Vivetta‘s designs are defined as romantic with a heavy dose of surrealism. The brand was conceived and founded by Vivetta Ponti who, following her collaboration with Roberto Cavalli, decided to devote herself to a line conveying her aesthetic ideal: feminine and retro, playful and rich.
The inspiration for her long and flowing princess-like dresses seemed to have landed from the realms of Nouvelle Vague, Italian horror movies, and vintage children’s books.
But the mix has turned out to be successful. Vivetta’s show is one of the most anticipated during the Milan fashion week season. And the designer premiered her pre-collection at White during Milan Men’s Fashion Week for Spring 2017.
When did you start the brand? And why did you decide to strike out on your own?
Vivetta was born in 2010. Having worked as a designer for several companies, I couldn’t wait to express my style and what really captivated me: antique interiors, old illustrated books, dolls and surrealism.
How would you describe your brand?
I like 4 adjectives: feminine, eclectic, contemporary and “dreamy”
Who is, in your opinion, the Vivetta woman?
The Vivetta woman is a refined and ironic woman who enjoys experimenting and playing with her image.
What are the ‘must-haves’ from the fall 2016 collection?
The transparent pieces are meant to layer with the lux fabrics, like the velvet skirts and dresses.