In a Tangent Magazine feature, Veronika proves her changeability, skillfully plays with styles, and talks about real coolness
For those on the outside looking in, it must be unbearable sometimes: the unconditional love between two friends who, since founding their company together, also think that they’ve entered into something like a marriage. Sometimes I can hardly believe my luck to actually be able to experience this match made in heaven – an unshakable connection, the few conflicts there are dealt with in an exemplary manner. By mutual agreement, the rough edges of the different personalities meeting here aren’t sanded down. Rather, like two puzzle pieces, they all too often come together to form a whole.
And so I’m proud all over again each time that Veronika makes her changeability public: What you see is a projection screen. An identifiable figure for buying recommendations, one critic likes to say. But for me, she is above all an indispensable thought leader and decision-maker when it comes to shaking up the fashion industry.
She’s done a lot in the course of the 10 years in which we’ve both been working in the field. You see everything come and go, whether people in important positions, brands that were unbelievably hip, or first breakthroughs that have long become outdated. Often what saves us is that necessary pinch of humor needed to not take yourself too seriously and, at the end of the day, we’re also saved by our unwavering passion for fashion (Veronika) and the digital (Julia).
The latest Tangent Magazine includes a spread that is a joy to look at, but also gets cracking on few points content-wise. Thanks a lot for this feature:
— Julia Knolle
Inspired by her personality as a reactionary and nonconformist, hey woman! has come to represent the fashion zeitgeist and is the go-to style filter for the busy modern woman. Lending the intimacy of a blogging approach with the editorial vision of a magazine, Veronika’s whip-smart knowledge of trends and consumer behavior has turned this platform into a force to be reckoned with. She’s achieved this by drawing from past career experiences. “In a bigger set-up, I would say 90% of all good ideas never see the light of day. It’s just not possible; they get stuck somewhere,” she says, dancing politely around the MO of most major publishing houses.
Left: Top by LOUIS VUITTON, Necklace by VAN CLEEF & ARPELS.
Right: Ring by Chrome Hearts.
She already has a team of six, and with two years of operational success now tucked under their belt, Veronika says that hey woman! is still small compared to most other outlets. “That means that we can make fast decisions and say no to things we don’t believe in. We can be flexible and reactive, basically.” This flexibility is what has allowed the hey woman! team to become both inclusive and selective in equal measure. “Everybody who works for us is specialized in their field, but they still write from a personal perspective,” Veronika tells me. “We think this is incredibly important, because an opinion always needs a face.” In terms of structure, however, hey woman! is different to a blog and more akin to a magazine. So with this in mind, she is returning to the integrity of traditional publications and leading the team to push back against today’s breakneck pace.
Left: SWEATER BY WASTED, NECKLACE, BRACELETS & RINGS BY CHROME HEARTS, Shoes by Puma.
RIGHT: COAT & SKIRT BY GUCCI, SWEATER BY WASTED, WAIST BAG BY MDG PARIS.
Left: COAT BY GUCCI, SWEATER BY WASTED.
Rigth: Top & Pants by LOUIS VUITTON, Necklace by VAN CLEEF & ARPELS, Bracelets & Ring by CHROME HEARTS.
Left: Shoes by Puma.
Right: Sweater by Tommy Hilfiger.
It is often said that it’s not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. Never has this statement felt more apt than in the face of our ever-changing fashion landscape. And with that in mind, it’s hard to ignore that Veronika Heilbrunner is indeed fearless in the face of change, carving out a distinct voice and unique sense of personal style amidst all the confusion. Adapting to the state of fashion and forging the most authentic path forward, she is true to herself above all else. So it’s little wonder, then, that fashion’s ultimate reactionary also tends to favor brands with a distinct sense of self. “I love Erdem, for example, because he does what he does and it’s always romantic,” she reveals. “Every season is a little bit updated, but those brands will still go their way, no matter what. And I think that is true coolness.”
Left: Jacket by Versace, bracelets by CHROME HEARTS.
Right: Sweater by LACOSTE, Pants by ELLERY, PANTHÈRe NECKLACE & RING CARTIER, BRACELETS & RING (SILVER) by CHROME HEARTS, shoes by puma.
Photography: Alice Rosati @Adamsky
Fashion: Joy Sinanian
Words: Rosie Dalton
Special Thanks to Tangent Magazine
PHOTOGRAPHY: ALICE ROSATI @ ADAMSKY
FASHION: JOY SINANIAN
WORDS: ROSIE DALTON
Julia co-founded one of the first fashion blogs in Germany in 2007 and became a freelance consultant for digital strategies after publishing her first book in 2010. After an eventful four years with Condé Nast working mainly in the digital department of Vogue Germany, she decided to launch her own online magazine with her dream partner, Veronika Heilbrunner. She is based in Berlin and loves to read books.