The Avant Collection

South Lane is a Swedish accessories brand with a focus on creating sleek designs that stand out. Originally inspired by fashion and architectural trends found in Stockholm’s artistic Södermalm district, the brand’s ethos is a clean, versatile aesthetic featuring daring touches of creative flair.

After establishing a solid reputation as a savvy street-style timepiece designer, South Lane has evolved to incorporate unique, quality materials from the world’s best sources to create a new wave of dramatic, high-end fashion watches and accessories. South Lane is the lifestyle brand for style innovators who understand that the difference is in the fine details.

THE AVANT COLLECTION, Inspiration for the edgy collection, a radical shift from the brand’s earlier designs, emerged after designer Filip Bjernebo relocated to East London in early 2013. A few simple sketches and photographs inspired by Shoreditch’s bustling, urban scene and meant for product photo backgrounds, turned into eight months of developing the AVANT COLLECTION based on abstracts of natural elements found in the area. The end result: South Lane’s most fashion-forward collection to date.
This time I have the chance to collaborate with South Lane and their Avant Collection. The watch collection is really special, modern and perfectly for any minimalist style.The rough, steampunk design consisting fake scratches and a strap in form of a zip give the watch from South Lane a special and unique style that will round up your outfit! My choice was the “Avant Surface Watch” but without the zip details and I am totally in love with it.