In the month of July, everything at Blogzine is about “Belgian top 21”. For 21 days, we will be highlighting 21 Belgian companies. In these times we think it’s important to focus on buying local, hence this project. Today we are highlighting the story of fashion designer Abelone Wilhelmsen.
I’m originally from Copenhagen, but my heart
is in Antwerp!
Abelone is a Belgian based fashion designer, that grew up in a creative environment back in Denmark. She studied in Paris, London & Copenhagen, but lost her heart in our lovely Antwerp.
Originally, her idea was to stay for a few months. But this changed very quickly after she met a dynamic bunch of international designers & artists. Meanwhile, working for Veronique Branguinho, Lee Jeans & Dries Van Noten, she started her own women’s wear collection in this beautiful fashion city.
Corona, like many others, has brought her challenges, but she looks back on this period with pride for upgrading her skills, expanding her brand of urban men’s & women’s wear + networking and connecting in new ways with regular and new customers.
She told us, that it made her think more out of the box, try new stuf and as well created a more personal contact with her customers by holding online shopping sessions, delivering orders with her bike and actively engaging her customers in her “Made in Belgium” and Slow Fashion universe.
FREEDOM; free to be, who you are, do what you like & love who you want!
Freedom & Social Impact
Abelone proudly shared on May 9th, her latest ‘Freedom Capsule Collection’ with the world. The collection is designed with freedom in mind and consists of 6 Scandinavian pieces + 1 denim tote bag. The highlights of the collection are the urban POINTY jumpsuit & printed WAREHOUSE WALL silk scarf.
Urban refined daywear with a timeless vibe and graphic elements. Abelone always works with limited productions, this way the customers feel extra special and at the same time, she brings exclusivity. Her target audience and models are very important to her, – she wants to create a diverse and international brand where inclusivity is a must.
The “Cellmade” part of Abelone’s collection is created in collaboration with the male inmates from Bruges. After giving a workshop for her HAPPY tote bag, this collab will continuate in later this year. Learning a trade and being able to work in the textile workshop, gives the men pride, joy and a salery like any other free person.
Dreams & future!
When we asked Abelone about her wildest dream at the moment, her answer came quickly: she would love to go international with her clothing brand and sell her collections in cities like New York and Tokyo. She is very proud about the fact, that her customers very often gives her the compliment that she aims the must for: They are feeling free & confident!
Of course, she also has day-to-day plans for the nearby future. She is working with organic textiles for her new men’s wear styles for this autumn. Step by step moving towards a more sustainable and circulaire brand. Abelone is open to collaborations; with other designers or companies, who are focused on slow fashion, sustainability and working towards a greener fashion industry.
This autumn you will find Abelone’s collections in a new concept store and pop-up shops. A pre-sale campaign, for her men’s sweater, will be launched in September. All elements to create even more visibility & sales in Belgium. Plus international via her new webshop!
If you ask us, those are very nice dreams to work towards. We wish Abelone all the best for the future. Curious about more Belgian Brands? Then come back tomorrow for Day 4 of the Belgian top 21.