VERSACE

Gianni Versace S.p.A. is an Italian luxury fashion company founded by Gianni Versace, one of the greatest Italian fashion designers, in 1978.

Index

  1. The Origin
  2. The Beginning of Versace
  3. Gianni’s Style
  4. Collaboration With The Arts
  5. Gianni Versace’s Death
  6. The Brand Re-Launched
  7. Brand Development
  8. Collaboration With H&M
  9. Current Situation

The Origin

Young Santo, Donatello and Gianni Versace
Portrait of young Santo, Donatella and Gianni Versace

Gianni Versace (1946-1997) was one of the greatest Italian designers, founder of the company of the same name, Gianni Versace SpA. Born in Reggio Calabria in 1946, Gianni Versace took his first steps in the world of fashion, helping his mother, a dressmaker, owner of a clothing store that, in addition to selling ready-made models, produced its own line. In 1972, a trip to Milan opened the doors of the industry when, called by Ezio Nicosia and Salvatore Chiodini, to collaborate in a collection for Florentine Flowers. His creations were a success and his name began to turn among the insiders, allowing him to continue working in the Lombard capital. He designed for De Parisini, Callaghan, Genny and Alma companies.

The Beginning of Versace

Versace Supermodels in the 1990s
Versace Supermodels in the 1990s

In 1976, with the help of his accountant brother Santo, he founded the company that bears his name and the first women’s collection was presented two years later, at the Palazzo della Permanente. Gianni Versace’s success was instantaneous. A style immediately applauded by the international press, enthusiastic about his clothes full of genre contaminations, paves the way for him.

Also, the brand contributed to the birth of the phenomenon of supermodels: Naomi Campbell, Linda Evangelista, Claudia Schiffer, and Christy Turlington. Gianni was the first to bring out the character of the models as well as enhance their beauty. At this time, the Versace model was transformed. She is no longer a model but a role model, she has personality and embodies an ideal to be achieved, for all women.

Gianni Versace With Supermodels
Gianni Versace With Supermodels

In the meantime, his sister Donatella, Gianni’s muse and advisor, had also joined the company. Initially she took care of the public relations and brand communication, collaborating in the creation of important advertising campaigns with Helmut Newton, Herb Ritts, Bruce Weber and Steven Meisel. But, above all, the most memorable shots were with the photographer Richard Avedon. He exalted the image of the fashion house in the world fashion firmament; a partnership that lasted for several seasons and which will wrote many pages of the history of communication. Subsequently, Donatella became creative director of the young Versus line.

Gianni’s Style

Versace was able to mix with ease the contemporary languages ​​of pop art with elements of Greek culture (hence the logo of the Medusa inspired by Greco-Roman iconography), alternating Renaissance and Baroque motifs with precious embroidery and psychedelic colors.

The success of the maison conquered the whole world, even the United States, where the ultra modern and extravagant style was increasingly appreciated. All the Eighties and the beginning of the Nineties were characterized by the territorial expansion of the brand and by very successful collections that built the empire still standing.

Versace Campaign 1994 Models Nadja, Christy, Claudia, Cindy and Stephanie
Versace Campaign 1994 Models Nadja, Christy, Claudia, Cindy and Stephanie

The fashion shows presented iconic pieces from the era, including very tight and colorful fuseaux with inlays, dresses in meshes of metal fibers, silks with geometric patterns, jackets with prints of pop culture icons. Versace risked a lot in presenting such a daring and avant-garde fashion, but made every garment and treated it as a work of art and as a result was always rewarded by both the public and the critics.

Collaboration with the Arts

Besides being a great collector, Gianni also worked in close contact with the world of theater, opera and ballet. His long collaboration with the Teatro alla Scala in Milan, which was very important, began in 1982. Gianni created the costumes of the ballet Josephlegende (by Richard Strauss, directed by Luigi Veronesi) and continued to create for many other performances by great choreographers and directors such as as Maurice Béjart, Robert Wilson, Rolant Petit, John Cox, William Forsythe and Twyla Tharp. There were many celebrities that boasted friendship with Gianni Versace, including Lady Diana, his friend and confidant, the singer Elton John, for which in 1992 he designed the cover of the album as well as all the costumes of his World Tour, and the top model Naomi Campbell.

