*New Collection
AVENIR Spring/Summer 2024 Synthesis
A Bold Embrace of Upcycling and Freedom
written Amanda Mortenson
The ever-dynamic city of Berlin, with its legacy of championing groundbreaking ideas, shines once again in the realm of fashion. AVENIR, true to its name, represents the future with an unwavering vision. At the recent Berlin Fashion Week, AVENIR debuted "Synthesis," its Spring/Summer 2024 Upcycling Collection. More than mere clothing, it's a poignant commentary on our times and an optimistic nod to the future.
LE MILE was privileged to witness this defining moment, where fashion, once again, proved its potential to shape narratives.
AVENIR SS24
Collection Campaign
seen by Jordann Wood
courtesy of AVENIR
Born amidst the historic walls of St. Elisabeth Church, the collection's debut was more than just a fashion show. It was a poignant commentary on freedom, the body, and the societal norms that often trap us. From the quadraphonic melodies of Julian and Liam Vice that enveloped the venue to the juxtaposition of the spiritual setting, everything about the show was deliberate, evocative, and transformative.
At its core, "Synthesis" draws inspiration from the dichotomy of body hair. Through AVENIR’s eyes, what's often seen as an everyday aspect of the human body becomes a tapestry of meaning. Embodying intimacy, religiosity, and intense political symbolism, hair becomes the unifying motif, serving as a beacon for autonomy, agency, and the idiosyncrasy inherent in every individual.
AVENIR SS24 Collection Campaign
seen by Jordann Wood
courtesy of AVENIR
The sartorial choices mirror this mission. Classic tailoring is reborn with organic, fluid contours that challenge traditional masculinity. The meticulous designs range from interwoven jackets to captivating denim sets - each piece echoing AVENIR's commitment to dismantling patriarchal systems. The choice of denim is particularly notable. Once the symbol of male-dominated labor, denim transitioned to the miniskirts of 1960s women's rights activists, embodying liberation. For AVENIR, this iconic fabric remains a potent symbol of feminist emancipation.
Beyond its aesthetic and conceptual innovations, the "Synthesis" collection underlines AVENIR's unwavering commitment to sustainability. The brand's mission revolves around the principles of "Reduce, Reuse, Rewear." Every material used is upcycled from pre-loved textiles or surplus, signaling AVENIR's resistance to the rampant wastefulness of the fashion industry.
It's an intricate dance between design and responsibility. Each garment undergoes a rigorous made-to-order process. From pattern making to a meticulous double quality check and, finally, to the cutting and sewing stage, AVENIR ensures that every piece is unique. And to further solidify their commitment to a circular fashion ethos, customers can send back their pre-loved denim to AVENIR, fostering an ongoing relationship with the brand.
AVENIR was birthed in Berlin in 2020, amid a global upheaval that emphasized the need for change. Its founding principle was clear: fashion should not devastate our planet. Every choice, from the repurposing of overproduced textiles to their focus on denim, echoes this ethos. It's a call to arms against the fashion industry's excesses and a roadmap for a more sustainable, ethical future.
As consumers, when we choose AVENIR, we're not just wearing a garment. We're joining a movement. We're endorsing a future where fashion respects our planet, challenges norms, and celebrates the unbridled spirit of liberation. In AVENIR’s own words, "Because there is no planet B!"
AVENIR SS24 Collection Campaign
seen by Jordann Wood
courtesy of AVENIR
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