7 days ago
How DESTREE Built A Fashion Brand Funded, Led, And Made By Women
Laetitia Lumbroso and Géraldine Guyot-Arnault, the co-founders of DESTREE
From investor boardrooms to factory floors, DESTREE is redefining fashion with an ecosystem that is entirely women-owned and women-run.
Historically, the fashion industry has been dominated by male CEOs and investors. However, Laetitia Lumbroso and Géraldine Guyot-Arnault, the co-founders of DESTREE, made a bold and intentional choice to raise capital exclusively from women.
Their decision stands in sharp contrast to the broader venture capital landscape, where the gender gap remains staggering. According to PitchBook, in 2023, all-female-founded startups in the U.S. raised just $3.2 billion, a fraction of the $114 billion raised by all-male-founded companies. The imbalance is not new. Research from the Harvard Kennedy School shows that women account for just 11% of investing partners at U.S. VC firms, and nearly 75% of firms have no female investing partner at all. While 13% of venture dollars go to startups with at least one female founder, all-women founding teams receive just 2.4%, a figure that has remained essentially unchanged over the past three decades. Female Invest echoes this, noting that companies founded solely by women still receive less than 3% of total VC investment.
The disparity is especially glaring in the fashion industry, where women drive the vast majority of consumer spending yet are rarely in control of the capital or the chief leadership roles that shape the industry. DESTREE's approach wasn't just symbolic; it was strategic. Lumbroso and Guyot-Arnault have created a network of female investors who also act as mentors and advocates. By doing so, they have not only generated global interest in their brand but also increased its visibility. Still, they are also actively challenging the existing power dynamics around who has the authority to fund, expand, and drive the future of the fashion spent 15 years at luxury conglomerate LVMH, where she served as global business unit director for Baby Dior. In her late 30s, she left the corporate world to launch her own business. "I didn't leave with a full plan," she said. "But I knew I had to find the right partner before I found the right product."
That partner was Guyot-Arnault, whose architectural and vintage-inspired design aesthetic shaped DESTREE's creative identity. Together, they spent four years laying a solid foundation—refining production, sourcing women-led factories, and launching their hero accessory, the Gunther bag. By 2022, they were ready to scale and made the pivotal decision to fundraise, setting a bold new direction for the company.
So, why did they choose only women investors?
"Once we started having real fundraising conversations, the difference between speaking with male and female investors became obvious," Lumbroso said. "The women wanted to talk about our vision, our why. The men went straight to numbers."
Instead of working with traditional venture capital firms, DESTREE turned to a tight-knit group of 12 high-profile female angel investors, including Gabriela Hearst, Emily Weiss (Founder of Glossier), Miroslava Duma, and Carmen Busquets.
The round was co-led by Angelica Cheung of Sequoia Capital China, who is also the founding editor-in-chief of Vogue China. Cheung brought industry insight and became the firm's representative on DESTREE's board.
"These women aren't just investors," said Lumbroso. "They're advisors, connectors, and champions. When I needed introductions in the Middle East, I called Mira. When we had sustainability questions, Gabriela connected us to her suppliers."
The commitment to build a female-run ecosystem extends across DESTREE's entire supply chain. Every factory the brand works with, whether in Paris for jewelry, Spain for handbags, or Portugal for garments, is led by women.
"We're women, creating for women," she said. 'Why not build the whole ecosystem that way?' This approach has had a positive impact on DESTREE's growth. The brand now operates stores in Paris and New York, sells through 80 global retailers, including Harrods and Selfridges, and generates 40% of its revenue from the brand's website.
DESTREE Flagship Store - Paris
DESTREE's growth and recognition have been driven in part by celebrity attention, without the need for paid promotions. Years ago, a stylist messaged DESTREE on Instagram, claiming to work with Beyoncé. Lumbroso was skeptical but sent bags. Nine months later, Beyoncé was spotted wearing one of them.
"We aim to keep all of our VIP and celebrity endorsements organic," said Mariana Ruiz, Head of PR for the USA and LATAM. 'When you see someone wearing DESTREE, it's because they truly love it. For us, it's about building long-term, genuine relationships.' Today, Hollywood celebrities like Reese Witherspoon, Jessica Alba, and Nicky Hilton are often seen wearing the for fundraising advice for female founders, Lumbroso encourages early-stage women to network, make connections, and openly discuss their needs. "Some people you expect help from won't show up," she said. "But others will surprise you. The key is to share your story."
Regarding celebrity endorsements: "Be persistent. Don't be afraid of hearing 'no.' And make your product so remarkable that people are eager to wear it."
A mother of four, Lumbroso structures her days around intention. "I try to be home for dinner, even if I work again at 10 p.m.," she said. 'When I'm home, I'm home. I'm offline for dinner and bedtime.' She also carves out time for herself, often starting the day with a 6 a.m. run. 'Sports clears my head. That's my time.'
As DESTREE expands into new markets across the Middle East, Asia, and the U.S., the brand plans to refocus on its accessories category. "Ready-to-wear is growing," Lumbroso said. 'But bags are the core. They carry our DNA.' Runway shows aren't on the agenda. Instead, the brand will continue to cultivate its niche audience and grow through word of mouth.
If she could give one piece of advice to her younger self, Lumbroso would say, "Beware of the sparkle. The right people matter more than the perfect opportunity. Find partners who believe in you and build from there." With a fully female-funded business, a global reach, and Beyoncé's endorsement, DESTREE is redefining what fashion power looks like.
