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Life in
Fashion

Veronika

Heilbrunner

Photography: Dan Martensen
Styling: Clare Richardson
Step into the world of Veronika Heilbrunner, one of the most recognised faces in fashion, thanks to her unique and coveted style, as she talks us through her life in fashion and her edit of her favourite Reluxe pieces.

Content curator, editor, Instagram legend…whatever you want to call Veronika Heilbrunner, we can all agree that she is a much-admired style icon. Renowned for her quirky take on the feminine, and thanks to her insightful documentation of what it is like to be on the frontline of fashion, the formal model has gained nearly 250,000 dedicated followers. Based in her home country of Germany, where she lives with the equally stylish Justin O’Shea, and their equally cute son, Walter, Veronika is currently pregnant with her second child, which has momentarily transformed not only her body, but also her style.

 

As she invites Reluxe into her countryside life, she talks us through her life in fashion from dressing up in her ugliest clothes, to now baring her beautiful belly.

My Pregnancy Style

When I am pregnant my style completely changes. Right now (at five months) I feel super confident in tight stuff, or pieces that show skin and have cut outs, especially around the belly. Normally I am not a belly free person, at all, and I don’t really like to show much skin, but when I am already quite large it looks better when my clothing is really tight, as otherwise I turn into a tent.


The clothes I am selling on Reluxe sadly don’t fit me at the moment as I am gigantic [Note from Clare: she’s glorious and not gigantic at all!!], so Clare brought Celine pieces and Alaia for me to wear that fit perfectly. In fact I will be buying that Alaia dress from the site as soon as I can.

Childhood Obsessions

I was obsessed with fashion as a kid without even realising it. When I was about 7 years old, for Christmas I received this outfit that I really wanted by a brand called Oilily, which was huge in Germany. It was basically a bolero jacket and puffy trousers in a mustard yellow and fuchsia paisley print. It was quite out there, but I loved that brand and I wanted everything from them. It was colourful, bright and frilly, and even though I was never a girly girl ever, I was obsessed with anything that was quite loud. 


When I was a child and I was at home, I would try to find the ugliest pieces I had in my closet and put them on. I always chose the pieces that I hated the most. Oddly, from memory I spent a lot of time at home, so I had a lot of memories of me wearing my ugliest clothes. It is so odd, I don’t know why I did that. Though maybe that is why I started liking Prada for the ‘ugly chic’! It all had to start somewhere.

My Fashion Career

When someone asks me what I do, I think about who is asking and construct my answer accordingly. In the countryside I say I work as a model. Sometimes I say I’m an editor, but if they ask who I am writing for and I say I produce stuff for myself they don’t understand that. I find content creator sounds a bit hilarious. Occasionally I’ll say I am an ambassador for different brands, or that I am a businesswoman.


I carved out a new career, that at the time didn’t exist. I went with the flow and when there was a dead end I went in another direction. Whatever interested me I went for it. I have always been open to what the next step is, but I also enjoy having longer standing relationships with brands as that is more authentic to me, I don’t understand the changing of things all the time. As I get older I find that I am less and less crazy for trends and the new, I just want to surround myself with things that make me happy. I love to have a closet of things I love, that are easy to wear, fit my life and give me confidence. In the end it is all tools that you get to represent yourself and be person that you want to be. Clothes help you with that. I like that transformation.