Womenswear label Vivetta enters menswear, opens new Milanese headquarters

Italian label Vivetta is investing in the future, and has revealed two major new steps in its strategic evolution: it is entering menswear, and is about to open new headquarters in Milan’s central luxury shopping district.

In June 2025, Vivetta’s new owner, the Modamet holding company, announced that Vivetta Ponti, who founded the label in 2009 and was the creative brains behind her eponymous label, was leaving the post of creative director. She was replaced by an in-house design team, which debuted with the 2026 Resort collection. Vivetta has now revealed it is opening new headquarters in via Senato, in the very heart of Milan.

A sizeable space acquired by Modamet, soon to be home to Vivetta’s commercial offices and showroom, and where the label’s latest collection will be presented to a select group of Italian and international buyers.

In parallel, Vivetta has announced it is making a first foray in men’s fashion, presenting its inaugural collection for the pre-fall 2026-27 season. Vivetta menswear’s official runway launch is scheduled for next February, with a co-ed show at Milan Fashion Week.
 
“Vivetta is looking to the future, and is actually investing at a time when many are pulling back. Acquiring a new space in Milan is an important step along the route we have taken to ensure [Vivetta] is able to expand and grow as it deserves,” said Nicoletta Raponi, CEO of Vivetta, in a press release. “While we await the appointment of the person who will take creative charge of the label, we are laying the foundations for ensuring our vision’s success,” she added.

 
In 2022, Modamet acquired a stake and became involved in the running of Vivetta, buying a 58% share in the company that owns the label. Modamet, based in Arezzo, Tuscany, and owned by the Anselmi family, increased its stake in July 2025, taking full control of Vivetta. Modamet is a holding company that also controls Chimera Gold S.r.l., a long-established Arezzo company active in high-end jewellery and metal components for the fashion industry. As well as in fashion, Modamet has interests in real estate, sports and pharmaceuticals.