'I thought it would be interesting to place a focus on settings rather than
seasons', says May Kaan, co-founder of the Rotterdam-based womenswear label
Francon Editions.
Francon is a womenswear label from Rotterdam whose aesthetic represents a
modern, iterative approach to dressing, inspired by functional archetypes in
timeless architecture. Francon is an evolving collaboration between creative
director May Kaan and architect Kees Kaan and established in 2021. All
garments are made in Europe, produced in small batches to practice
responsible production and minimise waste. Francon’s five foundational lines
are architectural archetypes: the Lake House, the Tower, the Cabin, the
Chalet and the Palazzo. From the practical luxury of Chalet to the
festive exuberance of Palazzo, each evokes and encapsulates a distinct and
pleasurable way of being in the world. -Francon Editions-
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| Depot Boijmans van Beuningen |
Curious to get a glimpse of the brand we were very pleased to see Francon Editions was programmed on the official Amsterdam Fashionweek calendar. As May Kaan is an ambassador of the Boijmans van Beuningen museum the show was set at The Depot Boijmans van Beuningen which is the world's first publicly accesible Art storage facility. The depot is located at the Museumpark in Rotterdam and visitors can find 173 years of art collecting inside. The building itself is a piece of art and a new design object for the city of Rotterdam, developed by the architectural firm MVRDV.
The public was set on different floor of the Depot as the models walked down
the stairs. We saw straightforward designs with a practical purpose for each
piece. Coming together, having a cocktail or going to a meeting, all garments
are designed to layer and mix, expressing the mood of today's modern woman
while aiming for permanence and timelessness. We can see the appreciation and
care for the materials as they are translated in elevated sculptural volumes
and geometric structures.
Our absolute outstanding look was the cream bouclé ensemble, a mini skirt and
short tailored blazer (also comes in black and bright green), aesthetically
beautiful in it's minimal design and tailoring. Another timeless and beautiful
look was the light blue wrapskirt with an oversized light blue knit on top,
easy layered. We also loved the black laque a-line coat, feminin and
easy-to-go when styled with denim.
Proud of this Dutch brand and we are looking forward seeing the next edition
of Francon.
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