Veronica Leoni: Quira founder on fashion as cultural act

Veronica Leoni, born in Rome in 1984, is the founder of Quira, an independent fashion brand. Her career includes stints at Jil Sander, Céline under Phoebe Philo, and The Row, where she currently designs women's and men's lines. In 2023, she was a finalist for the LVMH Prize alongside Italian designer Luca Magliano. Quira was conceived in 2020 and named after her grandmother Quirina. The brand's DNA is described as essential and integralist, producing collections with high quality and contemporary femininity. All garments are entirely Made in Italy, with Leoni personally overseeing research and development. She emphasizes close collaboration with ateliers and technicians, believing that emotional added value and obsessive attention to detail make the difference. Leoni views clothing as a deeply cultural issue, a banner and manifesto for every message, and argues that in an era where opinions on fashion are accessible to all, the industry has a responsibility to integrate values beyond style, making creativity and consumption a cultural and political act.