Clemens en August is not your average fashion label. Shunning the traditional store environment, the label has no stockists, no fashion shows and no glossy magazine advertisements. Each collection continues to cause a stir within fashion circles and garners an impressive celebrity following to boot.

As an offshoot from the giant C&A retail empire, Alexander Brenninkmeijer’s collection is full of structured pieces and sharp tailoring that refine old classics and faithful wardrobe staples. Each piece is made in limited numbers so the chances of bumping into someone wearing the same garment as you are unlikely.

Instead of relying on the more traditional ways of selling the collection, C&A prefer to use what they call “selling tours”, taking their pieces to invite-only locations (usually art galleries or theatres) around the US and Europe. The collections aren’t overly expensive, and there are no steep marketing costs that are passed onto the customer.

The latest collection takes simple, bold colours like turquoise and yellow and offsets them against the crisp basics like black tailored pants and semi-structured jackets. One of the highlights in the women’s range is the semi-transparent rain jacket styled with the canary yellow ribbon dress. The men’s collection follows suit, literally; blazers and skinny ties take centre stage, perfect for understated red-carpet chic.

http://www.clemensenaugust.com/