Pelican Avenue

Pelican Avenue was founded in 2004 by Carolin Lerch, a graduate from the Antwerp Academy of Fashion and a former assistant of Bernhard Willhelm.

The label's intention is to question traditional codes in fashion, to propose a different approach, to avoid stagnation and self-satisfaction. It looks for an opposition to ever changing trends and the destructive attitude of hypes.

Starting point of the collections and series of items are personal multi-layered reflections. The products have to support the expression of these ideas. The results are presented in their totality by different kind of medias like videos, photography, installations,...

The presentations mainly take place during conventional fashion events in order to address the circles concerned. Nevertheless the website works as anti-elitist platform to reach a larger and unprejudiced public.

Some of the series are still adapted to less abstract pieces of clothing, some are already wearable in their original conception.

The intention of the whole project as well as the items themselves is rather challenging the unknown than developing one certain style or idea.

www.pelicanavenue.com