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La Veste to launch in top French department stores
A French spirit and vintage aesthetic define the new fashion brand launched recently by Spanish entrepreneurs and influencers Blanca Miró and María de la Orden. Under the name of La Veste (blazer in French), the brand presents jackets, trousers and hats in extravagant colours and textures. Having a social media presence since its launch in February, the label is now gearing up to launch in stores. Over the next few months, La Veste will launch in Galeries Lafayette Champs Elysées and Printemps.
Long-time friends Blanca Miró and Maria de la Orden decided to combine their very different, but complementary styles to launch a brand financed by themselves after several years of friendship. The brand is “young, fresh and fun, but with a sophisticated edge”, Blanca Miró describes it. A seasoned industry insider, she has also recently launched an online private club for luxury shopping called Vasquiat earlier this year. Her partner María de la Orden is just as entrepreneurial. She was formerly sales manager of the Who’s Next trade fair, a role she held for three years, and she will combine the new project with her responsibilities as founder of fashion brand Mau Loa.
“We are inspired by vintage pieces. The sort of garments you would find in your grandmother's wardrobe, reinterpreted by us with a fun and modern touch,” says Blanca Miró about the brand’s aesthetic codes.
The founders draw inspiration from their constant travel, which is why the label has a daring character and its pieces, an optimistic humour. Whilst minimalist silhouettes, neutral tones and beige dominate the catwalks and streetstyle, La Veste chooses to focus on the intensity of colour, a range of prints from checkered to stripes, special linings and buttons and blends of fabrics such as cotton, wool and velvet.
“This is what we wanted to do, whatever its consequences. It is our very own vision, free of any restraint, whether it suits the current trends or not,” the businesswoman says. And she adds: “We think that, despite having strong and bold pieces, or precisely because of it, the collection can be made into lots of different outfits, from a minimalist to a more playful look.”
The limited-edition pieces are part of a universe ruled by the jacket (from 460 euros), which is complemented with high-waisted trousers (245 euros) and bucket hats (145 euros) - all featuring the same prints. But the collection is expected to grow with new items over the next seasons.
“We use handmade upholstery fabrics, hand-embroidered labels and high-quality linings.That us why we have set slightly higher prices, which we believe correspond to what we are doing,” explains Blanca Miró about the company’s commitment to use quality materials over offering lower prices.
Additionally, the brand’s launch comes at a time of change in the fashion industry and its traditional calendar guidelines. There are plans to launch new styles every few months. “The good thing about La Veste is that our pieces will never stop being fashionable because they are already 'vintage but not vintage' garments, as I like to call them,” Miró concludes.
On the business model, the founders comment: “We like to make few pieces to make them feel more unique and special, with a value we like to find when we buy something. From the beginning we said that we would not be everywhere, we have been very careful in our selection of where to be and we wanted to focus on a different audience.”
Currently, La Veste’s designs are available to purchase on the Vasquiat platform and on its own online store. At the same time, the brand, which has embarked on an international expansion, has a presence in the Madrid multi-brand retailer Lab Lamarca. In Paris, La Veste will make its debut in July at the newly-launched Galeries Lafayette Champs Elysées. A further launch at the Printemps department store will follow in September. The rollout is selective, but with a clear direction.
“We don’t want to be just another brand,” says Blanca Miró, aware that her extravagant designs will never allow that to happen.
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