Skip to content
2018. Sydney. The moment that changed everything
The second day of the Invictus Games in Australia, October 2018. Meghan Markle, then the Duchess of Sussex, appears in public wearing black and white sneakers with a minimalist "V" logo on the side. No Instagram captions. No press release. Just sneakers — on a woman whose every step is followed by the whole world.
A few hours later, traffic to the VEJA website crashed. A few days later, Vogue, WWD, and dozens of lifestyle publications around the world were writing about the brand. The pair of VEJA V-10s that Markle wore sold out in most stores.
But here is what is important: VEJA did not pay Meghan Markle. She did not receive the pair for free. She simply bought and wore them — because the brand aligned with her values.
Kate Middleton: a choice without compromise
The Princess of Wales discovered VEJA a little later but wears them with no less dedication. Since 2021, Kate Middleton has appeared repeatedly in VEJA Esplar in white with rose gold accents.
At one event, she paired her VEJAs with classic blue jeans, a basic t-shirt, and a bright pink blazer. On another occasion — during a royal tour in Scotland — she chose them to go with an Erdem sweater and a Holland Cooper jacket.
Most recent appearance: July 2025, visiting the RHS Wellbeing Garden at Colchester Hospital. The Princess of Wales wore VEJA Esplar, a Blazé Milano jacket, and matching trousers. A restrained, thoughtful, flawless look.
And once again — no contract. No fee.
Why this isn't just about "a royal in sneakers"
If it were simply a matter of comfortable footwear for long engagements, they could have chosen Nike or any other brand. But both women chose VEJA. And that is no coincidence.
Meghan Markle is known for her stance on sustainability and human rights. Kate Middleton is actively involved in mental health and well-being — and the model name "Esplar" refers to the Brazilian NGO ESPLAR, which supports organic and family farming. Choosing this brand is always a statement.
VEJA offers exactly what these women are looking for: aesthetics without compromise and honesty without marketing. The brand spends nothing on advertising — instead investing in materials, working conditions, and farmers. That is why those who share these values choose VEJA consciously.
The no-ad effect: how it works
VEJA founders Sébastien Kopp and François-Ghislain Morillion long ago explained their logic: producing one pair of VEJAs costs five times more than producing standard mass-market sneakers. But if they spent as much on advertising as their competitors do, the price on the shelf would be the same.
They chose a different path. And they gained something that no advertising budget can buy: true ambassadors. People who wear VEJA not because they were paid to, but because they truly believe in the brand.
Emily Ratajkowski, Reese Witherspoon, Emma Watson — the list is long. But Meghan Markle in Sydney in 2018 became the point of no return.
Which model do they wear and what is available at NEWBORN K
Meghan Markle wore V-10 — a minimalist leather sneaker with a black logo. Kate Middleton chooses Esplar — a similar silhouette with a rose-gold accent.
At NEWBORN K, we have models with the same DNA available — organic leather, Amazonian rubber, minimalist design:
V-82 white women's / V-82 white men's
V-82 black/white women's / V-82 black/white men's
CAMPO CHFREE LEATHER
Full VEJA collection at NEWBORN K →
FAQ
Which VEJA model does Meghan Markle wear?
Meghan Markle first appeared in VEJA V-10s during the Invictus Games in Sydney in October 2018. Later, she also wore Esplars. Both models are leather, minimalist, and feature the characteristic "V" logo.
Which VEJA model does Kate Middleton wear?
The Princess of Wales mainly wears VEJA Esplar in white with a rose-gold accent. She has worn them on numerous public outings since 2021 — in Scotland, Wales, and most recently in July 2025 during her visit to Colchester Hospital.
Do celebrities get VEJA for free?
No. VEJA has a strict policy of not paying celebrities and not sending free pairs. Everyone who wears the brand in public buys them themselves. This is part of the brand's philosophy: invest in materials, not marketing.
Where can I buy VEJA in Ukraine?
NEWBORN K is a concept store in Kyiv at 20 Velyka Zhytomyrska St. Online: newbornk.com/collections/veja.
Why did VEJA become so popular?
A combination of three factors: a fair production model (organic materials, fair wages), minimalist design that transcends trends, and an organic celebrity effect without paid advertising. VEJA wins trust, not money.
Summary
When the two most photographed women on the planet choose the same brand — and neither of them received a cent for it — it means something. VEJA didn't buy their loyalty. It earned it. And that is why the brand remains relevant years after most "trendy" sneakers have long since disappeared from wardrobes.
