settings not seasons

Being in a metropolitan city feels different from being in the countryside. When standing in a skyscraper in New York City, we behave differently than we would in a Florentine palazzo. These nuances in perception and behaviour are the key themes in our design explorations. Rather than thinking in seasons, Francon is based on the notion of changing settings.

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Rose Jacket

The Rose jacket reveals the Lake House edition statement woven jacquard; a botanical print inspired by the Astrantia major flower, in Dutch: the ‘Zeeuws knopje’. The Rose jacket is tailored in a slim, waist-defining shape, contains a two-way zipper and the below-the-hip impeccable length is great for layering over anything from skirts to trousers.

Archetype dressing


Existing between realities, the lake house usually comes in the form of a villa set on a private property on a lake. The expansiveness of both the lake and the plains around it contradicts the private spaces of the enclosed garden and the house itself. The tension between two seemingly opposing dichotomies disappears as we stand at the edge of the lake and feel its expansiveness as our own.

It is a place we can call home even though we are guests to nature. A space of discovery and relaxation, both familiar and new. There is a sense of liberal comfort in the lake house, a place free from strict rules and etiquette. It is where friends and family come together, where lively social gatherings interweave with moments of quiet contemplation. The lake house signifies the good life. One dresses accordingly.


Zeeland Buttons

A tribute to the traditional jewelry from Zeeland. The Zeeland buttons are worn as a piece of jewelry through the collar of a blouse or dress. This piece consists of a chain that’s attached to the buttons and are inserted through the leafs of the collar, living the chain hanging across the collar spread. Soon available online.

soon available


The June kimono, Alice top and Wilson trousers are cut from satin-jacquard with a beautiful woven hand-drawn flower print. Elevated yet comfortable.


Wear poolside or water sports.

made in Europe

All our items are made in Europe. We produce in small batches to practice responsible production and minimise waste.


Following the launch of Francon, selected styles will be available for pre-order from November '21.

delivery window

Pre-ordered items from the Lake House edition are expected to ship between 1 to 15 December 2021.



Francon’s chunky Lina sweater is knitted from Scottish yarn. It’s decorated with playful knitting patterns inspired by traditional fisherman sweaters from Zeeland, the Netherlands. Made in Belgium with an oversized silhouette that’s enhanced by dropped shoulders and a boatneck.



With Francon's affinity for clean lines and precise cut, the Alexis pants from wool-crepe are expertly tailored in a flattering wide-leg silhouette. Match with the Mia top, that is impeccably cut from the same soft fabric.