Vivetta

Vivetta Ponti launched her namesake label in 2009, bringing a highly imaginative, surrealist-inflected vision to the Milanese fashion scene. The brand is known for its intricate hand-embroidery and unexpected motifs-most famously its 'hand' collars-which have earned it a dedicated international following among those seeking an alternative to conventional luxury. The label’s rise is defined by its ability to translate the energy of the Italian avant-garde into a successful and coherent ready-to-wear business.

By focusing on high-quality fabrics and precise, often playful tailoring, Vivetta has established a distinct identity that prizes individuality and creative storytelling. The label works across ready-to-wear and tailoring. Recurring signatures include embroidery. The house is part of Modamet (Anselmi family). Following her experience at Roberto Cavalli, Ponti developed an aesthetic that merges the whimsy of mid-century vintage with the sharp technical standards of modern Italian manufacture. Its development has been shaped by recurring codes in cut, material or proportion.

Surrealist art serves as the primary blueprint for the creative process, where embroidered faces, hands, and flora are transformed into functional structural elements of the garment. Design signals include the use of bold, graphic threadwork and a palette of vibrant yet controlled tones that reference the irony and elegance of 1960s design. This approach sees the garment as a site for artistic intervention, using the discipline of the Italian atelier to ensure that even the most whimsical details possess a high level of technical finish.

A sense of irony and playfulness permeates the collections, encouraging a version of femininity that is self-aware, expressive, and unafraid of visual surprise. The philosophy promotes a dialogue between personal memory and modern reality, using traditional techniques like smocking and hand-embroidery to explore contemporary themes of wonder. Prioritising the hand of the maker and the use of premium resources, the house ensures that the design process remains a central part of its narrative, resulting in a wardrobe that is both technically rigorous and emotionally engaging.