Concept of Continuity
Words by Sisse Bro
Belgian fashion brand La Collection practises a radical and rare vision in the field of fashion, where trust, common sense and courage lead the way. Here, co-founder, designer and creative director Florence Cools introduces the brand through its defining values.
TRUST
“Everything we do, we do because it feels right, and because we believe that if we put in the work needed, the result will be good, no matter what,” says Florence Cools. It was with this attitude that ten years ago Cools and her husband, Artur Tadevosian, took their first joint step into the business of fashion with the opening of Damoy, a multi-brand fashion and lifestyle store in Antwerp’s centre.
Joining the slow fashion movement, La Collection was founded on the values of simplicity, longevity and quality; marked by subtle shapes, flowing fabrics and monochrome, natural hues. When Damoy had to close during lockdown, it gave Cools and Tadevosian some time to reflect on their organic evolution to working full time on La Collection. Together the pair handle all aspects of managing the brand: design, concept, production, finances and marketing. A joint effort made possible because they both believe that if you can dream it, you can do it.
AUTONOMY
La Collection distinguishes itself from most fashion brands with its boldness and consistency, insisting on the principles of slow fashion where all the processes and resources required to make clothing are considered. For example, materials are carefully sourced and never wasted: “Most of our fabrics are made especially for us with 100 percent natural fibres. We choose the yarns, because I want to be in control of which fibres we use and how they are processed. When we develop a fabric we like, we use it throughout several collections and we use every centimetre of what we have.”
La Collection distinguishes itself from most fashion brands with its boldness and consistency, insisting on the principles of slow fashion where all the processes and resources required to make clothing are considered. For example, materials are carefully sourced and never wasted: “Most of our fabrics are made especially for us with 100 percent natural fibres. We choose the yarns, because I want to be in control of which fibres we use and how they are processed. When we develop a fabric we like, we use it throughout several collections and we use every centimetre of what we have.”
COHERENCE
Long flowing fabrics, unadorned and discreet, tailored and often layered, in monochrome and natural hues; La Collection is balanced, honest and durable in all its coherence. Cools never felt the need to look far for inspiration. Although she is curious and ever learning, ideas for La Collection come from something deeper inside of her, which does not change with the seasons. “Inspiration cannot be produced like a machine,” says Cools. “Personally, if I love a piece of clothing, I like to keep wearing it, and for a long time. Once we create a great pattern, I might only adapt it slightly for the next collection, or not at all.”
From a young age Cools had an acute awareness of her immediate surroundings. Particularly intrigued by people and their cultures, she would take the train from her small village to Antwerp simply to walk the streets to observe people and their ways of life. Though there was one person who she was always drawn to, her favourite kindergarten teacher, a nun who wore a traditional habit and inspired her interest in traditional clothing. “It’s my culture I guess,” says Cools, who was brought up Catholic. “Luckily here in Antwerp many cultures and ethnicities live peacefully side by side.”
TRANSPARENCY
Cools designs clothing that delicately plays with our perceptions of the masculine and feminine, the traditional and modern, the spiritual and sensual. These understated yet intriguing contrasts propose fluidity and open-mindedness. For example, La Collection’s spring/summer 2022 looks combine tailoring, layering and a simple colour palette to achieve an elegant subtlety – qualities accentuated by the Vroenhoven Bridge, where the pieces have been photographed for this editorial. Conceived in 2011 by Brussels architecture studio Ney & Partners, the sculptural bridge that spans Belgium’s Albert Canal is an intensifying backdrop.
This latest collection has been designed to be worn in any season – underlining the brand’s defining concepts of continuity and long-term thinking. Fabrics used, like silk, cool wool and poplin cotton, can be worn alone in summer, or layered up in winter. “Its staple pieces provide the basis for transeasonal dressing,” explains Cools. “This autumn we will present a capsule collection called His & Hers, conceived on the idea of using and wasting less, yet inspired by a more romantic story: I once made Artur a wool blazer with a silk lining, which he loved so much that we decided to use it as inspiration for a unisex capsule collection. Now, when we travel together, we combine our wardrobes.”
