Vivetta Ponti Exits Namesake Brand

MILAN — Vivetta Ponti is exiting her namesake womenswear and kidswear brand, WWD has learned.

Ponti established the brand in 2008, growing it into a sizable indie business over the past 17 years. In September 2022 she sold a 58 percent stake to the Modamet holding of the Anselmi family.

Described as a mutual agreement, Ponti’s exit leaves the brand in the hand of the design studio, whose first effort is for the resort 2026 collection. This makes the fall 2025 runway show Ponti’s swan song for the brand she founded.

Ponti connected with the Anselmi family when she introduced her first jewelry collection in 2020 under license with Chimera Gold, the jewelry manufacturer based in Arezzo, Italy under the Modamet umbrella.

“We want to extend our sincere thanks to Vivetta Ponti for the creativity and passion she has always demonstrated,” said Vivetta’s chief executive officer Nicoletta Raponi, who joined the company in 2018 and was promoted to the current role in 2022.

“Today the Vivetta brand represents a point of reference for style and authenticity, loved by an international community and with growth potential. We are strengthening our production network to ensure the level of quality and attention to detail the brand deserves, and we will open a headquarters in Milan that will also house the creative studio. This transition marks a new chapter in the strategic development, aimed at consolidating the brand’s identity and propelling it into new challenges,” she offered.

Known for its whimsical and playful creations, the brand showed regularly as part of the Milan Fashion Week women’s calendar.

The label was originally produced by Camac but in 2018 the brand signed a licensing agreement with Gilmar Group for the production and global distribution of its ready-to-wear collections. In 2019 it introduced footwear via a licensing deal with manufacturing company Be71.

Both the Gilmar Group and Be71 deals have been terminated and now the brand handles production and distribution in-house.

The namesake designer gathered steam in the mid-2010s after being selected by Giorgio Armani as the guest label to show its collection at the Armani Theater in February 2015.