For five days, commencing February 14th, all eyes will be on Somerset House and other exclusive venues as some of Britain’s biggest designers showcase their latest awe-inspiring collections. In the run up to London Fashion Week, we cast an eye on the world of fashion as we aptly catch up with the woman behind Baukjen – Founder and Creative Director, Baukjen de Swaan Arons. In the interview below, find out what makes her tick, the inspirations behind the label and what’s next for the Baukjen brand.
What is the philosophy behind the Baukjen brand?
Baukjen is a destination where women can shop for every aspect of her life with ease. The handwriting is fundamentally always the same and stays true to the brand; paired back, fuss free, chic and sexy. We design collections with a focus on creating understated, everyday looks women can live in. Minimum Effort. Maximum Style – that’s our tagline and it’s what we’re all about. We have an uncompromising commitment to excellent style, design, comfort, quality, value and service.
What is it about fashion that you love?
I love the confidence that style can give you – when you feel good about how you look, it makes you happier. Plus there is always something new around the corner – I love how you can break rules and do something that wasn’t done a couple of years ago and now it’s suddenly fresh and cool again. Fashion is exciting, dynamic and ever changing. That’s probably what I love most about it.
What do you think women are looking for in their clothes?
These days, every woman I know is very busy, has long to do lists and time is a scarce resource. Women need clothes that fit within their lifestyle, that are easy to wear, have a great fit and last for years.
I am one of those women and understand how important it is to have clothes that you can go about your daily life in and look and feel great about yourself in. These days, women expect more from their clothes in the sense that they want pieces that will work in all sorts of different looks, like a coat that they can wear to work and then dress down with jeans at the weekend. Women have become savvier and more demanding and rightly so – I certainly have.