Italian designer brand Vivetta is especially successful now according to many retailers and insiders. Founder Vivetta Ponti created her own brand in 2008 after past designing stints including an important one at Roberto Cavalli. At Cavalli she learned everything about embroidering and elaborate embellishing techniques, aspects that still distinguish and characterize her works. Her women’s collection also likes to play with and mix juxtaposing nostalgic elements such as old dolls, ’50s-style interior decors and ’60s-’70s wallpaper patterns with hypermodern silhouettes and surreal elements.The brand is sold through a wholesale distribution network that includes worldwide department stores, multibrand stores and boutiques, including Barneys, Le Bon Marchè, Selfridges, Luisa Via Roma, La Rinascente, Boutique 1, Liberty and many others.
We interviewed the designer to learn more about her fashion and vision of the market.
Your brand is very successful in this moment. Can you explain what is your secret?
My creations reflect what I love, my interests and my inner world. That retro aspect of objects is decidedly balanced by an evident contemporary taste aimed at offering modern clothes. I have no particular secret. I simply do what I like.
Who are your customers?
For sure sophisticated and ironic women who love to experiment and play with their image.
In which countries is your brand most successful?
Asian countries, Russia and Europe are the geographical areas we are most successful in. We are also working hard as we would like to step up in the American market.
What are some of most distinguishing elements of your collection?
What I cannot do without are collars. They are always there. I like to experiment with new uses of them as they always add some fun touch to any look.
You brand was born ten years ago. How has it changed with time?
I have learned a lot from every collection I did, though I am always facing a new challenge every day. You have to work hard if you want to grow your projects and business.
How did fashion and consumers’ attitude in purchasing change through the years?
Today “my” consumers–though not only mine–are much more conscious, informed and demanding from both quality and style point of views.
Did you open any monobrand stores?
No, not at the moment even if it will surely be one of our next aims.
Do you also sell through e-commerce? How important is this channel for you?
We don’t sell through direct e-commerce, though we sell through different online platforms such as Farfetch, Shopbop, TheModist, Moda Operandi, 24 SÈVRES and others.
What is the role of a fashion store today and, more specifically, of the multibrand one?
Its role is to make research and offer alternatives to what all other distribution channels sell. Multibrand stores are especially important as they give visitors the possibility to know and touch a selection of coherent products. Behind each multibrand store there is a huge research work.