Velica Steadman is the woman behind the US-based fashion brand VRS. Her inspiration comes from travelling abroad to a few fashion capitals around the world. The “je ne sais quoi” of Paris, the refinement of an afternoon tea in London, a walk along the Mediterranean in Barcelona, and most recently Dubai has inspired her to take her creativity as far as her imagination will allow. She is inspired most by unconventional colour combinations and rhythmic textiles that tell a story.
Velica and Managing Partner, Charles Dunn recently breathed the brand’s fashion aesthetic into its first unisex fragrance, Forever.
‘Forever’ is truly an extension of the brand’s commitment to luxury and unique style. We caught up with Velica Steadman
Where do you get your inspiration?
My world travels and design and architectural elements that have captured my attention in places like Paris, Dubai, and Mexico. Each of these destinations has its own unique rhythm whether it’s reflected in the architecture, landscape, or the culture itself. I’m particularly drawn to random repetition found in landscapes and everyday objects as well as the juxtaposition of mixed patterns with similar color palettes. Innovative thinking from established and emerging designers also inspires me. I love to see designers give a fresh approach to traditional silhouettes. It really pushes me to think outside the box.
What are the biggest challenges you are faced with in this business?
Funding collections is the biggest challenge and being able to execute projects without compromising the integrity of the brand.
What changes do you see in the fashion industry?
Last year, I attended the Man v. Machine fashion exhibit at the Metropolitan Museum of Art (MoMA) in New York City. Needless to say, it was awe-inspiring to see how technology is becoming such an integral part of the fashion industry. It’s amazing to hear stories of my grandmother sewing quilts by hand and making patterns from newspaper to then stand in front of an evening gown made using 3-D printing. Technology is definitely taking the design process to new and innovative heights.
How has your personal life influenced your career?
I still have a full-time career with the U.S government, so I’m not fully immersed yet with VRS. As such, I am required to balance my time appropriately between work and creating. It is quite challenging keeping the proper balance. My business partner manages operations while I’m at the helm of creating for the brand. Before this partnership, I managed everything, which was daunting to say the least.
What can we expect from you/your in the near future?
We are continuing to build the brand with fragrance and menswear.
In 2017, my partner Charles and I recently created the brands first unisex fragrance, Forever. Cementing our commitment to luxury and unique style.
VRS will be expanding its brand once again to release its first fragrance for women – Invitation. The fragrance carries notes of French almond, orange blossom, oriental ambergris, and ocean aqua.
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