Vionnet, the French couture house founded by Madeleine Vionnet in 1912, is making a comeback with a premiere capsule collection before its official relaunch in summer 2024. After facing liquidation in 2018, Vionnet was acquired by luxury conglomerate ChimHaeres Holding in April 2023.
Under new ownership, the brand aims to emphasize its rich history and the vision of its founder, Madeleine Vionnet. Known for her innovative draping techniques, minimalist fashion approach, and commitment to social and environmental causes, Madeleine’s influence will be showcased in the company’s initial stage. To prepare for the brand’s official revival, Vionnet has conceptualized three limited-edition mini-collections, encompassing around 20 pieces each, which will be available exclusively on the Vionnet website for a limited time.
The first capsule collection, named “Vivid Memories of the Future,” is a tribute to Madeleine Vionnet and her unique perspective. It incorporates draping, geometric shapes, gradient effects, knots, fringes, and graphic motifs created by Italian artist Thayaht. The collection features minimalist designs, jewelry adorned with sparkling stones, and garments crafted from black tulle embellished with shimmering silver sequins. Knitwear and asymmetrical silver lurex tops also contribute to the collection’s aesthetic. Price ranges for the pieces span from 800 to 1,500 euros.
The subsequent mini-collections will continue to honor the codes and key elements established by Madeleine Vionnet. Beyond simply showcasing fashion, the goal is to embody a particular mindset. These initial three capsules will pave the way for the brand’s upcoming chapter, known as “the Vionnet Way.” This innovative approach to fashion aims to be inclusive and shared through technology.
To support this new direction, Vionnet is developing its own generative artificial intelligence. With the assistance of a leading technological company, the AI will draw inspiration from the brand’s archives and various creative communities that align with Madeleine Vionnet’s values. Through interactive engagement with its audience, the AI will generate innovative collections under the curator’s supervision, regardless of whether the curator is a designer.
These collections will be released at regular intervals throughout the year, deviating from the traditional fashion schedule. Initially, they will be exclusively available on the brand’s website, followed by exclusive temporary spaces. Vionnet ultimately plans to establish a physical presence in Paris. The brand’s relaunch aims to redefine the fashion industry through its disruptive business model and integration of artificial intelligence.
For more information about Vionnet and its revival, please visit the official Vionnet website: https://www.vionnet.com/.
To learn about Madeleine Vionnet and her contributions to the fashion industry, visit this informative article: https://www.businessoffashion.com/community/people/madeleine-vionnet.