Versace Home Collection
Versace Home Collection

Gianni was the owner of immense villas scattered around the world, and he loved to furnish them with contemporary works of art, imperial furniture and Greek-Roman statues. He was also one of the first designers to launch a line for the home: the Versace Home Collection that will include furnishings, furnishing accessories, lamps, linens, tiles, porcelains and crystals.

Gianni Versace’s Death

The tragedy occurred on July 15, 1997. Gianni Versace is murdered on the steps of Casa Casuarina, in Miami, shot. The murder shocked the whole world raising many doubts and questions about the motive of the murder, which is still unclear. The killer, Andrew Cunanan, was found dead a few days later. It was a blow to the Medusa, for his family, but also for the whole Italian fashion system that will suddenly lose one of its biggest points of reference.

After Gianni’s death, the creative direction was handed over to his sister Donatella who inherited 20% of the company’s value and was also the charismatic new face of the fashion house. 30% will go to Brother Santo, president and then CEO. The majority of the stock (50%), for a value then estimated at $700 million, will go to the beloved nephew Allegra, daughter of Donatella and Paul Beck.

The Brand Relaunched

Madonna For Versace Campaign
Madonna For Versace Campaign

The death of the founder does not open an easy time for the company which saw its business in decline right at the turn of the new millennium. At the end of 2000 the new company structure was outlined, focused on a holding company and two subsidiaries; the same year a long-term agreement was signed with Euroitalia, for perfumes and cosmetics. For several years the company had difficulty competing with the glories of the past. Multiple managers alternated at the top of the administration, until 2004, when the company found stability with Giancarlo Di Risio, who was ready to start the company reorganization by relaunching the brand.

Advertising investments were enhanced, which involved more and more celebrities from the world of cinema and music. For Donatella, a famous testimonial communicates the character of a collection more easily and quickly. Celebrities who posed for advertising campaigns worldwide includes; Madonna, Demi Moore, Christina Aguilera, Halle Berry, Patrick Dempsey.

Halle Berry For Versace Campaign
Halle Berry For Versace Campaign

There was a lot of focus on upgrading the prêt-à-porter line, enlisting the two new fashion designers Warren Davis and Kinder Aguggini, respectively for the men’s line and the younger line. Also, Versace activated ambitious expansion policies in transversal luxury projects, diversifying its business with interior design and furnishing for private jets, yachts and helicopters.

It will also strengthen its territorial presence in the Far East with strategic agreements and acquisitions for a chain of Versace Luxury Hotels; the first of these opened in 2000 on the Australian Gold Coast, followed by another in Dubai. In 2006 the Versace Theater was inaugurated in Milan, a multifunctional space that also served as a location for future fashion shows. The following year is the tenth anniversary of Gianni’s death, which is remembered with a ballet by Maurice Béjart, presented at the Scala in Milan. Also, the biography The myth Versace (Dalai editore) is also published and a special scholarship is established that bears his name, in collaboration with the European Institute of Design.

Brand Development

Since 2008, while the collections received increasing support, the group announced an important expansion plan in Asia, which took shape in the following years with the opening of several stores in China. In 2010 more than 20 single-brand stores were presented in the “Asian giant” with excellent sales performance and further expansion forecasts. From 2009, Gian Giacomo Ferraris, took over from Giancarlo Di Risio, in the role of managing director. Gian Giacomo Ferraris cut costs, revised the network of direct shops and reduced investments. At this time, the brand officially announced the passage of the license of Versus from Ittierre to the Facchini group, which took charge of the production of clothing and accessories of the young line.

