Pelican Avenue is a fashion label designed by Carolin Lerch. Lerch was born in Austria and moved to Belgium in 1995 to study fashion at the Royal Academy of Fine Arts in Antwerp. She established the label in 2004, based on a 'de-celerated' aesthetic that questions the conventional codes of fashion and opposes the constantly changing trends of the Western fashion industry. Having previously worked on video and art projects, Lerch presents her collections through a range of media, from photography and video to installation and performance. Pelican Avenue was featured in Hywel Davies' 100 New Fashion Designers book in 2008.