AERON, An invitation to women from women

Photography by Bureau Bonany

Text by Emil Nissen

Aeron, the Budapest based fashion label, with a focus on knitwear,
integrates know-how and sustainability in a subtle yet powerful way. 

MyMagazine’s editor-at-large Emil Nissen, caught up with the brand at the eve of
their AW22 show in Copenhagen, to talk about 5 questions, floating the office. 

How would you describe Aeron to someone unfamiliar with the brand? 

You know, what comes from my heart is that Aeron is the brand whose clothes you really need to feel on yourself. Aeron is about impactful elegance, a sartorial wardrobe that goes with the women's day-to-day, founded on the timelessness of craftsmanship and accelerated by sustainable innovation. It is forever, but always interesting in its cut, details, or colors. 

As Aeron is knitwear-led, do you ever find any restraints in the classical, or have we not yet seen where the exploration of knitwear can go? 

I am driven by the friction that comes from the contrast of opposites. In a classic sense, knitwear is a nice pullover. But it can be expressed in so many other ways. You can be very feminine as a woman in a knitted dress, while still being sophisticated because I find that we generally consider knitwear much more laid-back still. This new Fall-winter 2023 collection is really about thinking about how knitwear from the classic and the recent body-con trend can be elevated: we created styles for occasions in bright rayon yarns in a beautiful champagne color that is just perfect for the evening. We also experimented with lace-like, ultralight textures and bold, zebra-like prints that just resonated with the Hungarian painter's works, Vasarely. As these techniques are first and foremost technology and innovation-driven, we work in a new collaborative way with our manufacturers. 

It seems that Aeron is a brand from women to women, could you elaborate on this sentiment? 

As a child, I saw how my mother was always putting so much attention to dressing up. It was a game for her, something of an idea that I feel I inherited from her. Feeling the clothes that I design on myself, wearing them, and testing them is a key part of the design process for me. I feel that female designers have a different kind of connection to the garments they create. I can easily relate to many different expressions of being a woman, that's why we define ourselves, that Aeron is about celebrating all expressions of women. 

Do your roots in Hungary play a role in your design-making? 

In an artistic sense, on a subconscious level, most probably yes. I love the architecture: there's the modern, the Bauhaus and the brutalist heritage which is wonderful to marvel at. But there is also the aspect we really discovered after our first show in Copenhagen, that Budapest is our home, where we return to create, where we have the calm to really explore new ideas after recharging out in the world. It is also, where our loved ones live, my family, my husband and daughter — to spend time with them after work really gives me the perfect balance. 

How far are you in the process of building a circular model of production?

For the time being, we are waiting on the results of our first carbon footprint assessment project because we are committed to base our business strategy on science-based targets, and therefore to offset or inset our carbon footprint as a company. While we work on the above, we continue to make informed material choices, switch energy sources, improve and streamline our operations, and more.