La Veste Teams Up with Monoprix to Boost Its French Expansion

In a bold move to capture the French fashion scene, La Veste, conceived by the creative minds of Blanca Miró and María de la Orden, teams up with Monoprix for an exclusive capsule collection. This alliance, debuting on October 15, presents a fusion of accessible luxury and signature Spanish style, available both online and in select stores.

La Veste is moving forward in its international strategy hand in hand with Monoprix. The Spanish brand, founded in 2018 by influencers and entrepreneurs Blanca Miró and María de la Orden, has launched a capsule collection with the French supermarket group, available from October 15 in the online store and in a selection of stores in the country.

The collaboration is part of Monoprix’s seasonal calendar of creative partnerships, which this fall also includes designer Jean-Baptiste Fastrez, in collaboration with Villa Noailles, Bureau Benjamin studio, design label Prisunic and Parisian firm Maison Château Rouge.

La Veste’s proposal for Monoprix, described by the chain as “a retro-chic and colorful closet,“ combines fashion, accessories, children’s items and pieces for the home. With prices more accessible than usual for the brand, which is positioned in an accessible premium segment and has already been present in high-end spaces such as Le Bon Marché, the proposal is marketed from 45 euros for a blouse to 100 euros for a trench coat. In terms of aesthetics, the collection maintains the colorful and casual style of the creative duo, with XXL collars, maxi buttons, stripes, checks and scalloped embroidery, as well as interior design elements such as a vintage lamp.

La Veste makes the leap from its boutique on rue de Tournon to the French showcase par excellence.

The alliance strengthens La Veste’s position in the French market, where in January it opened its first store at 4 rue de Tournon, in the Saint-Germain-des-Prés district. The 86-square-meter space was designed by the Barcelona studio Quintana Partners, with an interior design that combines vintage furniture, floral prints and natural materials.

The brand manufactures entirely in Spain and operates with a light structure, supported by the online channel, which accounts for 80% of its sales, while wholesale and ephemeral stores account for 10% of turnover, respectively. So far, its main markets have been France, the United States and northern Europe.

In addition to its new store in Paris, the company has opened a pop-up store in Milan, located at 5 Via San Fermo, which will be open until the end of the week. The space is part of its strategy to consolidate its international presence and test new European markets.

The Monoprix model: design for everyone

Monoprix, owned by the Casino group, has turned its partnerships into a tool to democratize design and attract a young and urban public. Each season, the brand launches exclusive capsules with emerging designers and brands, which sell out in just a few days, with particular traction in the île-de-France region.

In the spring, the group worked with names such as Garance Vallée, Pradier-Jeauneau, Honoré Décoration and Caroline de Benoist, reinforcing its positioning as an accessible lifestyle retailer. This fall, the alliance with La Veste symbolizes the group’s commitment to incorporating an international signature aesthetic with a Spanish stamp.

The strategy responds to Monoprix’s objective to compete in the upper-middle segment of French retail with a differentiated offer based on collaboration and brand storytelling. Making design accessible to all continues to be the group’s motto, which combines food and home products with ready-to-wear, decorative objects and limited collections.