Club L’Avenir
Prudence and consistency
With its subtle, sophisticated design and clear profile, Club L’Avenir has struck a chord in the market. Creative Director Eef Voeten explains in an interview why consistency pays off.
Text: Nicoletta Schaper. Photos: Club L’Avenir
Eef, would you say that Club L’Avenir's style can be classified as Nouvelle Vague Française?
Eef Voeten, Creative Director at Club L’Avenir: I would say that our aesthetic is characterized by refined Scandinavian simplicity and Japanese attention to detail. Our clothing is minimalist, well thought out, with a focus on quality and everyday wearability. It is designed to last beyond the seasons.
Is fashion still part of women's self-image today?
Fashion has always been a form of self-expression. What has changed is how women use it. Today, it's more about feeling in tune with yourself, which is a good thing! Pieces from Club L'Avenir must be meaningful, both in terms of design and in terms of comfort, fit, and durability.
For example?
This new season, an androgynous, boyish charm with a feminine touch runs through the collection. Pieces with subtle details and shapes, Italian-made knitwear, wool teddy jackets, and winter-ready tailoring. The collection presents new sculptural silhouettes that emphasize feminine curves, as well as wool capes and sophisticated denim styles.
Club L'Avenir is well received in the market, isn't it?
Yes, we are seeing a significant increase in interest in Club L'Avenir, and the collections are being very well received. This confirms our decision to consistently follow our core values: sophisticated design, limited production, and a clear brand profile. Our collections are available in selected multi-brand boutiques in the Netherlands, Belgium, Germany, and Switzerland. Now we want to expand into Austria and Spain. We are growing organically, with partners who share our values. We also keep stock levels limited and try to avoid waste. In everything we do, we strive for thoughtfulness and consistency.
