Mercedes-Benz Global Fashion Engagement 2017: Vivetta presents runway collection in Beijing
Stuttgart/Beijing. Mercedes-Benz presented Italian designer Vivetta Ponti at Mercedes-Benz China Fashion Week for the first time, unveiling her eponymous brand Vivetta Autumn/Winter 2017 Collection as part of the Mercedes-Benz International Designer Exchange Programme (IDEP). The direct exchange saw Chinese designer Angel Chen show her collection at Milan Fashion Week on February 23, 2017.
Ponti was chosen from a shortlist of five Italian designers to present her Vivetta collection at 5pm on March 30, inside Beijing’s Central Hall of 751 D-Park. Her eponymous brand’s Autumn/Winter 2017 collection took as its starting point a dazzling 1940s circus, with masked ladies, harlequins, acrobats, Pierrot clowns and merry-go-round unicorns all appearing as exquisitely hand-embroidered motifs on vintage-hued silhouettes. Soft velvet and vinyl were new additions to the signature poplin and tulle Vivetta fabrics, all summoning a mood of retro fabulousness in vibrant jeweled colours inspired by the palette of French painter Jean Metzinger.
Educated at Liceo Linguistico Le Mantellate in Florence, and at cfp Paullo in Milan, Ponti cut her teeth at Roberto Cavalli, where she spent three years on the design team. After winning a design competition in Paris she launched her namesake label in 2009. Known for its playful, often Surrealist-inspired take on feminine dressing, Vivetta has since established itself as a destination for cool women looking for a touch of unconventional quirk; Elle Fanning, Alexa Chung, Chiara and Valentina Ferragni and Felicity Jones are fans. Ponti is based in Florence, and her hyper-romantic pieces are all designed, manufactured and often hand-worked in Italy. Her work is stocked by key retailers including Barney's NY, Selfridges, Avenue 32, Harrods, Le Bon Marché, Moda Operandi and Bosco Ciliegi.
Vivetta Ponti said: “I am delighted to present my collection in Beijing this season and to reinforce my Italian aesthetic with a Chinese audience. I am grateful to Mercedes-Benz for helping to increase my brand’s presence in a key market, and am hugely excited about what the next few years hold for Vivetta.”
Michael Bock, Director Sport- & Lifestyle Marketing Mercedes-Benz Cars, said: “The International Designer Exchange Programme has comprised a core pillar of Mercedes-Benz’s global Fashion Engagement since its inception in 2009. The support and promotion of emerging talents is incredibly important for us, and Vivetta Ponti and Angel Chen are both worthy recipients of the IDEP this year. Both designers combine compelling creativity with sophisticated craftsmanship in the fashion sector, in line with our own key brand pillars, and we are thrilled to be able to present them in direct exchange across two continents, and to provide them with a springboard to future success in new markets.”
As part of the direct exchange, Mercedes-Benz presented Chinese Designer Angel Chen’s collection at Milan Fashion Week in February. The designers were chosen from a shortlist of five Italian and six Chinese candidates, by a panel of judges including Xiao Xue, Chief Content Officer at Elle China, Freda Wang, Marketing Director Beijing Mercedes-Benz Sales Service Co., Ltd., Carlo Capasa, President of Camera Nazionale della Moda Italiana, Giusi Ferré, Italian author and journalist and Karla Otto, Founder of Karla Otto Ltd. Mercedes-Benz continues to honor its commitment to nurturing both emerging and established designers through the brand’s International Designer Exchange Programme, which provides a unique opportunity for designers to access key international markets.
About Mercedes-Benz International Designer Exchange Programme
Over the past 22 years, Mercedes-Benz has established itself globally as a key player and partner at selected international fashion events. The brand is currently involved in more than 60 fashion platforms including Mercedes-Benz Fashion Weeks in Panama, Prague, Russia and Paris amongst others. As part of its global fashion commitment, for over seven years, Mercedes-Benz has continued to support young and talented fashion designers through the Mercedes-Benz International Designer Exchange Programme (IDEP). Launched in 2009, the Programme offers emerging designers a unique opportunity to present their collections outside of their local markets to an international audience. The IDEP is currently active across all of the Mercedes-Benz supported fashion platforms including London, Beijing, Berlin, Budapest, Prague and Istanbul. The Programme is often supported by an awards initiative commenced by Mercedes-Benz and underpinned by a panel of experts.
Mercedes-Benz China Fashion Week takes place from March 25 - 31, 2017.
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