High-end fashion can look attractive and be cruelty-free at the same time

Daniela Brunner, the founder of the exclusive vegan fashion label Giulia & Romeo, has fused luxurious aesthetics with ethical, sustainable consumption. During her pregnancy in 2017, she decided to channel her experience in the shoe industry to create a brand committed to animal welfare. Her philosophy emphasises integrity, consciousness, and ethics, reflecting a growing trend towards veganism not just in diet but in overall lifestyle. In an interview with Fibre2Fashion, Brunner talks about her motivations for starting her label and how it aims to contribute to a more just world for animals and the environment.

Fibre2Fashion: What motivated you to start Giulia & Romeo, an exclusive vegan fashion label?

Daniela Brunner:

Driven by a passionate vision and fierce determination, the main spark behind this extraordinary endeavour was a personal quest for stylish, cruelty-free fashion that seemed elusive in the market. With a resolute desire to fill this void and create something truly exceptional, the idea of curating a unique collection for everyone, not just myself, began to take shape.

F2F: Can you share a bit about your journey and experiences in the shoe industry before starting this venture?

DB:

Doing business in the shoe industry was quite hard work. I had to travel to several exhibitions as well as different manufacturers—all based mainly in Italy. I also had to visit our main customers based in Germany to present different shoe collections to them. I also sold Ugg boots for a few years. This was a big business! However, in this period I had no awareness about the hidden animal cruelty in the making of all leather shoes, and especially Ugg boots.

F2F: Could you elaborate on how your brand aims to contribute to a more just world for animals and the environment?

DB:

I think the following points will answer your question:

F2F: In what ways do you believe your fashion line can inspire and promote a new consciousness regarding animal welfare and environmental protection?

DB:

For example, we use pineapple leather for our shoes, and only certified bio cotton and lace. But we also try to use all our paillettes and other non-sustainable fabrics which we still have in our warehouse until they are out of stock to avoid wastage.

F2F: Your fashion is described as expensive and exclusive due to the responsibility involved. How do you communicate the value of your products to consumers and raise awareness about the importance of supporting responsible fashion?

DB:

Even if we would like to offer less expensive items, the way we produce, and the source of our materials make our product very expensive and exclusive. But this is good in a way as we want to show that high-end fashion can look attractive and be cruelty-free at the same time. On our website and our Instagram campaign, which will start in September, we will try to build awareness regarding this.

F2F: How do you showcase vegan fashion as glamorous and desirable, dispelling any misconceptions that luxury must involve animal-derived materials?

DB:

We have already prepared some campaigns and posts that should make this clear in a subtle way. We are trying to do something similar on our website as well.

F2F: What do you believe sets your vegan fashion collection apart from other conventional luxury brands in the industry?

DB:

Everything! I think our whole concept is unique in every way.

F2F: What advice would you like to share with the young aspirants planning to develop a sustainable and vegan brand?

DB:

Do all your business with your heart and don’t overthink.