Yesterday, we had the pleasure to attend the first official show of a young brand we love: Avoc. Behind the brand, Bastien Laurent & Laura Do come from the advertising and decoration industries. In a shed of the 10th arrondissement de Paris, the young designers showed off reinterpreted clothing basics in a hype-rave NY-Berlin like atmosphere, under the sound of Manaré.
The brand creates connections between clothing, scenography and decorative arts. Architectural lines, structured materials, minimal colors and iconic ornaments. In French, Avoc means clothing and body ornament architecture. More than an a concept, a true manifesto.
Reinterpreted unisex basic clothing with colorful sneakers, made of wool, cotton, knotted straps and snaps; and an interesting twist of burnt patches. The label confirmed its DNA, a definitely wearable, comfortable clothing line for men and women. About the models, “It’s only people we know, said Laurent, “we like having one foot in the fashion world, but we prefer to keep the other in real life”.
Using sangles to close pleats, the young design couple imagined the 20th century pirate. A collection that is more grown up as their first ones, more mature and reassuring. Hence, this collection uses smooth fabrics such as woolen cloth, giving a more feminine touch to the unisex garments.
During an interview after the show, the designers explained that the pirate word was used as an inspiration from the beginning of the design process, a sort of guide that lead them to the final scenery. Close to the end of the show, one of the models started singing, screaming, and another one started dancing/contorting. And in between masks of clowns, Putine or Hussein, Dark Vador made his own way to the underground.
“This one goes to the young pirates of the 21st century. Growing up between Paris and its suburbs, talking fast, breaking doors, driving without license, freewheel and with no sweet destination. Avoc is burning.”
Two years after presenting its first collection, the brand is already being compared to an early-stage APC, in a more edgy, avant-garde way. I don’t know about you, but I definitely want to be an urban pirate!
our favorite silhouettes
Post written by Noémie Balmat, Founding editor-in-chief
Interested in the future of fashion, the digital revolutions and advertising, Noémie has a valuable three-year experience in international advertising agencies and works with young innovative designers as a fashion tech freelance consultant. Currently working for Fred & Farid in Paris, she launched Clausette Magazine in November 2014 to gather all cool projects linking fashion & innovation in one place. Sensitive to the technological and scientific evolutions, she takes part in several Fashion Tech weeks and events as a speaker (Paris, Tokyo, Roubaix…).