#MCCOTInterview {41}

Baron Edouard Vermeulen, the greatest ambassador of Belgian Haute Couture

Located since its foundation in the heart of the Belgian capital, at 158 Avenue Louise, the same special place where late dressmaker Paul Natan opened his own Couture house in 1930,  Brussels-based Maison NATAN is celebrating its 40th anniversary this year. Baron Edouard Vermeulen is its happy founder and creative director. The talented former interior designer trained at the prestigious ESA Saint-Luc has become the greatest ambassador of the Belgian Haute Couture. Thanks to his talent and dedication, during the last four decades, Maison Natan, which had the privilege to become ‘official supplier of the Belgian Crown in 2000, is a successful and respectful Maison of excellence. Listening to his deep and long-lasting love for Art and Design, but also inspired by legendary French couturier Mr Hubert de Givenchy, Mr Vermeulen is paying tribute to his Belgian cultural heritage and the excellencies of his home country. Promoting a modern, timeless, seasonless and sophisticated elegance. And ensuring his commitment to a sustainable and ethical 'Made in Belgium' production. Let's meet a passionate and skilled human being who loves his job and is very grateful for the milestones achieved. A creative mind who is daily building his one-of-kind legacy. An humble 'Baron' who is honoring the Belgian Haute Couture on the international scene. 

By Hélène Battaglia

Who are you?

I’m the designer and founder of the Brussels-based brand Natan.

Which background brought you to move in Brussels to live and work?

I studied to be in an interior architect, here at St Luc, a creative school located in the center. I grew up in the West of Flanders, so at 18 years old,  I was ready to discover the big city.

How the decision of renting a space located at 158 Avenue Louise into the headquarter, atelier and shop of the Couture house founded in 1930 by dressmaker Paul Natan, literally changed your life?

I started by renting the hallway to present my furniture. On the longer run, renting the space located at 158 Avenue Louise was a pivotal decision for Maison NATAN. It transformed our brand from a humble atelier into a prestigious headquarter, atelier, and shop.

When did you exactly realize that Haute Couture would be your true path and your future?

The realization that Haute Couture would be my true path and future came gradually, but it crystallized during my early years when I was still doing a mix of interior design and fashion. The meticulous attention to detail, the celebration of craftsmanship, and the ability to create wearable art resonated deeply with me, guiding me towards pursuing a career in this field.

How did you get ready for your official debut as owner, founder, and creative director of Maison NATAN?

Understanding market trends, crafting a cohesive brand identity, planning, but also just going with the flow. This started as a two-person business, a couturière and I.

Which special ‘souvenir’ did you cherish of your first ever fashion show which took place in September 1983 at a charity event in the presence of Princess Paola?

One special memory I cherish from our first fashion show in September 1983 was the overwhelming sense of pride and accomplishment as we showcased our designs at a charity event in the presence of Princess Paola. It was a moment that marked the beginning of our journey and underlined our commitment to excellence in the world of fashion.

How did you make it building a successful Maison, business and career in only fourth decades?

It required a combination and balance of creativity, perseverance, and strategic vision. By staying true to our brand values, focusing on quality craftsmanship, and fostering strong relationships with our clients and partners, we were able to carve out a niche in the competitive fashion industry and achieve enduring success.

As a creative mind and former interior designer, how much are your collections inspired by the world of Art and Design?

As a creative mind and former interior designer, my collections are deeply inspired by the world of Art and Design. Each piece is infused with elements of architectural elegance, artistic flair, and contemporary sophistication, creating a harmonious fusion of fashion and artistry.

Maison NATAN’s philosophy in just a few words…

Maison NATAN's philosophy can be summarized as "Timeless Elegance, Modern Sophistication." We believe in creating pieces that transcend trends and seasons, offering our clients timeless garments that exude effortless style and grace.

How would you define the Belgian Haute Couture that you are proudly the one and only ambassador of?

Belgian Haute Couture, as embodied by Maison NATAN, is characterized by its unique blend of sophistication, craftsmanship, and innovation. It celebrates the rich cultural heritage of Belgium while embracing modernity and diversity, making it a truly distinctive and captivating force in the world of fashion.

Which iconic Fashion Designers of the French Haute Couture is your favorite one and why?

One of my favorite iconic Fashion Designers of the French Haute Couture is Hubert de Givenchy. His impeccable craftsmanship, refined aesthetics, and timeless designs continue to inspire me as a designer.

At the occasion of the celebration of the 40th anniversary of Maison NATAN, you invited fashion designer Christophe Coppens to join the team as the creative director of the collection Fall/Winter 2023/24, showcased in Paris on 3 July 2023 at the Hôtel de Salm. How was this creative and stylistic partnership born?

The creative and stylistic partnership with Christophe Coppens for the Fall/Winter 2023/24 collection was born out of mutual admiration and a shared vision for innovation and creativity. Christophe's unique perspective and avant-garde approach added a new dimension to our collections.

On November 2000, your become a Baron and Maison NATAN got the prestigious title of ‘official supplier of the Belgian Crown. How do you feel about these milestones?

Becoming a Baron and having Maison NATAN named as the official supplier of the Belgian Crown are tremendous honors that fill me with pride and gratitude. These milestones not only validate our dedication to excellence but also serve as a testament to the enduring legacy of our house.

Not only style and elegance. As many insiders of the International Fashion Industry, Maison NATAN is more than ever focused to ensure its commitment to a sustainable and ethical production ‘Made in Belgium’. Could you please tell us more about this choice of yours?

Maison NATAN is deeply committed to sustainable and ethical production practices, ensuring that each garment is crafted with care and respect for the environment and the people involved in the process. We prioritize European sourced materials, minimize waste, and uphold fair labor practices, reaffirming our commitment to responsible fashion that makes a positive impact.

By chance, is there something from the old Maison Paul Natan still alive at Maison NATAN?

We still have old boxes of the hats the house used to sell.

What do you hope the future holds?

We celebrate the 40th anniversary of Maison NATAN, I am filled with excitement and optimism for the future. I hope to continue pushing the boundaries of creativity, expanding our presence on the global stage.

All the pictures are Courtesy of Maison NATAN

Maison NATAN

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