Pelican Avenue was founded in 2004 by Carolin Lerch, a graduate from the Antwerp Academy of Fashion and former assistant of designer Bernhard Willhelm. The label's intention is to question conventional codes of fashion, to propose a different approach, to avoid stagnation and complacency. Pelican Avenue tries to form an opposition to constantly changing trends and the destructive attitude of hypes. Each single design is determined by formal and personal reflections. The products have to reflect these ideas and still have to function as wearable clothes. The results are presented with different kinds of media like video, photography, installation, and performance. Pelican Video is the supplying video and multimedia project, in cooperation with multi media artist Michiel Helbig.The basic intention of the Pelican Projects as well as the produced pieces is challenging the unknown, rather than developing one certain style or idea. Pelican Avenue is representing on a regular basis at Paris Fashion Week. The label's work has also been shown during the Arnhem Mode Biennale 2007, the 7fashion festival 07 in Vienna, at Arteleku in San Sebastian, the W gallery in Antwerp and PARK in Vienna. "The future is about change and constant progress. pelican avenue aims to redefine fashion ideals, their content, norms and expectations."