only the amount of pieces that is sold. When it comes to its sustainable material choice, the label focuses on denim: on the one hand as denim is widespread, on the other hand as the original production process of denim harms the environment a lot. With the creation of pre-used garments, new favourites and statement pieces are fabricated. The label also pays special attention to the quality of the denim it utilizes, for instance it always makes sure the denim that is used comprises less than 2% elastane. Interesting fact: As a customer, you can also take action and send the label your pre-used denim so that it can be used again. In that way, AVENIR, which is a french word and means ‘future’, presents us innovative ideas for the future.
SPRING SUMMER 2024 COLLECTIONS
‘Synthesis‘ can be understood as a fusion of various components which then creates a completely new appearance and feeling: the feeling of freedom. As show location, St. Elisabeth-Church, was chosen. Architecturally-wise it can be described as a highly interesting building which is situated right in the city centre. That choice underlines the unique character of this range. Musically, quadraphonic sound, produced by Julian and Liam Vice, emphasizes the unique character of the labels’ Spring Summer 2024 looks. As you may notice when observing the outftis, gender fluity plays a central role in this line. Therefore the whole collection presents itself as wearable, gender-neutral fashion. When it comes to the choice of its sizes, they are ranging from S to XL, however individual adjustments are possible as well. Therefore the creations can be worn by people wearing any size.
When observing the colour palette you will notice that, of course, a lot of denim nuances are applied: they are ranging from light-, arctic- and sky blue to cobalt, azur and midnight blue. These different blue tones are often vividly mixed and matched in one look. However this line also contains of looks that are kept tonal. Furthermore a lot of natural colours are applied, such as egg shell, snow, linen and vanilla. Moreover this collection also includes some outfits that are kept all in black. True eye-catchers are statement pieces that are shown in vibrant lime green.
What makes this range very lively is a new way of interpreting classic tailoring. Interwoven and knotted elements that can be noticed in jackets and outerwear are paired with deconstructed, detailed denim sets and accessories. Worth of mentioning is also the fact AVENIR focuses anew on denim this season, patchwork elements are repeatedly visible as well. Recycled suit fabrics, shirting, and knitwear all create a dissonant echo, starting with the show’s leitmotif: hair.
Being significant for AVENIR’s Spring Summer 2024 collection titled ‘Synthesis’ is its playful, unique and wearable character of upcycling fashion. It also makes a statement for inclusivity, feminity and hope. With the use of pre-owned fabrics, the label offers an empowered, emancipated alternative for the future. A future in which consumers focus on sustainable quality and buy in a conscious way.
©AVENIR, Photography by Jordann Wood
Production / Choreographer: Mia Wittenhaus @gly_x_
PR: Kristina Hellhake @compose__pr
Art Direction / Styling: Josepha Rodriguez @josepharodriguez_styling
Head of Hair and Creative Direction: Marvin Gliessmann @marvin_glissmann
Jewellry Colas: Ena Studios @_studioena
Casting: Hien Le Casting, @hienlecasting von Diller Agency
Photography: Jordann Wood @jordannwood
Sound: Julian and Liam Vance @julianvance_
Sponsoring: Nø Cosmetics, La biosthetique @labiosthetiqueparis
Review by Sussan Zeck for DSCENE Magazine
Photography by © Jordann Wood for AVENIR
