Belgian Couture, International Allure
The names Edouard Vermeulen and Maison Natan are inseparably linked, together embodying unique couture creations, feminine silhouettes, and contemporary elegance. As a Royal Warrant Holder to the Belgian Court and with more than forty years of experience, the couturier and his team continue to create timeless designs each season that transcend generations.
“People who come to us for the first time usually do so for a special occasion, such as a wedding. We want to provide our clients with an unforgettable experience, and that begins with the very first contact,” he explains. “In the past, we dressed as many as three generations; today, it is more often two. We have witnessed a remarkable evolution in that regard. Whereas each generation once had its own distinct identity, the silhouettes of a 50-year-old woman and her 25-year-old daughter are now much closer to one another.” Yet one thing remains constant: Maison Natan stands for a sophisticated look, both in its couture line and its ready-to-wear collections. “I consciously stay away from casual chic. Our house is different, and I want to preserve that.”
Design remains Mr. Vermeulen’s greatest passion. “I stay very close to my clients and understand what they are looking for. Every design begins with the selection of fabrics, which determine the styles we can develop. To create new collections, we review previous seasons and evaluate what resonated with our clients and what did not. A Natan silhouette has a distinctive, contemporary character that we carry forward into future designs while continuously embracing innovation. We are committed to minimalist, feminine shapes that are timeless, wearable, and enduring.”
Once a pattern has been perfected, the team drapes and models it on a dress form to see how the design comes to life. When it comes to materials, natural fabrics such as silk and cotton remain favourites. However, the house has noticed a growing shift in recent years towards innovative blended fabrics. “These can sometimes yield surprising results, which makes them exciting both for us and for our clients.”
Locally rooted
With its own boutiques in Belgium, the Netherlands, Luxembourg, and France, as well as points of sale across Europe and the United States, Maison Natan enjoys international recognition. Nevertheless, Mr. Vermeulen remains ambitious about strengthening the brand’s global presence. “We have already achieved some wonderful milestones, such as our corner at Le Bon Marché Rive Gauche in Paris. It significantly increases the visibility of our collections, and we hope it will help us reach an even wider audience.”
Behind this international appeal lies exceptional Belgian craftsmanship. To this day, Maison Natan continues to create its collections in its own ateliers in Belgium. At the workshop on Place Brugmann, clients are given an insight into the creative process. “I believe it is important to share how couture comes to life. We should be immensely proud of our country, which plays a prominent role in the world of fashion. Nearly all major fashion houses work with people who were trained here.”
The couturier leads a team of ninety people and remains closely involved in every aspect of his fashion house, from the creative direction and communications to finance and administration. “It is always important to keep your finger on the pulse, and even more so in these challenging economic times. A well-functioning team is essential. From the stylists and pattern makers to production and sales, everyone contributes to the client experience, and that remains at the heart of everything I do.”
