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2018. Sydney. The moment that changed everything
The second day of the Invictus Games in Australia, October 2018. Meghan Markle, then Duchess of Sussex, appears in public wearing black and white sneakers with a minimalist "V" logo on the side. No Instagram posts. No press release. Just sneakers — on a woman whose every step is watched by the whole world.
Hours later, VEJA's website was inundated with traffic. A few days later, Vogue, WWD, and dozens of lifestyle publications worldwide were writing about the brand. The pair of VEJA V-10 worn by Markle sold out in most stores.
But here's what's 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 repeatedly appeared in white VEJA Esplar with rose gold accents.
At one event, she paired VEJA with classic blue jeans, a basic T-shirt, and a bright pink blazer. In another outing — during a royal tour in Scotland — she chose them 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 — in VEJA Esplar, a Blazé Milano blazer, and matching trousers. A restrained, thoughtful, impeccable look.
And again — no contract. No fee.
Why this is not just "a queen in sneakers"
If it were simply about comfortable footwear for long outings — she could have chosen Nike or any other brand. But both women chose VEJA. And it's no coincidence.
Meghan Markle is known for her stance on sustainable development 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. The choice of 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, it invests in materials, working conditions, and farmers. And that's why those who share these values consciously choose VEJA.
Effect without advertising: how it works
VEJA founders Sébastien Kopp and François-Ghislain Morillion have long explained their logic: producing one pair of VEJA costs five times more than producing standard mass-market sneakers. But if they spent as much on advertising as their competitors do, the shelf price would be the same.
They chose a different path. And they got what no advertising budgets can buy: true ambassadors. People who wear VEJA not because they were paid, but because they genuinely believe in the brand.
Emily Ratajkowski, Reese Witherspoon, Emma Watson — the list is long. But Meghan Markle in Sydney in 2018 became a point of no return.
Which models do they wear and what's available at NEWBORN K
Meghan Markle wore V-10 — minimalist leather sneakers with a black logo. Kate Middleton chooses Esplar — a similar silhouette with a rose gold accent.
At NEWBORN K, models with the same DNA are available — organic leather, Amazonian rubber, minimalist design:
V-82 white women's /
V-82 white men's
V-82 black and white women's /
V-82 black and white men's
CAMPO CHFREE LEATHER
All VEJA collection at NEWBORN K →
FAQ
Which VEJA model does Meghan Markle wear?
Meghan Markle first appeared in VEJA V-10 during the Invictus Games in Sydney in October 2018. Later, she also wore Esplar. Both models are leather, minimalist, with the characteristic "V" logo.
Which VEJA model does Kate Middleton wear?
The Princess of Wales primarily wears VEJA Esplar in white with rose gold accents. She has worn them on numerous public appearances since 2021 — in Scotland, Wales, and most recently in July 2025 during a visit to Colchester Hospital.
Do celebrities get VEJA for free?
No. VEJA fundamentally does not pay celebrities or send free pairs. Everyone who wears the brand publicly buys it themselves. This is part of the brand's philosophy: to invest in materials, not in marketing.
Where to buy VEJA in Ukraine?
NEWBORN K is a concept store in Kyiv at 20 Velyka Zhytomyrska Street. Online: newbornk.com/collections/veja.
Why have VEJA become so popular?
A combination of three factors: an ethical production model (organic materials, fair wages), minimalist design beyond trends, and organic celebrity effect without paid advertising. VEJA wins trust, not money.
Summary
When two of the most photographed women on the planet choose one brand — and neither of them received a cent for it — it means something. VEJA didn't buy their loyalty. It earned it. And that's why the brand remains relevant years after most "trendy" sneakers have long disappeared from wardrobes.