Versace Versus SS15
Versace Versus SS15

In 2010 there will be an increase in revenues that exceed the ceiling of €292.3 million, up 9.1% compared to the previous year. After the international crisis, a plan to reconquer Japan was planned, which in 2009 saw the closure of its three single-brand stores. Hiroshi Saito was appointed as chief executive officer of Versace Japan and opened new stores as well as additional points of sale to reinforce the presence of the brand in the area.

Collaboration with H&M

Versace Collaboration With H&M 2011 Campaign
Versace Collaboration With H&M 2011 Campaign

In 2011 important collaborations of media impact were signed. In June the partnership between the fashion house Versace and the Swedish clothing giant H & M was announced. Starting from November, the clothing chain would sell 40 women’s and men’s 20 pieces, including several accessories, for a low-cost, strictly limited edition line, signed by Donatella. A way to bring the Versace world closer to a younger and wider audience. There was the most iconic pieces of the whole Versace, but also what the fashion house represents today in its continuous evolution. There were famous prints, lots of leather and studs because Versace is sexy and glamorous but also rock’n’roll.

Starting from July 1, 2011, Versace gave life to another collaboration with a strong media echo, announcing that it will wear the International Football Club of Milan. The agreement is signed between the fashion house and the Nerazzurri company, with the supply of official uniforms for managers, coaches, technical staff and players.

Current Situation

Naomi Campbell Versace Spring/Summer 2018 Runway Show a Tribute to Gianni Versace
Versace Spring/Summer 2018 Runway Show a Tribute to Gianni Versace

Versace in now owned and managed by the family (50% Allegra Beck Versace, 30% Santo Versace, 20% Donatella Versace). Currently, Santo Versace is president of the group’s board of directors and Donatella is creative director as well as vice president of the board of directors. The company creates, produces and distributes luxury and lifestyle products including the Haute Couture Atelier Versace range, ready-to-wear collections, accessories, jewelry, watches, eyewear, fragrances and home furnishings and the second Versus line.

Today the Gianni Versace S.p.A. It is one of the most prestigious names in the international fashion luxury scene. The brand distributes its products through a network of 110 boutiques present in the main cities of the world, plus the 123 shop in shops dedicated in the main department stores and multi-brand stores.

Donatella Versace at Spring 2018 Milan Fashion Week Collection
Donatella Versace at Men’s Spring 2018 Milan Fashion Week Collection

VALENTINO

Valentino: the fashion emperor and his great love for the iconic Valentino red. Read the story to learn more about the Italian designer loved by the Hollywood stars.

Index

  1. The Origin 
  2. The First Fashion Show
  3. Valentino and the Hollywood Stars
  4. HDP Buys the Company 
  5. 40 Years of Career
  6. Valentino Joins the Marzotto Group
  7. The New Lines
  8. Farewell to the Catwalks
  9. Creative Directors: Maria Grazia Chiuri and Pier Paolo Piccioli
  10. The Recent Years

The Origin

He was born Graduation Valentino Clemente Ludovico Garavani, also known as, Valentino Garavani (1933). Italian fashion designer. Ever since he was small, he clearly showed his idea of style and elegance. It was an aspect that clearly emerged in the first outfit that he created for his aunt Rosa, the owner of a passementerie shop in Voghera, in the Via Turin, where he loved to spend his afternoons playing with bolts of cloth.

Mame Fashion Dictionary: Valentino Red
Valentino Red

Even then he especially loved red: a color that, in later years, would become his good-luck charm and the strong suit of his palette. He understood this when, during his apprenticeship with Jean Dessès in Paris, he went to the Opera in Barcelona and was overwhelmed by the entirely red stage costumes:

“It was at that moment that I understood that, after white and black, there is no color more beautiful.”

At age 17 Valentino leaves Voghera to learn fashion in Paris. His speed at sketching models immediately won him a job with Dessès, where he worked until 1955, and then moved to a position with Guy Laroche, which lasted until 1957. That was the year in which he returned to Italy, and opened, with his father’s help, an atelier in Rome in the Via Condotti. From a young apprentice designing the shadows for major atelier, he was now the owner of his own business. His debut took place in Rome, and was understated. It was, in fact, a fiasco, and he failed to sell even a single item.

