Right from the start, it’s evident that brand strategist and founder of Studium: (VDLF), Victoria De La Fuente, is a girl’s girl. Her West Village apartment is what we all dream of when you think of New York City — perfect location, perfect size, and the perfect mix of modern feminine and eclectic. The one thing you can’t miss? The subtle touches of pink throughout her entire place. After five years of living in a stark-white, fully-furnished apartment in Paris, De La Fuente knew it was time for a vibe of her own, calling her color choice a “declaration of independence.”
And, it’s by no means cliché, De La Fuente put some serious thought behind selecting Pantone 691 U to adorn her place. “I have an infatuation with color theory and the psychology behind it,” she explains. “There’s a charm and cuteness to the color that simply cheers you up. I like to call it a color pick-me-up. How could you have a bad day in a place that feels like a cotton candy cocoon?” Read on to discover more of her charming apartment that gives Carrie Bradshaw a run for her money.
By trade, De La Fuente runs a fashion company, which isn’t shocking considering her super curated decor style. “Beautiful things simply make life more enjoyable,” she shares. “I have a natural curiosity for finding niche things, which is something I am lucky to say is part of my job for retailers. That together with trend forecasting play an important part on the way I decorate my house. I’m always looking for unique elements to add more depth to the space.”
Beyond pink, another running theme in De La Fuente’s apartment is art — she has a variety of international artists including Axel Hoedt, Diego Matthai, and others on display. However, she tries not to obsess over growing her collection.
“[The process has] been pretty organic to be honest. The first piece I bought was the Kim Keever in the living room. Then, came the Christopher Wool, which is also a large piece. I ended up using them both as the basis of the decoration for the apartment. After that, the collection has been growing pretty organically, which honestly I feel that is the best approach. For me, the pieces of art in the space create a dynamic that simply can’t be forced.”
When decorating, De La Fuente was also very cognizant of balancing big and small pieces around her place to help maximize her space. For example, she felt the living room was a bigger priority than the dining area. “I chose a larger couch, a TV credenza, and added a vintage chair, plus some plants in the corner. For the dining room, I wanted a cozy marble table that would fit four people.” It took her nearly four months to find the perfect table from West Elm, but felt in the end “having a smaller table ended up opening the space quite a lot.”
Originally hailing from Peru, travel is another cornerstone of De La Fuente’s life and girly abode. “My home is an extension of who I am. Having lived in over seven different cities, I try to get something local at every place I live at or visit. The display of the items came organically. From my Huichol-beaded jaguar head to my fish bag from Colombian brand, Soy, these items make the space more personal, as they are memories of places and moments.”
When it comes to entertaining guests, De La Fuente likes to keep it lowkey. “To be quite honest with the pressure of starting a new company and frequent trips to Latin America, my idea of entertaining involves ordering corn from Café Habana, a couple bottles of wine, and Korean masks with friends listening to reggaeton music blasting in the background.” Sounds like a good night to us!
Moving on her bedroom, it’s hard not to be jealous of De La Fuente’s insane Olympia Le-Tan book-inspired handbag collection that rivals a department store. She’s a firm believer that the types of literature someone reads are very telling of their personality. “I have probably been collecting them for about seven years,” she reveals. “It all started because I'm a bit of a closeted book nerd and found one in Colette in Paris. It quickly became a staple piece in my wardrobe and a conversation piece everywhere I went. From then on I was hooked — I love the idea of fashion pieces that give you an insight on the person wearing them.”
Many of us would have struggled to find a chic way to show them off, but De La Fuente had the perfect solution. “At the Olympia Le-Tan showroom in Paris, they have them displayed as a library, so when I came to visit my apartment and saw the bookshelves in the room, I knew it was meant to be!”
Her super-organized closet is another highlight not to be overlooked. De La Fuente opts to store everything by silhouette and category to make getting dressed less of a hassle. “The shoe rack is always on rotation depending on my current mood — i.e. at the moment I can't seem to get enough of vintage Manolos!”
“I have recently gotten a lot better with editing,” she explains further. “I put together a bag (or suitcase) for The RealReal at the end of every season to get rid of things I don't wear and make space for newness. My new rule is, if I haven’t worn it in a year I don’t need it.”
We can’t end our home tour with De La Fuente without touching on her highly-coveted West Village neighborhood. “I love the sense of neighborhood in the village. The small quaint space and the charming corners—it seems a bit of an oasis in the middle of New York City.” Seeing that her apartment is just a stone’s throw away from hot spot, Sant Ambroeus, there’s no shortage of places to hang.
“My favorite Peruvian restaurant Baby Brasa is two blocks away. You can probably find me there about three times a week enjoying some ceviche and pisco sours.” Another must is her favorite bakery, Aux merveilleux de Fred. “They have the most amazing meringue cakes that simply melt in your mouth, plus brioche bread with large chunks of sugar. Honestly, it's worth the extra hour at the gym,” she jokes.