FRANCON presents VANTAGE POINT for Amsterdam Fashion Week

On Thursday, 1 September, Dutch womenswear label FRANCON hosted their first show in collaboration with the Depot Boijmans Van Beuningen during the Amsterdam Fashion Week 2022. Aptly titled VANTAGE POINT, their debut drew upon the outstanding venue and highlighted the interaction of attire and architecture at the brand’s core.

Established in 2021 by the creative director May Kaan and architect Kees Kaan, FRANCON is a new womenswear label from Rotterdam whose aesthetic represents a modern, iterative approach to dressing inspired by architectural thinking. An emphasis on setting instead of the season is key in their design exploration.

“We view fashion through context and interaction with its surroundings. Each design is defined by a lifestyle, behavior or culture of a place or occasion.” says the label’s co-founder May Kaan. Having served as an ambassador of the Museum Boijmans Van Beuningen for over five years, she immediately recognized the Rotterdam’s new cultural landmark as a perfect setting for her label’s debut.

The world’s first publicly accessible art storage facility, Depot Boijmans Van Beuningen, makes a museum’s entire collection public while providing behind-the-scenes glimpses of how a museum works. The Depot also boasts its fashion collection of modern and historical pieces by world-renowned designers, some of which are exhibited in the atrium display cases.

With its far-reaching views and different perspectives, the Depoffersers a perfect vantage point to showcase the cross-pollination between disciplines at the core of FRANCON’s thinking. The presentation featured a curated selection of pieces from the brand’s latest Lake House, Tower, and Cabin editions. During the show, musical theatre performer Annelinde Bruijs provided live show commentary.

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