Mame Fashion Dictionary: Valentino Young Designer at his StudioYoung Designer at his Studio

The First Fashion Show

In those years, he became acquainted with Giancarlo Giammetti, a student of architecture who would become his manager and his administrator, as well as his communications director. In 1962 in Florence, Valentino was the last to present his collection in Palazzo Pitti. The hall overwhelmed with a deafening roar of applause.

Mame Fashion Dictionary: Valentino Sala Bianca July 1962 Florence
Valentino Sala Bianca July 1962 Florence

“My mother said to me: ‘You hear them? They want you, because you’ve done it, you’ve won.’ Less than an hour later, I had sold my entire collection and I was swamped with orders.”

Since then, his successes has followed one upon the heels of the other, punctually, season after season. “The Americans love this Italian who has become the king of fashion in just a short while,” wrote Woman’s Wear Daily in 1968, after a dazzling runway presentation all in white, studded with capes and lightly draped outfits.

Mame Fashion Dictionary: Valentino 1968 White Collection
Valentino 1968 White Collection

“Creativity,” said Valentino, “is difficult to explain, it is like an internal force, an enthusiasm that never wanes and which gives me the strength to continue working in new ways. As I look at things and people in the street, my imagination continues to march and my ideas take shape through my pencil.”

Valentino and the Hollywood Stars

His volcanic flow of new ideas for women and refined elegance left an indelible mark in the jet set. Farah Diba fled from her crumbling empire wearing a Valentino suit. Liz Taylor met Richard Burton while wearing Valentino. Jackie Kennedy married Onassis in a Valentino outfit of ivory lace that, for years, women copied around the world. The list of celebrities that have worn Valentino is endless: Sophia Loren and Nancy Reagan to Brooke Shields and Sharon Stone. There are few who have been able to resist the allure of his outfits, a synthesis of luxury and grace modulated with modernity.

Mame Fashion Dictionary: Valentino Jackie Kennedy Wearing Valentino Dress when she Married Onassis in
Jackie Kennedy Wearing Valentino Wedding Dress

He reinvented bows, transforming them into a symbol of femininity: one of his first outfits embellished with this detail won a legendary burst of applause that lasted for ten full minutes. He is an absolute master of his profession, technique, and the way he transformed this artisanal ability into a compass by which he charts the ongoing continuity of his line.

In 1978, through a manufacturing agreement with the Gruppo Finanziario Tessile, he launched his first line. Over time, the number of lines has grown to eight, including menswear and womenswear of ready-to-wear fashion. Since 1968, he has presented his collections of prêt-à-porter on the runways of Paris, as he has also done since 1989 with his haute couture creations. His success has never known decline, it seems immune to flops and comebacks. But Valentino is especially proud of having created the Life Foundation to raise funds to help children afflicted with AIDS.

Elizabeth Taylor in Valentino Red Dress
Mame Fashion Dictionary: Valentino Elizabeth Taylor in Valentino Red Dress

A reality that came into existence in 1990, the same year in which the fashion designer celebrated in Rome and Milan his thirtieth year in business, with an exhibition at the Accademia Valentino, a space designed and equipped for exhibitions and cultural events.

HDP Buys the Company

In January 1998, the “Rolls Royce of fashion designers,” as the Americans call him, sold his griffe for 500 billion liras, the annual turnover of the maison was 1.2 trillion liras, amidst much weeping, and maintaining a place for himself as the creative director, to HDP, the holding company run by Maurizio Romiti.

He said: “I have seen too many of my colleagues being ushered out of their ateliers through the tradesman’s entrance, in order to make way for new creatives who have then undermined the originale style of the maison…”

Valentino is a private man, but he also knows how to engage in polemics with stylish irony. When the American journalist, Suzy Menkes, the terror of fashion designers, stated in 1990, the end of the phenomenon of top models had arrived, and criticized those who continued to use them. Valentino replied by purchasing a full-page advertisement in the International Herald Tribune: “Suzy, you’ve got it all wrong. Love from Valentino and the top models” was the slogan beneath a photograph of Claudia Schiffer, Nadya Auermann, and Elle McPherson.

