Vionnet, the renowned French couture house founded by Madeleine Vionnet in 1912, is making a comeback with a special capsule collection ahead of its official relaunch scheduled for summer 2024. After facing liquidation in 2018, the historic fashion brand was acquired by luxury conglomerate ChimHaeres Holding in April 2023.
The initial focus of the revival is to pay homage to the legacy of Madeleine Vionnet, known for her pioneering draping techniques and minimalist fashion aesthetic. The company aims to reintroduce her values and vision to modern audiences while preparing for a full-scale brand relaunch.
To kickstart the revival process, Vionnet has conceptualized three limited-edition mini-collections, each consisting of around 20 pieces, including ready-to-wear and accessories. These collections will be exclusively available on the vionnet.com website for a limited time. The first collection, titled ‘Vivid Memories of the Future,’ will debut on February 10, with subsequent releases planned for March-April and June-July.
Philippe Camperio, president of Vionnet, explained that these capsules serve as a tribute to Madeleine Vionnet, aiming to communicate her timeless relevance and desirability. The inaugural collection features a minimalist design inspired by geometric shapes and graphic motifs, showcasing the brand’s signature draping technique.
The upcoming mini-collections will explore different aspects of Madeleine Vionnet’s universe, leading up to the introduction of ‘the Vionnet Way,’ a new approach to fashion characterized by innovation and inclusivity.
As part of its future plans, Vionnet will leverage artificial intelligence (AI) to generate innovative collections based on interactions with its audience and curated content. These collections will be released throughout the year outside traditional fashion schedules, emphasizing exclusivity and limited availability.
Ultimately, Vionnet aims to establish a physical presence in Paris, marking a significant milestone in its comeback journey.
