LEXSON Lady Lab presents 4 women's fashion brands at Modefabriek

Distributor LEXSON will present four women's fashion brands in the LEXSON Lady Lab at Modefabriek this summer, including two newcomers to discover: Ball and Edblad.  

In the LEXSON Lady Lab at Modefabriek, women's fashion brands Varley, Edblad, Ball and avec ēlan present their new collections. Remarkably, the first three brands are very popular with influencers. Influencers Vivian Hoorn and Claire Rose, for instance, are big fans of Varley, which is big in America and the UK. The Scandinavian brands Ball and Edblad are loved by Scandinavian influencers and now hope to conquer the Dutch market too. 

LEXSON acquired iconic denim label Ball in early 2024. The Italian fashion brand has been around for fifty years and was the denim brand of the 1980s. Since 1 January 2024, the label has been owned by Danish fashion group DK Company, the company behind Gestuz, Ichi and Inwear, among others. DK Company initiated a major relaunch of Ball. More than ever, the focus is on jeans, but the label also brings modern interpretations of other legendary Ball classics. The women's line will be on show at Modefabriek in July.

Minimalist Jewelry

Edblad is the second new brand to be presented in LEXSON Lady Lab. A jewellery brand with a recognisable Scandinavian style: minimalist, timeless and of high quality. The jewellery brand presents itself as a fashion brand with four collections a year that respond to the latest trends. There is also a core collection with an extensive NOOS range. The jewellery is already an influencers favourite and is worn by the Swedish royals.

The third brand in LEXSON Lady Lab is British-American fashion label Varley, which LEXSON will bring to the Netherlands from its winter 2024 collection. Globally, the brand is already in more than 700 shops, including Net-a-porter, Mytheresa, Selfridges and Anthropologie. Last summer, the first brand store opened in London. The collection is inspired by the lifestyle in Los Angeles as well as London. It’s fashion, with a bit of athleisure.

Tastemakers in knitwear

And last but not least, LEXSON is bringing its own knitwear label avec ēlan to Modefabriek. It is already the brand’s fifth collection, which, instead of minimalist clean-cut silhouettes consciously opts for sparkling palates in strong colours. All this to bring back the excitement in a product category that is often mainly about comfort. In addition, the focus is on the best and most beautiful quality: avec ēlan brings 'sophisticated knitwear'.

Written by Rosita van der Kwaak