My London: Baukjen de Swaan Arons – Fashion Designer

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Baukjen de Swaan Arons is the founder and creative director of eponymous fashion brand Baukjen, which she runs together with her husband and co-founder Geoff van Sonsbeeck. Inspired to work in the fashion industry by her cousin, a stylist, she focuses on creating easy wardrobe solutions that are effortless to style. London also influences her collections – the idea of classics with a fresh twist and unexpected styling combinations.

The Autumn Winter ’14 collection is all about contrasting textures and a classic autumnal palette of forest-green and burgundy (both key colours for the season). We caught up with Baukjen to find out about her London loves and her favourite pieces right now.

Favourite neighbourhood:

I’m a North London girl and I love Hampstead.

Favourite place for brunch:

It has to be Shoreditch House with the kids. We go swimming and everyone orders their favourite breakfast – mine being avocado on toast with lemon drizzled over it.

Best coffee in London:

Unfortunately I’ve never liked coffee so don’t drink it. However Geoff, my husband, loves it and swears by Bar Italia in Soho. Before we had kids we used to live around the corner and would pop in when we could.

Favourite gallery or museum:

Sir John Soane’s Museum in Lincoln’s Inn Fields is like a treasure trove of discovery and I always love Kew Gardens – not technically a gallery or museum, I know, but a trip there is never wasted.

Favourite building:

It’s difficult to choose between old and new. Can I have two? I’m always impressed by the Houses of Parliament – the architecture is so incredibly intricate. And then on the flip side there’s Tate Modern which is such an inspiring use of space. I also love the new Central St. Martins building!

Favourite place to shop:

Baukjen of course! I also love to wander down Marylebone High Street and head to Liberty for gifts. It’s rare for me to spend time in the shops though, it’s all about the ease of online for me. I couldn’t live without my weekly Ocado delivery, Amazon has made my life a lot easier, and for my kids I like to shop at

Favourite place to find inspiration:

The internet. Instagram and Pinterest are addictions of mine – I can quite literally lose hours dipping in and out of mood boards and others people’s photos.

Best London destination for a date:

I love so many places in London. To name a few – Cecconi’s (great food and setting), J Sheekey, The Wells in Hampstead, The Magazine in Hyde Park, Zuma and Dinner.

Favourite park:

It’s not technically a park but we live close to Hampstead Heath and it’s beautiful there. Highgate Woods always feel like a secret haven but once you’re inside its unexpected size never ceases to amaze.

Favourite food market:

There isn’t one in particular – I prefer stumbling across new ones. I am a fan of Colombia Road Flower Market though but you have to arrive with the birds and leave almost as quickly to avoid the crowds. I’m afraid I don’t make it very often.

Your sanctuary in the city:

My home – there’s nothing better than a leisurely day spent with my kids and husband and a pile of movies, and if it finishes with huge a bubble bath then that’s even better!

What inspires you?

Ultimately the collection is inspired by the pieces I feel are missing from my wardrobe and so each season we take this and use it to further explore exactly what women want to wear. Trends inevitably trickle through and we do look to the catwalks but we’re not dictated by them – Baukjen is about effortless dressing for modern women with real lives, and this is always at the forefront of the design process.

This season I’m loving:


Ariella dress in black


Coco shirt in off-white

TP610-GRM-L_1 Napoli top in grey

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