Produced to the highest standards using quality fabrics, Francon editions correspond to specific situations and the moods they evoke, rather than the distracting edicts of the fashion system. An emphasis on setting as opposed to season makes for beautiful pieces which build over time into a coherent and timeless wardrobe for the modern woman.Founded in Rotterdam in 2021, Francon is an evolving collaboration between creative director May Kaan and architect Kees Kaan. Throughout a career working in communications for the likes of Yves Saint Laurent, May Kaan became acutely aware of the industrywide consensus that the fashion system, and its ephemeral output, is out of step with how we want to live, and ripe for transformation. The question remains: transformation into what? Her partner’s profession – specifically, good architecture’s devotion to context and continuity as well as aesthetics – proved an unlikely source of inspiration for an alternative way of thinking about, designing and manufacturing womenswear.