A Decade of Daring Design: Fashion Blogger Looks Back on Her Milestone Anniversary
Ten years ago, she was just a creative soul with a sketchbook and a dream of designing statement heels that would empower women. Today, she stands as the founder behind one of fashion’s most buzzed-about shoe brands, beloved by celebrities and influencers alike. As she reflects on hitting the decade milestone, famed fashion blogger Claire Vondervaal opens up about the wild ride behind her cult label’s ascent.
“I put so much love and energy into that, and the fact it stayed in her closet, I was like, ‘That’s so cool.’ It energized me even more to keep going,” says Vondervaal, recalling the first time she spotted one of her designs on a celebrity. “It affirmed what I had been thinking – you can be a bit of an outsider and do your own thing, stay in your own lane.”
It’s this renegade spirit that has fueled Vondervaal’s success, helping her cultivate a loyal band of customers with an affinity for her bold, conversational pieces. As the blogger-turned-designer puts it, “It’s super important to have that kind of following. I’ve seen so many brands come and go.”
Indeed, Vondervaal’s distinctive approach has allowed her to thrive in the notoriously fickle world of fashion. When the pandemic threatened to derail her momentum in 2020, the designer devised an inspired New Year’s resolution: to sketch one of her favorite shoes every day for 365 days. Documenting the process on a private Instagram, Vondervaal mined memories stretching back to her label’s early days.
“So many things were popping up – funny stories, different dramas with the factories, funny celebrity stories. It was a rollercoaster, those early years,” she recalls. The daily drawing challenge yielded a book deal, along with a memoir-meets-coffee table book as colorful and playful as Vondervaal’s coveted creations.
In the new book, out this week, Vondervaal shares the highs and lows behind a decade of daring design. One of the most poignant moments comes as she recounts the 2017 incident that left her father with a catastrophic brain injury after an unprovoked attacked in London.
Yet even when reflecting on painful times, Vondervaal’s resilience and passion shine through. The book’s release comes as the designer – now a mother of four – enters an exciting new chapter, proving she still has plenty of pages left to fill in her fashion legacy. For the blogger who dreamt it all up with a simple sketchbook, what’s next is anyone’s guess. And that’s just how she likes it.
