“It’s complicated to be a part of the fashion system and also be a woman,” says Vivetta Ponti. But the Milan-based designer is flourishing: since founding her mononymous brand in 2008, Ponti has gone on to establish her own distinctively hyperbolic take on femininity, with designs that fuse the clichés of “girliness” with understated seductivity. Yesterday, the designer showed her surreal SS19 collection to a doting crowd at Milan Fashion Week. Inspired by Peter Max’s psychedelic graphics of the ’70s, VIVETTA SS19 is about fun. “This collection is an invitation to play together,” Ponti explains. “It’s visionary fantasy, infused with an eccentric and enchanting glamour.”
From mini-dresses draped in technical organza to butterflies, frills and rosettes aplenty, Ponti’s latest offering is unabashedly feminine and unapologetically spring. To celebrate, we caught up with Ponti for a quick-fire Q&A about all things fashion.
What drew you to fashion?
I decided to become a designer when I was 18. Designing clothes is like creating wearable art for me – art is the highest form of expression and clothes are the best means to bring that closer to people.
You’re known for your maximalist approach to femininity – how do you react to the phrase “less is more”?
I think there has to be a balance: more is more if the elements are coherent. Personally, I love bright colours. I have a special relationship with pink so I like playing with its complementary and secondary colours.
Where does the design process begin with your collections?
Many different things – I start from something I see and like. Sometimes, it’s like a sign, maybe a book falling on the ground and opening on an image… and that’s the beginning of a collection. I do a lot of research using antique books, I collect the images that I am attracted to the most, mixing heterogeneous elements. I might use vintage magazines as well as fairy tale books.
How does your Italian heritage feed into your work?
My creations are deeply rooted in Italian culture and history. I’ve lived in many different places – I spent my childhood in Assisi (Umbria), then I moved to Florence as a teen, then to Bologna, and now I’ve been in Milan for some years. Who I am and what I do is the result of what I experienced till now.
Who is the VIVETTA muse?
Many amazing women inspire me, I’m in love with the female figures of other times, like Catherine Deneuve in the ’60s, or like the women of my grandmother’s stories. Petit Meller is one of my favourite artists and faces, having her as a guest at my show this past September was very exciting. But the VIVETTA woman is a refined and ironic woman, who enjoys experimenting and playing with her image.
What have your collections taught you?
I have to say I learn a lot from every collection, every day is a new challenge. You have to work to grow, work hard and hope people will continue to like what you do more and more, and you have to always ask more of yourself and hope you’re able to do it.
What do you hope for the future of VIVETTA?
I have so many visions! Open my first mono brands (hopefully soon). I’m so excited about the idea to design my own shops. I’m crazy for interiors.
Images courtesy of VIVETTA