Mame Fashion Dictionary: Valentino Designer in his Eighteenth Century Castle
Designer in his Eighteenth Century Castle

He lives and works in Rome, Capri, London, New York, and Paris. He purchased an eighteenth-century castle just an hour away from the French capital, which he considers as his refuge. He refuses to allow it to be photographed. The only pictures that have been taken show Valentino as he strolls in the immense park with his pet pugs. There is a vast forest, which he minimizes, describing it as: “Big enough to go horseback riding in.”

40 Years of Career

In 2001, Valentino, much loved by the stars of Hollywood, chose to celebrate his 40 years of business in Los Angeles. The party, a benefit for Child Priority, was organized with Steven Spielberg, Kate Capshaw, Tom Hanks, and Rita Wilson. During the evening, there was a book presentation of Il libro rosso di Valentino, edited by Franca Sozzani, contains pictures of 40 women including Ashley Judd, Ines Sastre, Isabella Rossellini, Kate Moss, and Mila Jovovich dressed in “Valentino red” and depicted by the most important photographers of the time.

Mame Fashion Dictionary: Valentino Il Libro Rosso di Valentino
Valentino Il Libro Rosso di Valentino

That same year, in March, Julia Roberts received her Oscar wearing “vintage” Valentino. Gleaming in black silk in the mass media helped to launch what would become one of the most significant trends of fashion in recent years: vintage.

Mame Fashion Dictionary: Valentino Julia Roberts
Julia Roberts Wearing Vintage Valentino at Grammys

In February 2002 he represented Italy, with its historic and rare capacity to blend creativity and craftsmanship with taste and superior elegance, during the culiminating ceremonies of the Winter Olympics in Salt Lake City, broadcasted around the world.

Valentino Joins the Marzotto Group

In March of 2002, after months of negotiations and rumors, HDP sold the Roman griffe to the Mariotto Group for €240 million Euros, including the financial debts accumulated over recent years, which on 31 December 2001 amounted to €204.4 million. Valentino Intimate and Valentino Sand were the first creations of the new management. With a three-year licensing agreement, the Como-based company, Albisetti, took over production and distribution rights worldwide for the intimatewear and men’s and women’s swimwear collections. The new lines debuted at Lingerie Americas, the first event in the sector held in the United States, which from 4 to 6 August 2002 featured 22 Italian underwear labels at the Pavillion Altman Building in New York. There were more than 125 manufacturers invited from around the world.

The New Lines

In the first two months of 2003, Marzotto had a 1.8% increase in turnover, to be attributed for the most part to the consolidation of Valentino.
In May, Valentino, with a series of his “cult” outfits, took part in the exhibition, My Favorite Dress, at the Fashion Textile Museum, a London fashion museum built at the behest of the fashion designer Zandra Rhodes in the neighborhood of Bermondsey, south of the Thames.

Later, he launched the Valentino Timeless watches and the youth line Valentino R.E.D. (Roman Eccentric Dressing), which reinterpreted his unmistakable timeless modules such as jeans, but also his more classic items such as the short “Jackie” overcoats or the “V Logo” of 1968, by now part of fashion history.

Mame Fashion Dictionary: Valentino RED Valentino Line
Valentino RED Valentino Line

The success of the watch line prompts the brand to propose, in 2004, also a jewelery line. 2005 opens with the debut of the fragrance V Valentino, created in collaboration with Procter & Gamble. Over the year, bid diversification expands to 360 °. There is, for example, the licensing agreement with Spanish Pronovias for the production and marketing of a line of bridal dresses, and the alliance with Arnolfo di Cambio for the creation of a home line dedicated to the Art de La Table. Meanwhile significant corporate reorganizations involve Valentino S.p.A. And its subsidiaries: these maneuvers will give birth to the Valentino Fashion Group (VFG), which sees the light at the end of the year.

