Mela Bauer: Hello Laurence, it’s great to introduce you in our new Paper and Podcast. You came to mind right away when we started thinking about which of our clients have a strong connection to sports.
Laurence Antiglio: You know me well! Yes, that’s true – I’ve always enjoyed sports. Since childhood, I’ve continuously practiced different sports.
MB: But let’s start at the beginning for those who don’t know you yet or want to get to know you better. Could you tell us a bit about yourself and the vision behind Vestibule, your store?
LA: With pleasure. My name is Laurence, I’m from the French-speaking part of Switzerland, and I founded Vestibule in 2005—this year we’re celebrating our 20th anniversary. We have two stores in Zurich and an online shop, which is primarily active in Switzerland. I lived in Paris for a few years, where I studied fashion. When I returned to Switzerland, I wanted to introduce brands and a style that I felt were missing in Zurich. Fashion in Zurich wasn’t very feminine or playful, and the distinctive Parisian style I was looking for wasn’t as present. Twenty years ago, online shopping was hardly an option, so I decided to open a store that would bring this Parisian atmosphere to Zurich. That was the original idea: to bring brands to Zurich that weren’t available here yet.
MB: At Vestibule, you don’t only feature big names and first lines, but also emerging and independent designers. Is that part of your strategy?
LA: Yes, absolutely. I find it exciting to introduce new brands. I have a good instinct for upcoming labels and have often worked with brands that later became very successful. For example, I started working with Golden Goose and Ulla Johnson when they were still relatively unknown. Of course, it’s never certain how a brand will evolve, but I invest a lot of time in research and follow my intuition.
MB: Where do you conduct your research, and what’s your approach?
LA: In the past, I relied heavily on magazines and the press for research. Nowadays, when I travel – especially to Paris – I dedicate a lot of time to discovering new labels and observing how they develop. It’s a very personal process, where I explore on my own. I also use Instagram today, but Paris remains my main market. I have great connections there, and I simply love the city. When I travel to other countries, I always check out cool multi-brand stores or must-see boutiques. That’s another way I discover new labels.
MB: How do you ensure that the hidden gems in your portfolio perform well?
LA: My personal filter is crucial. When selecting a brand, I need to like it – there has to be something about it that resonates with me, something I would want to wear myself. Often, I’ll buy pieces in advance for myself to test whether I like them or whether the quality meets my standards. That’s my first level of selection. Then I think about my customers. I always have certain clients in mind and consider who would wear a particular piece. Another important factor is relevance: does it make sense to add this brand to our assortment right now? There are so many brands that I could theoretically visit showrooms year-round. But not everything that’s beautiful fits our portfolio. It has to capture the spirit of the moment and complement our existing offering. Timing can also play a role. I once carried J.W. Anderson’s first three collections in my store, but it didn’t work out back then. Later, when the brand gained recognition, I realized I had introduced it too early.
MB: Is it a conscious decision not to work with large conglomerates, or is that something that just happens naturally?
LA: It’s not that I’m against it, but I simply find it less exciting. Today, luxury is often about status. Our customers don’t want to be dressed head-to-toe in Louis Vuitton or Balenciaga. They appreciate the personal touch we offer with our brands – something new and less visible, which you don’t see everywhere online. That’s more interesting to me than a pre-set assortment dictated by the brand.
MB: That fits perfectly with who you are – you’re the curator, you set the direction, and in doing so, you attract exactly the customers who value this approach.
LA: Exactly. That’s also what sets us apart. My taste is unique, and it differs from that of neighboring stores, even if we carry similar brands. We’ll never present exactly the same image because our styles are inherently different.
MB: I’d like to shift the focus to sports now, since our new Paper is themed around “Momentum” and covers topics like sports, lifestyle, and wellness. Sports brands, innovative materials, and performance technologies are becoming increasingly important. How do you see this development, and do you incorporate it into your portfolio?
LA:Naturally, I keep a close eye on these trends—they’re undeniably captivating. A few years ago, we even curated a selection of sportswear when the "athleisure" wave was at its peak. But today, our focus has shifted. We’ve found our strength in luxurious knitwear, particularly chic, cozy sweaters, rather than sporty ensembles. Technical elements do play a role for us, particularly in outerwear. Take G-Lab, for instance—a brand that masterfully blends style with functionality, offering sleek jackets designed to withstand the cold and rain. Yet, at the heart of everything we do, our core remains the same—effortless, sophisticated style above all else.
MB: You mentioned that you’ve been active in sports since childhood. Do you see any parallels between your engagement in sports and the qualities that contribute to your professional success?
LA: Sports provide me with balance. I used to play a lot of basketball, even at an international level. That experience shaped me. I’m competitive, but it’s no longer about winning for me. Nowadays, it’s more about getting to know myself better and staying physically fit. I now do a mix of different sports and try to exercise more than I did 20 years ago when I started my business. Back then, I had to focus entirely on work. Now, at 50, I think it’s essential to find balance and incorporate sports as a fixed part of my daily routine. I exercise about four times a week – even when I don’t feel like it, I always feel great afterward. It’s become a habit, and I enjoy it. I don’t like rigid programs because I quickly lose interest, so I vary my activities constantly. Sports have taught me discipline, self-confidence, and how to set goals and work toward them – all of which help me in my job.
MB: Is the topic of longevity important to you? Do you see it as a necessity or a luxury?
LA: For me, it’s more of a lifestyle. I want to know how I can feel better – both physically and mentally. I’ve learned a lot of new things, like meditation, although I honestly don’t have much time for it. It interests me, and I try to integrate it into my daily life, just like healthy eating. Of course, I also enjoy unhealthy food occasionally, but it’s about balance. Sometimes you just do things without overthinking them, purely for enjoyment. But once you develop a general awareness, you naturally adopt healthier habits that help you live better.
MB: Thank you so much, Laurence, for this wonderful conversation!