The Love of Craftsmanship – Exclusive interview with the designer and founder of AERON
With a true passion for the details of design, AERON is the exceptional brand you need to know
Hungary-based AERON is one to watch. Focusing on sophisticated, minimal yet timeless designs, we discuss with founder Eszter Áron her love for fashion, craftsmanship and what the brand represents. Prior to launching AERON, can you talk us through your
early career? I was really lucky at the beginning as I had the chance to design for several companies. It was straight in at the deep end as I quickly became the head of the atelier. I was still learning fashion design, but my mother really wanted me to have a much more secure career, so she pushed me to start at business school.
Tell us about launching AERON? It started in 2012 as an amazing opportunity I received from my friends. Collectively, we wanted to create an internationally appealing fashion brand and the whole process was quite organic. Back then we didn’t have the support of investors and several in-house departments like we have today, we did everything ourselves, from Budapest, with limited possibilities, until our investors joined us.
Where did your love for fashion come from? Growing up with my mum, watching her involvement in the textile industry, her passion for arts, and her love for theatre really accelerated my interest.
How has AERON evolved as a brand? This journey was very exciting, we started small, friends for a local market, step by step. Following support from our investors, we were able to reach a wider global market and hire an international team. AERON demonstrates a love of true craftsmanship.
Would you agree? Yes, in our atelier we focus on details a lot, and how well our pieces are constructed. As our styles are very minimalistic, know-how is very important to accomplish a compelling result. Tailoring, leather separates and knitwear are our key strengths.
What is at the core of the brand? A sophisticated, balanced design. Impeccable quality executed with craftsmanship to give confidence that empowers women.
What do you love about what you do? Creating our world, creating our collections doesn’t feel like a job, more like a hobby to me. Working with incredibly talented colleagues and having a constant flow of ideas is really inspiring. Talking to a global audience of women is very liberating, for me what I do is freedom. You’re a woman of many firsts. What is it like being a woman to pave the way for others? Although it takes a lot of consciousness to enjoy what you do, it makes me feel proud and lucky, that I am able to show women it is possible to be a working woman and to be a mother at the same time. It is most ideal for me to do various kinds of things I equally love by finding the right balance. One role inspires the other. What have been the hurdles you have experienced in your career? When I wanted to live up to the exceptions of others but I couldn’t stand up for myself when I didn’t trust my instincts. I think these are the things that could hold you back. As time passes you get wiser, you get more experienced, and as you educate yourself on your strengths and weaknesses, you are able to develop yourself. What have been three major milestones in your career?
When I got the chance to establish our brand, AERON. Right in our first season, we secured the Japanese market. It was a great match. The two later investments also brought new possibilities which enabled us to grow and tell our story. This spring we’re launching our collection with a pop-up at Printemps, in Paris, for the first time and we’re really excited about it. Also, we’re planning to move to a new office in Budapest.
This is ‘The Love Issue’ – what does love mean to you and how do you plan to instil love into your life throughout 2021? The purest, strongest love I have ever experienced is for my daughter, Roni. Also for my husband, my family, and my two dachshunds. I find the people around you are the most important. To take care of your friendships, your colleagues and your family are vital, and it sort of secures a sense of love. Maybe a third dog to make sure.
“Talking to a global audience of women is very liberating, for me what I do is freedom.”