Can bon-ton be fashionable? In an age where it is all about sneakers and, in general, sports-wear is hard to say. Viviana Mori with her brand, born just a year ago, thinks so. After all it has been proven, even on the catwalks of Haute Couture, that with the right dress even sports shoes by definition can be chic.
Viviana, when and why did you decide to found your eponymous brand?
I always dreamed of having my own label, I used to work but always creating tailored garments designed by me. As soon as I was contacted by my current lender and partner a year ago, I had the opportunity to realize my dream.
What is “fashion” means today in general and then, for you, in particular?
Everything has become fashionable. Fashionable is not follow it, fashion is the link on social networks that lasts two days, a film, a school of thought, a way of saying, even caring. As for the clothing, the thing that I did notice in recent years is the total exasperation and the desire to break away from the group of lemmings that larger companies, aided by the mass media and “patrons of fashion” and want they have managed to create: empty people who buy without knowing what they are buying, with the look of zombies in stores in search of the last trend that will last maybe a month. From here we have arrived at the height of equality in the banality that finally overflowed, creating an explosion of style of all kinds has never been so individual in the history of fashion as in this decade, and love it. I think that fashionable is continuing with life and ideals watching the news in this system and by adopting them. I just go hand in hand with my ideas, without forgetting to be myself.
What is the added value of Viviana Mori?
Our brand caters to a dynamic woman with a busy life that does not have time to go to home to change before going out but who cares anyway to be elegant but comfortable at the same time. We try to meet her needs mixing style etiquette with no-stress fabrics; no “force” the woman in a lbd. Add femininity and details: the fabrics, the yoke of men’s shirts, prints and delicate embroidery to the refined colors for our themed collections.
What is the positioning of your brand on the market?
Our ideal customer appreciates quality, sophistication of style and elegance. Shun triviality and apathy. Our leaders reflect a style etiquette and a young and sparkling elegance, with an affordable price.
What it means to be an emerging fashion designers in Italy?
Emerging fashion designers are strongly supported by blogs, events and journalists in search of novelty, but talking about the small circle of the olympus of fashion doors are boarded up, and it is not enough and not easy to get there only with talent, a good product and meritocracy .
Future projects?
We will expand the lingerie line with new patterns and fabrics, we’d also like to create a beach-wear line always retro-inspired.
ph courtesy: press office
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