Veronique Leroy was born in Liège, Belgium in 1965. In 1984 she attended Ecole de Coupe for a year. She then spent two years at Studio Berçot in Paris, under the guidance of the then director, Marie Rucki.
After Leroy graduated, she went on to assist Didier Renard, Azzedine Alaïa, and Martine Sitbon. She spent three years with Alaïa, where she learned to “see,” to understand the body, and to have patience. At Martine Sitbon, she learned the logistics of producing a collection and a fashion show.
In 1991 Leroy opened her own atelier in the Parisian neighborhood of Bastille. She describes her style as “ultra-sexy normal” and likes to make ordinary and average things beautiful. The Face magazine described her vision of the contemporary women as “modern-day Charlie’s Angels.” Typical elements of it are mixing and matching, humor, Barbie-style hairdos, fake cowboy boots, Day-Glo plastic, furry mohair, baby-doll minidresses, padded ski outfits, zip-fronted bra tops, plastic chain belts, and neon. She described her clothes in an October 1994 U.S. Vogue interview as “slut clothes, shamelessly synthetic. They shimmer and shine. Only the tackiest fabrics need apply. I like cheap materials … I try to make them luxurious by their aspect, their cut, their form.”
A December 1991 piece in i-D magazine noted: “She knows how to start small. While many designers wait for an investor’s cheque, she is self-financed. In between collections she works as a costumier, most recently for a film by Marie Mondie called Pardon Cupidon.” Leroy’s savvy character also influenced the brand’s identity. When she couldn’t come up with the money to print invitations for one of her fashion shows, she sent postcards instead. Her choice was a postcard with a French mountain scene—she described the vista as simply something “very ordinary.” She is inspired by artist Jeff Koons and author Raymond Carver, and by designers such as Azzedine Alaïa and Thierry Mugler. She is said to have influenced fashion designers Marc Jacobs and Anna Sui.
In 2005, Leroy’s first flagship store opened in the center of Paris. During her fashion career she has been presented with both the Canette d’Or, Courtelle, and Venus de la Mode awards. She was a stylist for Maison Léonard between 2004 and 2011. In 2010 she began working for designer brand MUS.
Find in Library ““For Your Pleasure”.” The Face , April 1994: 61 .
Find in Library ““Masterful Jigsaw Puzzles”.” i-D , December 1991 .
Find in Library . ““Disco Kid”.” Vogue (U.S.), October 1994
Find in Library Vergani Guido , ed. Fashion Dictionary . New York : Baldini Castoldi Dalai editore, 2006.