Véronique is a renowned entrepreneur who co-founded the fashion brand The Label Edition in 2019. With a background in luxury marketing and a sensibility shaped by her French, Swiss, and Spanish roots, Véronique has built an aesthetic identity rooted in elegance, contemporary femininity, and responsible production.
What led you to take the step of co-founding The Label Edition, and what was your initial vision for the project?
“The Label Edition was born from a very personal pursuit. I’ve always been passionate about vintage and deeply admired the level of detail, the quality of craftsmanship, and that almost-lost savoir-faire I found in antique pieces. I felt that this kind of craftsmanship was not really being adapted to contemporary brands, or when it was, it remained reserved for a very inaccessible kind of luxury.
I wanted to reinterpret that sensibility in a more modern and accessible way: to create a wardrobe of quality, comfortable and versatile pieces, with special attention to details and finishes. Pieces designed to last, easy to adapt to different moments of the day, different personalities, and lifestyles, while always maintaining a natural elegance and a subtle sense of irreverence.
It was also important for me to offer a more approachable vision of fashion, where comfort would not compromise character or sophistication. I believe women today are looking precisely for that: pieces with soul, but also with freedom.
Everything happened very organically. I think it was simply the right moment and the right place to bring to life a vision I personally missed both as a woman and as a lover of fashion.”
The Label Edition was born with a digital-first and capsule collection approach. What are the advantages and challenges of this model compared to the traditional one?
“The Label Edition was created at a time when the digital universe was experiencing real expansion, and for me it made complete sense to build the brand from that place.
I was always fascinated by the almost exploratory dimension of the internet: discovering designers, special pieces, or artisanal proposals that, geographically, I would never have had access to otherwise.
The digital environment opened up a much freer, more dynamic, and international space. It also allowed us to imagine a brand from a much more visual and narrative perspective, with an identity capable of expressing itself far more creatively than within a classic retail format.
Starting digitally was also a strategic decision. Launching a physical brand involves much heavier structures and significant costs from the beginning. The online channel, although it requires patience and consistency at first, offers enormous freedom: immediate access to an international audience, more organic growth, and the possibility of building a much broader and more diverse community.
Thanks to digital platforms and social media, the brand was able to gain visibility much faster than would have been possible traditionally. It allowed us to connect with women from different generations, sensibilities, and countries, and to understand very early on how their desires and ways of consuming fashion were evolving.”
3 people and 3 things that inspire you?
“I’m deeply inspired by people who manage to preserve their individuality and evolve over time without ever losing their essence. Figures like Iris Apfel have always fascinated me because of their freedom, personality, and ability to turn style into a true form of expression.
I also greatly admire people like David Attenborough for their extraordinary sensitivity and empathy toward the world and nature. Human kindness and the ability to raise awareness with sincerity and humanity deeply inspire me.
And in a much more intimate way, my grandmother has been an absolute inspiration. She awakened in me a love for aesthetics, fabrics, details, and fashion understood as an expression of identity. Beyond style, she passed on resilience, sensitivity, cultural curiosity, and a completely natural elegance.
Among the things that inspire me most are gastronomy, because I consider it a form of creation capable of awakening very deep emotions and memories; nature and wild spaces, where I find balance, freedom, and clarity; and above all, people in general. I’m fascinated by observing others, their stories, cultures, ways of living, and expressing themselves. I believe much of creativity is born precisely from that constant curiosity about others.”
What do timelessness and craftsmanship mean to you in fashion?
“For me, timelessness is about a garment’s ability to remain alive over time. A timeless piece does not depend on fleeting trends: it accompanies different moments, different seasons, and even different versions of the same person.
It is a garment that remains in your wardrobe, that does not lose meaning or identity over the years. I believe that today, more than ever, we need to rebuild a more lasting and emotional relationship with fashion.
Personally, I’m no longer interested in the constant race of trends. I’m interested in preserving my personality, feeling comfortable, free, and connected to myself through what I wear. I seek pieces with soul, quality, and permanence.
And that is where craftsmanship takes on a fundamental value. It represents time, precision, sensitivity, and above all, the human dimension behind creation. At a moment when everything is accelerating and artificial intelligence is transforming so many things, I believe it is more important than ever to reclaim the value of manual work and savoir-faire.
Craftsmanship is not just a technique; it is a form of memory, cultural transmission, and humanity.”
What is your favorite hotel and book?
“More than one specific hotel, I’m inspired by places capable of creating a true sense of refuge and reconnection. Spaces where luxury does not lie in ostentation, but in calm, nature, and harmony with the surroundings.
A place like Son Blanc Farmhouse represents that idea perfectly for me. I’m deeply drawn to its self-sufficient and sustainable philosophy, its respect for the land, and its much more conscious way of inhabiting a space.
When I’m in places like that, I feel a very particular kind of peace. They are places where I can slow down, reconnect with myself, and find clarity.
As for books, I don’t have one specific favorite because my relationship with reading is very intuitive and quite eclectic. I read according to my mood, my energy, or even the stage of life I’m going through.
Lately I’ve been reading a lot of Haruki Murakami and Franz Kafka, as well as essays and contemporary philosophy. More than a specific book, what inspires me is literature’s ability to open perspectives and accompany us differently through each stage of life.”
In what place in the world do you imagine yourself walking in our Cayumas?
“I think what I love most about Cayumas is precisely that they can adapt to almost any place and moment in life.
To me, they represent the perfect balance between comfort, simplicity, and natural sophistication. They are easy to wear, lightweight, versatile, and always elegant. They have something very free and spontaneous about them.
I also love the variety of colors, fabrics, and materials. They are shoes that travel beautifully, take up very little space, and truly become part of everyday life.
That’s why it’s difficult for me to imagine a single place in the world where I would wear them. I see myself walking in them through cities, by the sea, while traveling, or simply in everyday routines. I think it is precisely that ability to accompany different rhythms and settings that makes them so special.”
How would you design your perfect Cayumas?
“My perfect Cayumas would probably be an unexpected reinterpretation of the classic espadrille brought into the universe of The Label Edition.
I would love to explore fabrics that are unusual for this type of shoe, to play with more surprising materials, and give them a different dimension through color, texture, or small artisanal details connected to the brand’s DNA. What interests me most is creating something singular and elegant while preserving that feeling of ease and naturalness that makes Cayumas so special.
Rather than completely transforming the model, I would like to reinterpret it through our aesthetic sensibility: a mix of detail, character, comfort, and a certain refined irreverence. In fact, it’s something I’ve been reflecting on a lot lately.”
