“WHY CHANGE AT ALL, A HANDFUL OF DOLLARS CAN BRING RELIEF ON YOUR WAY HOME. IT IS ALL BUT A DREAM, SO BETTER BE PREPARED. WE ARE NOT GOING TO WAIT ANY LONGER, JOHN. FIRST COME FIRST SERVE.”

So says Pelican Avenue on their AW13/14 collection. The label’s philosophy is about change and constant progress, aiming to redefine fashion ideals, their content, norms and expectations.

 

 

Pelican avenue was founded in 2004 by Carolin Lerch, a graduate of the Antwerp Academy of fashion and former assistant of designer Bernhard Willhelm. Famous for questioning conventional codes of fashion, Pelican Avenue forms a wonderful opposition to constantly changing trends and the destructive attitude of hypes. Every design is determined by formal and personal reflections, and the products always reflect these ideas whilst still functioning as wearable clothes.

So in their own words, what of the AW13/14 collection?

“Somewhere set in unknown territory, south of Vegas, the collection envisions ideas of light. Neons, light beams and reflections on metallics, gold and silver, shape arches and create an overall enlightened architectural structure. The sun ray pleated skirts, pants and dresses have a laser cut hemline that enables freeform curves and a precise definition of pleating. On the padded bomber jackets the pleats sculpt around the shoulder and spread the reflections rhizomatically.”

For more on Pelican Avenue see www.pelicanavenue.com