For decades, Newlook-Fashiondeal (NLFD) has been the agency in the Benelux for Designer, Contemporary and Young Contemporary collections. Over the years, the agency has introduced prestigious names such as Paul Smith, Vivienne Westwood, Helmut Lang, Givenchy, Fendi, Alessandro dell’Acqua, Juicy Couture and Kenzo to the Benelux, to name a few.
More than 35 years after its foundation by Alex Delafonteyne, this driven entrepreneur remains passionately searching for new brands and emerging talents. “I can still be moved when I discover a new collection,” says Delafonteyne. “The same goes for brands that you have been in contact with for years and that suddenly give you the opportunity to work with them. My heart lies with the particularly creative, but over the years I have learned that in addition to those creative gems, you also need fresh, commercial lines for your customers. I have now really found that balance.”
The range of brands in our showroom reflects that of international department stores such as Printemps, Galeries Lafayette, Selfridges, Rinascente, Harrods and others. And not without reason: until about ten years ago, each market had its own ‘taste’ and its own range adapted to it. Due to globalisation and especially webshops such as Luisaviaroma, MyTheresa, Net-à-Porter and others, both the consumer’s taste and the range have become much more international. We have embraced this shift for years.
New additions to our portfolio include Patou, Frame, Retrofete, L’Agence, Sam Edelman, Simkhai, De Siena, National Standard, Belledonne, Rixo London, Purple Label, The Latest, Amen and Missoni accessories. For the spring/summer 2025 collection, the focus is on expanding our unique offering of American brands. In addition to the success of Veronica Beard and Hale Bob, NLFD now also adds Frame NY, Retrofête, Sam Edelman, L’Agence, Cinq à Sept and Simkhai by designer Jonathan Simkhai. This makes NLFD probably the European agency with the largest offering of American brands.
From London, NLFD welcomes after Erdem also the commercial Rixo London. Paris also remains an important partner. In addition to established names such as Vanessa Bruno, Mii, Jerome Dreyfuss, Mes Demoiselles, DMN Paris, Barbara Bui and Sonia Rykiel, Patou, Belledonne and National Standard have also been added to the portfolio this season. Milan contributes with Missoni accessories, Amen and De Siena.
Newlook-Fashiondeal distinguishes itself through its ability to select and present seasonal collections from top brands, making it an essential player in the fashion world, not only in the Benelux but throughout Europe.
Lutz Huelle
Lutz Huelle is a German designer who worked for Martin Margiela for three years. He then founded his own fashion house in Paris a few years ago. Lutz “deconstructs” garments (he calls them “deconceptualisation”) and reassembles them in an original way, combining them with other materials. This results in creative but wearable collections. Lutz Huelle is already sold at high-end stores such as Wendela Van Dijk in Rotterdam and Baby Beluga in Antwerp.
Simkhai
Simkhai, founded by Jonathan Simkhai, is synonymous with refined luxury and sensual silhouettes. In the United States, Simkhai is considered the new Michael Kors. Masterful craftsmanship and the use of rich materials such as lace and silk are characteristic of the collection. Simkhai offers a wide range of clothing, from beautiful evening dresses to stylish ready-to-wear, all of which exude a sense of elegant refinement. This brand embodies affordable luxury.
Patou
Patou is a French fashion house founded in 1914 by Jean Patou. Over the years, icons such as Karl Lagerfeld, Jean-Paul Gaultier and Christian Lacroix have left their mark on the brand. A few years ago, the brand was acquired by LVMH, who appointed Guillaume Henry, the wunderkind who revived Carven and Nina Ricci, among others, as creative director. The brand combines a rich heritage with a modern twist, resulting in timeless pieces with a playful and feminine flair.
Retro party
Retrofête is a brand that translates the glamour of the past into the present. Inspired by a vintage aesthetic, Retrofête offers a collection of sparkling dresses, ready-to-wear and striking evening wear. Ohad Seroya, the New York designer and co-owner with Israeli roots, remains modest despite the immense success of the line. He often sells the collection himself with great enthusiasm and knowledge. Jennifer Lopez, Gwyneth Paltrow and many other stars are already fans.
Frame
Frame, founded in 2012 by Jens Grede and Erik Torstensson, is a denim-focused brand synonymous with minimalistic and effortless style. The brand first became big in the United States, where it grew to be one of the most successful denim brands, and has started conquering Europe a few years ago. Frame focuses on craftsmanship and perfect fit, resulting in garments that are both stylish and comfortable. Frame is increasingly evolving into a premium denim line with an extensive range of luxury basics.
The Agency
L’Agence is a luxury brand that combines French elegance with Californian nonchalance. Jeffrey Rudes, founder of J Brand, bought the brand and appointed his daughter Tara Rudes Dann as creative director, resulting in spectacular growth of the brand in the United States. Now it’s Europe’s turn. Known for its timeless and refined designs, L’Agence offers everything from flowing dresses to perfectly tailored blazers and jeans.
Rixo
Rixo, founded by Henrietta Rix and Orlagh McCloskey, is a London-based brand known for its bold prints and vintage-inspired designs. Rixo’s collections are colorful, playful, and often feature hand-painted patterns. The brand offers a wide range of garments, from beautiful dresses to trendy tops, all of which exude a fun, carefree vibe.
Earth
Erdem, led by designer Erdem Moralıoğlu, is known for its romantic and dreamy aesthetic. The London-based brand offers beautiful dresses and elegant garments with intricate embroidery, delicate fabrics and floral prints. A favourite of celebrities and fashion icons, Erdem is synonymous with refined luxury and timeless beauty. Kristin Scott Thomas, Princess Katherine and Natalie Portman are among the brand’s admirers.
Missoni
Missoni is an Italian fashion house known for its iconic zigzag patterns and colorful knits. Founded in 1953, Missoni continues to be a leading brand in the fashion industry thanks to its innovative approach to textiles and patterns. The brand offers a wide range of garments and accessories that all exude the signature Missoni style.
Sam Edelman
Sam Edelman is America’s largest footwear brand. The brand offers a wide range of shoes, from casual sneakers to elegant pumps, all designed with attention to detail and comfort. Sam Edelman combines trends with timeless styles, making the brand a favorite among fashion- and price-conscious consumers.
The Latest
After the huge success of designer denim Haikure, producer C&S felt the time was ripe to once again offer an alternative to denim trousers, under the artistic direction of Mauro Grifoni. And so The Latest was born. With avant-garde cuts, an incredibly strong look and very interesting prices, this brand is a real winner.
Belledonne
The French Belledonne was launched a few years ago and immediately found its way to the most famous department stores in Europe, including Galeries Lafayette, Printemps and Selfridges. Now it is time for further European expansion via NLFD. Comfort and refined colours are the main characteristics of Belledonne.
The Siena
When you say De Siena, you think of vacation. De Siena offers a wide range of finely finished slippers and sandals, the style of which, often with raffia, is continued in matching beach bags with nice inscriptions. Colors, beads and embroidery give De Siena a special boho identity.
National Standard
National Standard, founded by Arnaud de Louvencourt, is known for its sleek and minimalist designs. The brand is timeless and the collection consists largely of “carry-overs” that do not have to go on sale. Refined slow fashion.
