In the dynamic realm of fashion where innovation intersects with tradition, emerging designer Veronica Lam, known to her associates as Vero, took home a design honor during New York Fashion Week. A student at Istituto Marangoni Miami, Veronica achieved 3rd place in the prominent Sprayground Design Competition, a platform renowned for celebrating eclectic creativity and bold aesthetics. Her journey, intertwined with music and fashion, unveiled her penchant for designs that amalgamate intellectual elegance with androgynous versatility. In this exclusive interview, Veronica opens up to us about her inspirations, her transformative journey through the competition, and her vision for infusing classic elegance into contemporary fashion.
PHOTO: Veronica Lam Design Show at #NYFW S/S24 Sprayground Runway Show
Hello! My name is Veronica Lam, but I go by Vero. My creative journey began in music. I began working with artists and designing custom show looks. That is how I discovered my passion for fashion design. I describe my design style as intellectual, elegant, and androgynous, designing clothing that can be worn by men and women alike.
What drove you to participate in this particular competition?
I was enticed by the uninhibited nature of the competition. We were encouraged to think big and not limit our imaginations.
PHOTO: Veronica Lam Design Show at #NYFW S/S24 Sprayground Runway Show
Could you explain the key features of your design?
My design was inspired by Thom Browne’s runway work. He presents tailoring in a completely unconventional and extravagant way. My design is based on the classic trench coat, adding unorthodox volume to make it eye-catching.
What are some innovative or unique aspects of your project?
I wanted to bring an elegant feel to the brand. Since Sprayground is used largely by students, I wanted my look to encourage students to dress up and incorporate classic elements, like a trench coat lapel, in a cool way. The design was motivated by the shift in fashion I’ve been seeing after the pandemic, where more and more people are dressing up to present a refined version of themselves to the world after having been isolated in 2020.
PHOTO: Models walked the runway at #NYFW S/S24 Sprayground Runway Show
What was the first step you took after deciding to enter the competition?
After hearing about the competition, I knew I wanted to enter it, but only if I had an idea that was worth sharing. I let my mind go for a few weeks and then I had a vision of an unconventional suit made out of Sprayground’s leather. I decided to look to Thom Browne for inspiration and found a specific leather from Sprayground that spoke to me. I spent some time sketching and submitted three looks.
Were there any unexpected discoveries or learnings as you worked on your project?
I learned a lot in the process of creating this garment. I learned firsthand how much work goes into couture garments. I also experienced the relationship between designer and stylist, specifically for runway shows, and how it’s a delicate balance.
What were some key takeaways for you, personally and professionally, from this competition?
This project was proof that hard work pays off. It showed me that my ideas are worth sharing and fighting for. It also served as confirmation that this is what I want to be doing for the rest of my life.
PHOTO: Models walked the runway at #NYFW S/S24 Sprayground Runway Show
How did this project push you out of your comfort zone?
It was definitely a challenge to work with an established brand that has its guidelines and aesthetics. This project helped me differentiate the design work I do for myself versus the design work I do for other people or brands.
Was there anything about the competition that surprised you?
I was happy to see the camaraderie that emerged between the five finalists. I can truly call them all my friends.
How has being a finalist affected your perspective on your design career?
As I mentioned before, this project was just a taste of what I want to continue doing for years to come.
Do you think you’ll participate in other design competitions in the future?
Yes! Many more, I hope!
How can readers follow your future endeavors? Do you have a portfolio or social media presence?
My social media is under @veroxlam and @truexground (trueground.xyz), which is my creative channel with more of my works.
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