Concept
The slogan 'Vanitas Vanitatum et Omnia Vanitas' means 'everything in life is vanity'. It is a reminder of the transcience of life, the futility of pleasure, and the certainty of the brief nature of life.
The moralistic message of Vanitas is often told to be in conflict with the sensuous depiction of subjects, but it is exactly why we think of it as a moral justification of attractive objects.
It is about appreciating the beauty in life, exactly because of it fragility. You only have one life to do whatever you want with.
Avernae is about a woman who looks as if she has bought her clothes with intelligence, put them on with care, and then forgotten all about them. She is aware of her own body and is comfortable in it. She is positive, couraguous, enigmatic and authentic. She believes that life is full of amusement when you pay attention to the details, because details are the difference between life and lifestyle.
The feature symbolises more than beauty and vanity alone: peacocks are known to eat poisonous plants with no ill effects, therefore making their feathers a symbol of immortality and rebirth. In the old days, some even believed that a fan of peacock feathers could turn plain metal into pure gold.
This is what we would like to achieve with clothing, making you feel like gold in this precious life.
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