Veceur, formerly known as STONE, is an emerging fashion label loved for its chic knitwear that embraces feminity and wardrobe staples. Since its launch, the brand has quickly amassed a growing list of celebrity supporters including Kylie Jenner, Gabrielle Union, and Anastasia Karanikolaou to name a few.
The label’s range is comprised of seasonless, minimal designs to elevate your wardrobe during any time of the year, whether it be the ultimate high-waisted skirt with straps that wrap around the waist or a crochet bag to accompany your outfit. Knitwear dominates most of the lineup, using a combination of materials such as nylon, polyester, and viscose, as well as cotton. Standout garments include the Knitted Square Top, which features a low square neckline with straps that wrap around the neck and cross at the back. Complete the look with Veceur’s Knitted Mini Skirt, boasting a lace-up tie and side split.
Elsewhere, the Knitted Dress dons on a crochet mesh style with short sleeves—a one-size offering that comes in a loose fit for comfort and mobility. The Knitted Halterneck Top, on the other hand, is available in three hues: black, white, and beige. Speaking about the garments, founder and designer Laura Vince tells us, “When our customer puts on our pieces we want them to feel like they are wearing something that can be worn from day to night, something that not everyone is wearing, and something that can last season after season and still feel fun and exciting to put on.”
To learn more about the label, we spoke with Laura in regard to the genesis of Veceur, establishing the brand’s identity, and some of her more prominent designs among other topics. Read on for our conversation.
To begin with, can you tell us about your background and what prompted you to create your own fashion label?
In my early teens, I always knew I wanted to have my own business. I never had a desire to work for someone else so I used that to drive me. When my love for fashion started to become more than just a hobby I knew that having a clothing brand was what I wanted to do. When I finished high school I went straight into studying Fashion in Australia and during that time I launched my own brand. I always had a part-time job on the side, which helped me fund my brand, or interned at other companies but my goal was always to grow my own business. Shortly after moving to New York in 2018, I put all my focus and time into running my brand and I feel blessed to be doing what I love every day.
What was the process like when establishing and figuring out the identity of your brand?
When I am starting anything new whether it be a new project, collaboration, design, or a whole new brand I always start by asking myself what do I want the end goal or product to look like. From there I work backwards and figure out creatively and practically how I can achieve it. For example, figuring out the identity of my brand I asked myself who do I see wearing it? how will it make that person feel? and what will people think when they hear my brand? These small questions are a big process in starting anything creative because you have to think not only from a creative level but also from a marketing level.
If you may, can you describe the VECEUR ethos, aesthetic, and how it celebrates women through minimalism and seasonless garments?
Veceur embodies the true meaning of practical minimalism and seasonless pieces by its versatility, accessibility, and how it makes women feel. When our customer puts on our pieces we want them to feel like they are wearing something that can be worn from day to night, something that not everyone is wearing, and something that can last season after season and still feel fun and exciting to put on.
The Knitted Halterneck Top and Knitted Dress are among some of our favorite garments—can you walk us through what your design process is like?
Creating the Knitted Halterneck Top was so much fun. I love to explore new textiles and find that it is my main source of inspiration when I start designing and thinking about what’s next. I came across some amazing knitting techniques so I started playing around with some yarn and knitting sticks and started to develop my own prototypes. Through this process, I created the Knitted Halterneck Top which is a very 90s-inspired, flattering, and unique top which was seen on Kylie Jenner, Emily Ratajkowsi and so many amazing women around the world. Seeing people in those pieces makes the whole process so rewarding.
Lastly, who is the Veceur girl? Is there anyone you hope to see wearing your designs one day?
The Veceur girl embraces her femininity and embodies it in how she dresses. She loves and appreciates conscious and thoughtful design but is particular on putting her money into pieces that will last and make her feel new. There are so many people that we want to see in our pieces but if I had to name our top fashion muses it would be Rihanna, Solange and Dua Lipa.
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