archetype dressing

Francon is a womenswear label from Rotterdam whose aesthetic represents a modern, iterative approach to dressing, inspired by architectural thinking.

Francon corresponds to specific situations and the moods they evoke. An emphasis on setting as opposed to season is key in the design exploration.

Francon’s five foundational lines are architectural archetypes: the Lake House, the Tower, the Cabin, the Chalet and the Palazzo.  From the practical luxury of Chalet to the festive exuberance of Palazzo, each evokes and encapsulates a distinct and pleasurable way of being in the world.