SWEAT | The Sustainable Fashion Statement By Avenir
Avenir takes sustainability to a new level, seamlessly blending eco-consciousness with bold, 1970s-inspired designs. Sophie Claussen’s new collection embodies this vision. ‘SWEAT’ highlights the impact of climate change and fashion’s role in addressing it. Every element of the collection presents this message in a multifaceted and unavoidable way.
Founded in Berlin, Avenir is a fashion brand with a circular ethos. Sophie Claussen, creative director at the brand, brings a modern twist to the bold, authoritative style of the late 1970s. Sustainability is at the core of Avenir, with clean, structural designs that emphasise upcycling materials and minimising waste. The brand has earned impressive recognition, winning awards at the Berlin Contemporary competition and the Bunte Young Talents Award in 2021. Additionally, Avenir’s collections have been featured at Berlin Fashion Week, cementing Sophie Claussen’s place as a fashion visionary.
SOPHIE CLAUSSEN: THE VISIONARY BEHIND AVENIR
Sophie Claussen’s journey in fashion began with a childhood passion for nature and textiles. What started as a fascination with painting and designing doll outfits transformed into a career grounded in sustainability. Originally from Hamburg, she studied fashion design at Armgartstraße, then moved to London’s Central Saint Martins to enhance her pattern-making skills. While here, the waste created by the fashion industry moved Sophie to return to Germany, determined to create a sustainable label.
‘SWEAT’: A CALL TO ENVIRONMENTAL ACTION
The 24/25 Collection ‘SWEAT’ is an urgent and powerful call for action. ‘SWEAT’ references the heat, discomfort and distress caused by climate change while spotlighting fashion’s role in global warming. Avenir’s commitment to sustainability is unwavering throughout the collection, with slow-fashion principles woven into every piece. Claussen uses upcycled materials while playing with colours, silhouettes and textures to reflect the relationship between heat and cold in a climate-changed world. Manipulated fabrics, textured layers, and temperature-inspired colour palettes enhance the narrative of ‘SWEAT’, creating an emotive experience for both the viewer and the wearer.
STANDOUT PIECES
‘SWEAT’ has many standout pieces that embody Sophie Claussen’s vision. The Temperature-Inspired Patchwork Jacket, crafted from upcycled material swatches is a testament to sustainable design. Textures and colours are merged to create this visually stunning garment that embodies both creativity and environmental consciousness. Another remarkable piece, the Laser-Printed Denim, showcases eco-friendly innovation through advanced laser printing technology. The collection also features the Power Dressing Ensemble, which epitomizes self-expression and elegance, highlighting Claussen’s dedication to craftsmanship and empowerment in contemporary fashion.
AN IMMERSIVE EXPERIENCE
‘SWEAT’ is more than just clothing; it is a call to collective action. Interactive elements like immersive sound design from threatened natural environments are paired with creative set designs. Community engagement is prioritised through sustainability partnerships and a message of collective strength. These designs inspire reflection, awareness and action, urging viewers to confront the reality of climate change.