Farewell to the Catwalks

At the beginning of 2006 Matteo Marzotto became president of Valentino S.p.A., while the position of CEO was Stefano Sassi. After the important reorganization of the group, 2007 is devoted to grand festivals for the nine years of master’s activity. At Ara Pacis, a retrospective entitled Valentino in Rome was inaugurated: 45 years of style, in conjunction with the High Fashion show in July. Obviously, in September, the protagonist of the fashion designer’s passageways is announced: in October his last collection, standing ovation and general emotion, is taking its place in Paris.

Mame Fashion Dictionary: Valentino Exhibition 45 Years of style
Valentino Exhibition 45 Years of style

The designated heir is Alessandra Facchinetti, reduced by a collaboration with Gucci and Moncler Gamme Rouge, while the men’s collection, entrusted to Ferruccio Pozzoni, takes place in the Ville lumière.

On January 23, 2008 Valentino waved his last goodbye at the Spring 2008 Haute Couture Fashion Show at the Musée Rodin. The room was lined with his contributions to the fashion world and models paraded down the runway in his iconic element, the red gown. He took the final walk down the runway while receiving a standing ovation for his contributions over the past 45 years.

Mame Fashion Dictionary: Valentino's Farewell Collection
Valentino Garvanni Farewell Collection, Paris 2008

At the end of 2008, however, the end of the collaboration between Alessandra Facchinetti and the maison was announced.

Creative Directors: Maria Grazia Chiuri and Pier Paolo Piccioli

Maria Grazia Chiuri and Pier Paolo Piccioli, creators of the line of accessories for the brand, take on the creative direction of the clothing line. In 2009 the collaboration with Ferruccio Pozzoni also ends. In 2011, Valentino posted a net profit of €2.6 million in the first six months of the year, compared with the red €7.4 million in the same period in 2010.

Mame Fashion Dictionary: Valentino Maria Grazia Chiuri and Pier Paolo Piccioli
Creative Directors: Maria Grazia Chiuri and Pier Paolo Piccioli

On September 7, 2011 Anna Wintour handed Valentino the Couture Council Award for Art in Fashion 2011 in New York. Valentino does not renew the liaison with Safilo and signs an international license agreement with Marchon, effective from January 1, 2012, for the production and distribution of sunglasses and glasses. In January 2012 Valentino’s guesthouse is the special guest of Pitti Uomo 81 in Fortezza da Basso in Florence. Maria Grazia Chiuri and Pierpaolo Piccioli present the A / I 2012, which is 13 men’s collection, presented at a fashion show for the first time.

The Recent Years

Valentino celebrated 50 years of career and inaugurates a new store concept and a vintage capsule collection. The Milan Montenapoleone shop was designed by architect David Chipperfield, along with Chiuri, and Piccioli. The maison, since Chiuri and Piccioli have been appointed, has seen a period of strong evolution.

In 2012, Valentino Fashion Group’s entire shareholding was acquired by Mayhoola for Investments S.P.C., a subsidiary of Qatar’s primary investor for €600 million. At the end of the year, the brand launched the “Valentino Garavani Virtual Museum” opening a window on the designer’s world that left the creative direction in 2008.

Mame Fashion Dictionary: Valentino Garavani Virtual Museum 2015
Valentino Garavani Virtual Museum 2015

The luxury group closed 2013 with revenues up 25% to around €490 million. Also, 2015 closes revenues up 48% for €986.9 million and an ebitda almost doubled to €180.2 million. Valentino officially announced on July 7, 2016 the appointment of Pierpaolo Piccioli as the sole creative director of the Roman house following Maria Grazia Chiuri’s decision to leave the company after 17 years, of which 8, were as co-creative director with Piccioli.

