Taste
New Generation of Leaders: Edouard Vermeulen
After Piet Boon and Sergio Herman, Edouard Vermeulen is the third icon to shine in the new generation of leaders campaign. For forty years, Vermeulen has led the iconic fashion brand Natan, known for its timeless style and royal clientele. As the face of the new generation of leaders, he shapes the Belgian and international fashion landscape. Young talent finds space to create in Natan's studio and help shape the future. He travels to his studio and store in the Range Rover P550e Electric Hybrid (PHEV). Both Natan and Range Rover are committed to a future in which sustainability prevails, driven to innovate.
After Piet Boon and Sergio Herman, it is Edouard Vermeulen's turn to shine as the third icon in Range Rover's new generation of leaders campaign. For forty years, Vermeulen has been at the helm of the iconic fashion brand Natan, known for its timeless style and the royal clientele it dresses. As the figurehead of the new generation of leaders, he shapes the Belgian and international fashion landscape. In the meantime, young talent is given the space to create in Natan's studio, and especially to help shape the future. He travels to his studio and store in the Range Rover P550e Electric Hybrid (PHEV). Both Natan and Range Rover strive for a future in which sustainability prevails, determined to innovate.
The relationship between Edouard and Range Rover goes beyond just transportation. “I have been a fan of Range Rover for years because of its timeless design, unprecedented luxury and safety. The values of Natan and Range Rover are very close to each other,” says Vermeulen. His drive to Brussels is more than just a simple trip for him: it is a moment of reflection and a mobile office where he can discuss matters with his team in peace and quiet on the phone. “The Range Rover offers a quiet cocoon in which I can have concentrated discussions, but also enjoy a moment of peace with piano music.”
Despite his forty years at the helm of Natan, Edouard Vermeulen has no plans to stop anytime soon. “I love my job, and as long as I find the energy to go for it every day, I will continue to do so. Why should I stop?” His daily routine – even in winter – always starts with a swim in the sea or a run in the woods. “I want to keep both body and mind in balance and also surround myself with young talent to guide Natan into the future.” For example, his niece Marie-Charlotte now plays an important role in designing accessories, and there is a lot of young talent working in the studio.
“The Range Rover offers a quiet cocoon where I can concentrate on discussions, but also enjoy a moment of peace with piano music.”
As the New Generation of Leaders and representative of modern leadership, Edouard Vermeulen attaches great importance to the voice of the next generation; how to transfer valuable elements and still leave room for innovation and new visions. As a leader in the fashion landscape, Edouard Vermeulen puts creative freedom at the heart of his studio. Trust in the team and business partners is the key to a flourishing and balanced business for him. “I want to leave behind a strong fashion house and I am confident that thanks to the new generation, the brand will continue to exist, even when I am no longer there.”
One of the values that Range Rover and Natan both hold dear is sustainability. “Sustainability is not only important for our collections, but also for our customers, who increasingly ask for it.” Three years ago, Edouard Vermeulen’s fashion house introduced a revolutionary new material in its couture collection: organic, plant-based and environmentally friendly leather, made from cactus. This innovative material is an important step towards sustainable fashion. “We see it as our responsibility to contribute to the transition from fast fashion to a fully sustainable brand,” Vermeulen explains.
Sustainability and innovation
In addition to using cactus leather, Natan is committed to reusing existing materials. “We rework and repurpose pieces from our archive, while reinterpreting unused fabrics in creative ways.” This approach reflects Natan’s commitment to sustainable luxury and the ongoing search for environmentally friendly solutions in fashion. Both Natan and Range Rover are committed to sustainability and are looking for ways to innovate and grow with the changing world. In line with this philosophy, Range Rover will introduce a fully electric version in addition to the Electric Hybrid (PHEV) in 2025. All Range Rover models are already available as a Plug-in Hybrid.
Conscious decision
Choosing the Range Rover P550e Electric Hybrid (PHEV) is therefore a conscious decision for Vermeulen. “I love quiet luxury, and this car embodies that completely. It is a perfect combination of aesthetics and technical progress. Just as I have to constantly reinvent Natan and myself, Range Rover innovates with this high-quality car, without sacrificing anything of the luxurious experience that the brand is known for.”
Want to know more about this unique collaboration? Read more.
