london – WWD has learned that Aron, a Budapest womenswear fashion label owned by Vanguard Group, will be reestablished as a responsible and transparent knitwear label.
An official announcement is expected on Monday, which coincides with the release of the brand’s pre-fall 2022 collection.
The company has also changed price points and created a new, A-shaped logo, brand identity, packaging and signature color: mimosa yellow. The new shade is meant to serve as a metaphor for “flexibility, sensitivity and the extension of one’s life,” according to the brand.
Ezter Aron, founder of a Central European label that comes from a generation of tailors, said the company decided to focus on knitwear as it has been the best performing category to date.
“It also allows for a wider market opportunity for the company,” she added in an interview with WWD.
ezter aron
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More importantly, Aaron said that new developments in apparel technology now allow Aeron to become a responsible and transparent knitwear label without asking customers to pay a premium.
The re-launch will mark the debut of its new seasonless and sustainable Core collection called Zero, which will range in size from XXS to XXL. The introduction of Zero means that the entry price points for the overall collection are lower than before.
Xero features woven pieces exclusively made at Shima Seki Machinery using zero-waste wholegarment technology, which enables seam-free knitwear made in three dimensions directly from the machine, reducing waste and energy consumption.
This machine, in addition to modified sourcing practices and a fine-tuned design process, means that 75 percent of the Fall 2022 collection is made from natural materials, while 63 percent are certified sustainable pieces.
All production is based in Hungary, or nearby countries, which the company said has helped reduce its carbon footprint significantly.
The line will launch with a palette of black and cream. New seasonal colors and styles will be added in the coming months.
Pricing for the main collection and seasonal offerings will vary. The Xero line starts at €115 to €495, while the more trend-focused fashion collection will offer a wider range of knitted and woven styles, as well as categories such as tailoring and leather, through the lens of knitwear. , with prices between 195 euros and 1,295 euros.
A look from the Aarons Pre-Fall 2022 Collection.
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“With the Zero line, each season we style our knit collection with staple knitwear pieces. So eventually a full wardrobe comes alive,” Aaron said.
Aeron Managing Director Virag Varga said that post the rebrand, the label is looking to shift its business primarily online and from wholesale to physical retail.
In the first phase, the brand will upgrade its corner in Harrods to reflect the new identity. Looking at the medium to long term, Varga also revealed that the brand is looking to expand its retail footprint by opening its first physical retail flagship “closer to home”.
Thanks to the help of friends and investors in 2012, the label was acquired by Hungarian fashion group Vanguards in December 2019.
The fashion group also owns Nanushka, where the group’s founder Peter Baldaszati is chief executive officer, and is married to the brand’s creative director, Sandra Sandor. It also owns Loris Messina and Simone Rizzo’s Milanese brand Sunni.
Three looks from Aaron’s Zero Core collection.
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“The Vanguard brand embodies the new luxury mindset,” said Varga. “We are marrying content and commerce by being local, but global. We have the responsible mindset and the digital mindset. These are worldwide brands that go beyond clothing. They are really building these luxury brands of the future based on how consumers actually shop today.
“Traditional luxury brands are incredibly important, but we still have the potential to aim to be the responsible industry leader in this new luxury segment. The Vanguards Group provides the infrastructure for us and for other portfolio brands as well. We can further develop our unique selling points.”
Asked if the rebrand was a way for the group to better differentiate the Aeron from the Nanushka, Varga said, “It’s true that we share manufacturers. But our designs are deeply and deeply involved in sourcing and manufacturing.” It requires specific knowledge that we have internalized, and invested in.
“We will position Aeron as a standalone Budapest-based brand in the international market. We see brands growing parallel together,” said Varga.
related:
Nanushka Resort 2023
Sunni aims to breathe fresh air into retail with inflatable pop-ups
Nanushka Parent Company Vanguards Appoints Chief Brand Officer
Originally published at Pen 18
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