In 2016, the second-line license goes to OTB’s Staff International. The license will continue until at least Spring / Summer 2018. Luxottica Group and Valentino have signed a license agreement for the spectacle collections. The new agreement, lasting ten years, is operational since January 2017.

Mame Fashion Dictionary: Valentino Spring / Summer 2017 Fashion Show
Spring / Summer 2017 Fashion Show

VIVETTA PONTI

Vivetta is an Italian brand founded in 2009 by fashion designer Vivetta Ponti.

Index

  1. History
  2. The Success
  3. Brand Style

History

Daughter of an antiquarian, Vivetta Ponti, was born in Assisi and graduated from the Linguistics of Le Mantellate in Florence. After attending the Paullo training center in Milan, Vivetta began her training course in Robert Cavalli’s office as a design assistant.

For Vivetta, her experience at Cavalli was long, but decisive for her creative development, and understanding of business dynamics.

Mame Fashion Dictionary: Vivetta Collection 2017
Vivetta Collection 2017

In 2008 Vivetti Ponti won “Who’s Next” in Paris, a competition rewarding the best emerging artists. The next year, the designer made a big leap and launched her own label, “Vivetta”. The brand debuted for the first time at White Milano in 2010.  As the designer said, the early years were “hard and full of defeats,” because her style was not understood.

“It was crucial not to demise and believe 100%, without listening to anyone, and making me demoralized. Now, we have a lot of work on the project, company, and worldwide distribution.”

The Success

In 2015, during Milan Fashion Week, Giorgio Armani chose Vivetta to present her Autumn/Winter 2015/2016 “The Groupie Attitude” collection in Armani Theater. Armani had already defined Vivetta as “the best”.

“I have a beautiful memory of the experience, despite some factors of understandable disorganization, being the first presentation. From that day things started to go well, even in Italy.”

With the Spring/Summer 2017 collection, Vivetta Ponti was the first Italian designer to join the Swavorski Collective project. This project encouraged designers to explore new creative paths through the use of crystals.

Mame Fashion Dictionary: Vivetta 2017 Collection
Vivetta 2017 Collection

In March 2017, Vivetta Ponti, was the host of Mercedes-Benz in Beijing, where she presented her Autumn/Winter 2017 collection within the Mercedes-Benz International Designer Exchange Program.

Brand Style

The brand style of Vivetta includes nostalgic elements such as poetry, dolls, antique furnishings and a 50s design combined with hyper-contemporary silhouettes and bon ton. Clean lines are enriched with unexpected details and surreal elements. Creating a new idea of elegance: playful and dynamic, romantic and ironic, but also surreal and tailor-made. Originality is in fact made with the best tradition of Made in Italy.

Mame Fashion Dictionary: Vivetta 2017 Collection Details at Milan Fashion Week
Vivetta 2017 Collection Details at Milan Fashion Week

The Vivetta style is feminine, delicate, dreamy, irreverent and fair, accompanied by a strong personality. That’s why it has become a point of reference for all trendy women constantly looking for a touch of eccentricity.

The company is based in Florence where all creations are hand-drawn, then handmade. Distribution points include Barney’s NY, Selfridges, Harrods, Le Bon Marche, Moda Operandi, LuisaViaRoma, and Tsum retailers.

Salva

Salva

Vitti

Angelo (1958). Italian fashion designer. He presented for the first time “off the calendar” in Rome in January 2000. He was noted for his painted outfits and for those embroidered with modern solutions. He graduated from the Liceo Artistico in the Via di Ripetta in Rome and the Accademia di Belle Arti, and entered the world of fashion when he was 20.

Vollbracht

Michael (1949). American fashion designer and designer. He studied at the Parsons School of Design in New York. He carried out at the same time stylistic research of his own, alternating the creation of clothing with the designs of fabrics. He worked for Geoffrey Beene, where he created the wedding gown for Linda Bird Johnson. He later collaborated with Norman Norell and Donald Brooks and for the Bloomingdales department stores. His passion for design was achieved fully in the fabrics that he created for his collections, having them manufactured in Italy at the Setificio Bellotti. Audacious and imaginative, in terms of colors and patterns, they characterized the tunics and kimono suits with their spare, sober lines.

