What kind of philosophy flows through your brand’s veins?
Our philosophy is based on based on longevity, inclusivity and sustainability. We create conscious collections that are not trend or season-led. Our pieces, based on geometric shapes, are timeless and wearable. Our jewellery is genderless and available in 21 sizes. Sustainability and ethics underpin the brand. We exclusively use recycled 18-carat gold, originating from second-hand jewellery bearing ‘Chain of Custody’ (CoC) certification. Our diamonds are laboratory-grown, meaning that they are chemically, physically, and optically identical to mined diamonds, but are not derived from conflict zones and haven’t caused environmental degradation or exploited workers. Manufacturing by hand in Paris, we keep our operations as local, traceable, and ethical as possible.
Give us an insight into the brand, who is behind it, how did it all come about.
Veins was launched in 2022 by French/British brother and sister duo, Edwin and Julia. The brand was developed in response to socio-environmental issues arising during the global pandemic. As the fashion industry was being forced to re-assess its relentless seasonal calendar and excessive production, a shift was emerging towards quality, moderation and sustainability. Julia wanted to create a brand that embodied these values, creating high-quality investment pieces, crafted locally using recycled and sustainable materials with minimal waste.
What is the story behind the choice of the name.
Veins remind us that, beneath the skin, we are all constructed the same. We chose this name as a message of inclusivity and unity. We want to celebrate difference while remembering that we are innately equal and connected simply for being human beings.
Let’s talk about your recent designs. Can you introduce us to the collection, the references and the motifs?
Our core collection ‘Les Octos’ is based on geometric shapes, most notably the octagon. There is nothing more timeless or ephemeral than geometry, these forms have sustained for centuries. I love sharp angles and the reflections and shadows that they cast. I’m always looking for that contrast between light and dark, soft and hard, feminine and masculine. The octagon embodies all these things. While minimal in essence, we play with repetition, accumulation, intricate paving and colourful stones, creating pieces that are both simple yet complex. We are currently developing a collection of larger diamonds, 2 carat and above, with custom ‘invisible’ bezels that reveal the stone from every angle.
Were you encouraged to be creative as a child?
Not by my parents, who were quite strict and academic. My maternal grandmother, however, was a creative soul and incredible painter. She grew up in the south of France and was heavily inspired by Matisse and Picasso. She was actually friends with Picasso’s daughter and spent summers with them on the Cote D’Azur. His essence is reflected in her colourful and abstract oil paintings. As a child she would take me to galleries and encourage me to paint and make pottery. I owe a huge part of my creativity to this amazing woman.
What are your earliest visual memories?
My earliest visual memories are of nature – I’ve always been obsessed with vegetation, geology and the ocean. As a child my holidays were spent exploring the coast of France, hunched over a rockpool observing sea anemones. This birthed my interest in the environment, which I went on to study at Oxford University. As a teenager I spent a lot of time in Camden, north London, scouring for vintage and hanging at infamous spots like the Good Mixer, Koko and the Hawley Arms. I played guitar in a rock band and was heavily influenced by punk, and later goth/emo culture. I would get pierced, sew studs into all my jackets and alter my pants into ‘drainpipes’ – skinny jeans didn’t exist at the time. An element of punk remains throughout VEINS, both in our aesthetic and disruptive approach.
What about your style at the moment? Do you follow any trends or movements?
My style has always been androgynous and monochromatic, mixing elements of streetwear and tailoring with touches of goth/punk. A bomber jacket, a chunky boot, an oversized blazer – these have always been staples of my wardrobe. I wouldn’t say that I follow trends, but I’m certainly influenced by my environment and the people around me. Paris is a melting pot of so many cultures and influences. My philosophy is quality over quantity, I try to buy timeless investment pieces, whether new or vintage, rather than following every trend that emerges.
Just to finish, what are your hopes for the future of Veins?
I hope to collaborate with likeminded brands and expand into other product categories, applying our values and aesthetic to accessories and even ho
Photography: Marco Giuliano / @marcogiulianoph
Styling: Anca Macavei / @ancamacavei
Jewellery: Veins / @veins_paris
Interview: Iro Bournazou / @irwb
Video assistants: Francis Brinkman, Nina / @francisbrinkman @ninaxsi
Editorial assistant: Inga Lavarini / @ingalavarini
Styling assistant: Mariana Parodi / @mariaanaparodi
Soundtrack: Mindseye – Interstellar
Jane at Next Models Milan / @jjane.elizabeth @nextmodelsmilan
Salima at Wave Models / @salimaelmahraoui @wave_management