Baukjen de Swaan Arons

Founder and Creative Director Baukjen de Swaan Arons runs the company with her husband and co-founder, Geoff van Sonsbeeck. The London based brand originally launched in the UK but has since expanded across the world. Recent prestigious awards include the Queen’s Award for Enterprise and the Drapers Award for Etailer of the Year.

Baukjen grew up surrounded by creative talent with family members involved in fashion photography, styling and graphic design. Particularly inspired by her closest cousin - a stylist, she found the fashion world fascinating and knew that one day she would be part of it. Now in her role as Creative and Design Director, Baukjen oversees the creative process behind the branding and the collections, from the design stage through to the campaigns. Baukjen’s passion for a modern, fresh and strong brand is clearly reflected in its identity.

The creative direction of the brand encompasses Baukjen’s design philosophy, her aim being to create modern design classics with a twist, pieces that can be lived in and worn endlessly. Great quality and flattering cuts are at the heart of the brand, shaping styles that women can interpret in their own unique ways season after season. Growing up in London, Baukjen took great inspiration from the creative diversity of the city and the people and culture around her. She has carried this passion into the brand and now the London way of dressing – taking unexpected combinations and creating a nonchalant easy luxe - is a focus for the brand’s styling.

Baukjen loves visiting galleries, taking long walks, entertaining and holidaying in warm places with family and friends. She lives in London with her husband Geoff and their three children.

www.baukjen.com