Valsecchi

Antonella (1968). Milanese fashion designer. After specializing at the Istituto Marangoni and serving an internship at the Saga Design Center in Copenhagen, she took a job in her family’s fur business. She remained in the sector but, in the Fall-Winter 1999-2000 season, she presented her line of women’s leather and fur accessories and also a few items of apparel, in the same materials, adding to her love of design her own artisanal experience from the workshop.

Victoire

Chain of boutiques (four in Paris, four in the rest of France and one in Tokyo) and label of ready-to-wear fashion distributed also in Italy. The first store was opened by Alain Lalonde in Paris, in the Place des Victoires. The fashion designer on an exclusive basis at the time was Catherine Chaillet, who designed the fabrics, and selected and offered accessories. In 1965 Lalonde monopolized the square with another retail outlet of only men’s prêt-à-porter. Two years later, he sold it all to Antoine Riboud, who hired Franµoise Chassagnac to manage it. The Victoire line has been characterized over the years, as a classical fashion with minimalist sytle. The men’s and women’s outfits are always made of natural fabrics (linen, cotton, cashmere and wool) and the colors, never garish, tend to oscillate between black, dark blue, hemp, and white. The knitwear (this statistic is from 1999) constitutes 40 percent of production.
&Quad;Under the management of Gilles Riboud, the family-owned company expanded, with 11 shops for menswear, womenswear, and accessories in French territory. The most recently opened shop is the one in Saint Tropez, in the Boulevard Louis Blanc.

Vitale Barberis Canonico

Manufacturer of menswear fabrics in wool, mohair, cashmere. It was founded in Prativero di Biella in 1936 and is still owned by the same family. Turnover, which in 1993 amounted to 72 billion liras reached, in 1998, 111 billion liras. It produces more than 4.5 million meters of fabric, against the 3.5 million of 1993.

VEV-Prouvost

A French industrial group active in various sectors of the textile industry: it produces fibers to be used by the apparel industry, threads, cottons, and wools destined for retail sale (among the many, the best known is the Pingouin label) and cotton fabrics for the shirts designed by Pierre Clarence, Dior and Cardin. Created through a series of mergers, it had nearly 17,000 employees in 1987, and then just a little over 5,000 employees at the beginning of the 1990s, after restructuring and sales.

Valentinitsch

Ines (1972). Austrian fashion designer. She was born in Graz. She studied with Helmut Lang in Vienna and at the Domus Academy in Milan. She has carried out major collaborations in Italy and elsewhere. She has worked with many apparel manufacturers and producers of knitwear, haute couture and accessories, not to mention her experiences with consortiums such as lace producers such as Austrian Embroideries, or Swiss Textil. For them since 1993 Ines has designed entire lines or individual items, while continuing the collection that bears her name, which debuted at the end of February 1999, during Milan Collezioni, and which since then has been presented in various occasions on the runways of Europe.
&Quad;1999. She designed the FusCo per Angelo Fusco collection.
&Quad;2001, March. She sent down the runways models with beer cans and (fake) joints in their hands. There are countless parallels with Vivienne Westwood.
&Quad;2001, October. The urban jungle, a savage and yet metropolitcan panorama, was the setting for Valentinitsch’s Spring-Summer 2002 collection, with women wrapped in braided lianas enveloping their bodies. Fabrics and accessories were evocative of the world of apes. At the door, journalists were given little voodoo dolls, completed with pins.
&Quad;2002, September. On the occasion of her first appearance at “White,” the section of Momi-Modamilano dedicated to the most innovative names in prêt-à-porter, the Austrian designer presented outfits with concave 1980s shoulders, white balaclavas, and modernist ski overalls.
&Quad;2002, April. Thanks to the agreement with the Japanese group Itochu, the Austrian designer launches Ini, the youth line intended at first only for the Japanese market.