Behind the Brand: Luxury Fashion Line Vanity Couture Empowers Women to Embrace Their Natural Beauty

Vanity Couture is a line of luxury European-inspired loungewear and swimwear with an urban flair.

Since she was a child, Shanté Renee Roline loved to play dress-up and put on runway shows with her Barbies. By the age of seven, she knew that she wanted to pursue a career in fashion. In junior high, Roline joined the sewing club, where she began to take apart and redesign her clothing. When she was 23, Roline left Edmonton in Alberta, Canada and moved to Toronto to pursue her dream of becoming a fashion designer.

“I took garment construction and pattern design, building up my skill set to the point where I could start sewing my own garments and sell them,” says Roline. “Vanity Couture started off as an avant-garde swimwear company, only to introduce loungewear by the end of 2020 in response to the pandemic. While I built the brand on the idea of empowering women, due to high demand we have added men’s loungewear, which will soon be followed by men’s swim and essentials.”

The Best Loungewear for Comfort and Style

From sultry and stylish swimsuits to chic and comfortable loungewear sets, Vanity Couture’s innovative and fashion-forward styles are made from high-quality materials and are flattering on all body types. The stunning designs include velvet tracksuit sets that hug every curve, matching mommy and me sets, high-fashion swimsuits and bikinis, glam face masks with studs and glitter, in addition to men’s wear.

We chatted with Roline, who shared the inspiration behind her clothing line, favorite pieces, what’s next for the brand, and more.

When was Vanity Couture founded and what’s the meaning behind the name?

Vanity Couture was founded in 2017. I actually came up with the name a while back when I was in fashion school. I’ve always been known for dressing up for any and every occasion. The lady shopping for groceries in 5-inch heels, leather pants, and a feather jacket—that’s me!

“Vanity” to me, means embracing your beauty and taking pride in everything you do whether it be physical, mental or material. Embracing your unique beauty and personal idea of perfection. Always striving to become your absolute best self. “Couture” meaning to design and create fashionably luxurious clothing.

The vision behind Vanity Couture is to empower women to really embrace their natural beauty and curves. I want to design clothing that makes women feel their best; like if they were to put on one of my garments, they can channel all the confidence they need to take on any task. Kind of like the feeling you get when you put on a power suit before that big meeting, speaking at a conference or that interview for your dream job.

Tell us more about your products and what makes them special.

All of our products have a lot of thought and attention to detail that go into them. Whether it be our luxe signature hardware, that swimsuit with the best push-up you’ve had in years or the tailored joggers that literally look like dress pants but feel like your favorite sweats. I would say what makes Vanity Couture garments special is that they make you feel so chic and so glamorous. It’s almost instantaneous when you slip into one of our items.

Shanté Renee Roline.

Do you have a hero product? What’s your favorite?

I would say our hero product would be the Halle Swimsuit if we had to be specific. It definitely embodies the brand. It’s sexy, it’s adventurous, it’s classy, and it’s glamorous. I have yet to see one woman wear this swimsuit and not exude confidence.

My favorite piece always has and always will be my very first statement piece: the Victoria in Gunmetal Swarovski Crystals. I had a black velvet mannequin custom made just to put her on like she’s a piece of fine jewelry. She lives in my office on a shelf so I can admire all my hard work and remember why I started.

Where are your products sold?

Our products are sold internationally. We’ve had clients everywhere from Canada and the U.S. to Germany and Dubai.

Vanity Couture includes chic and comfortable loungewear sets made with embellished velvet, accent gold beading, and more.

What's next for the brand?

We have been working on a new celebrity campaign. We have teamed up with a famous socialite and business woman to create a swimwear collection that is a perfect blend of both our styles. This collection is set to release very soon.

For more information, visit vanitycouture.com and follow on Instagram: @vanitycouture

[Images courtesy of Vanity Couture]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk