DECISIVE DETAILS AND BOLD MINIMALISM. South Lane's defining AVANT collection has been re-envisioned and expanded. Retaining its avant-garde aesthetic and traditional Scandinavian minimalism, which propelled the brand into the world of high fashion, the new collection continues to push the envelope of design.
AVANT refines its roots, combining its artistic Swiss-made craftsmanship and premium Italian leather with industrial design, to produce a modern timepiece that redefines luxury watch design.
In conjunction with South Lane’s daring AVANT collection, the brand will produce 3 unique, limited edition watch straps for the high-end fashion concept store, Luisa Via Roma. In business as a respected Florence-based store and exclusive web shop for over a decade, the Florence-based company features over 600 designer brands and emerging designs from some of the fashion world’s most promising newcomers.
The Luisa Via Roma collection will feature inventive takes on existing materials already used for AVANT and will debut new calf, suede and ostrich swatch patterns , silver coloring and a removable leather “patch” that allows the wearer to change the look.
The innovative AVANT Collection is comprised of three Swiss-made 38mm matte stainless steel dials featuring varying screw details, sketch- print surfaces and interchangeable straps made of sourced ne Italian leather in black calf leather, brown cracked leather and metallic ostrich skin. Each watch with selected strap will retail at €250 / 320$ / £200. International luxury retailers taking the leap with the brand include The Webster in Miami, Yoox in Italy and Coggles in UK with several others con rming orders for 2015.
Inspiration for the watches, a radical shift from the brand’s street-savvy earlier designs, developed after relocating to East London in early 2013. Founder/Designer Filip Bjernebo was immediately drawn to the Shoreditch’s area’s bustling, raw energy; abandoned warehouse spaces turned urban business hubs, exposed brick and pipe detailing of Brick Lane shops and hideaway bars, vintage industrial furnishings revamping the local eateries and galleries around Redchurch Street. A few simple sketches and photographs meant for product photo backgrounds turned into eight months secretly designing 3-D renderings based on the abstract results of the prints and natural elements found in the spaces. Soon after, every business trip resulted in meticulous searches for eye-catching leather textiles. What began as an ordinary task dramatically changed the brand’s style direction, resulting in the most fashion-forward collection to date.
The Collection celebrates the uber-cool vibe of the bohemian Stockholm district recently immortalized by the Millennium Trilogy books by the late Stieg Larsson.The watch face is a clean ivory color complimented by a selection of striped and solid nato straps – each representing a distinctive area of this fashionable district.
In fact, much of the campaign and upcoming video was shot at the JOHAN & NYSTRÖM café in the Mariatorget neighborhood. “Much of what is seen in this campaign is the typical day in the life of young Swedish hipster; creativity, coffee breaks and discovery”, says brand photographer Jonathan Norling.