Milan, January 18, 2026 – Italian fashion brand Vivetta has announced a significant strategic evolution, marked by its entry into menswear and the opening of a new headquarters in the central Via Senato in Milan. This development follows the acquisition of Vivetta by the Modamet holding company in June 2025.
Vivetta’s Strategic Expansion: Menswear and New Milan Headquarters
The brand, founded in 2009 by Vivetta Ponti, who transitioned from creative director to an internal stylistic studio for the Resort 2026 collection, is now setting its sights on new horizons. The new headquarters, acquired directly by the company, will house commercial offices and a showroom, facilitating sales to Italian and international buyers.
Vivetta’s foray into menswear will see its first proposals presented with the Pre-Fall 2026/27 season. The official runway debut is scheduled for next February, with a co-ed show during Milan Fashion Week.
Investment in the Future: A Bold Move by Vivetta
Nicoletta Raponi, CEO of Vivetta, emphasized the company’s forward-looking approach. “Vivetta looks to tomorrow, investing at a time when many are disinvesting. The acquisition of the new space in Milan represents an important step in the path we are taking to ensure the development and growth the maison deserves,” Raponi stated in a press release. “While awaiting the appointment of the person who will take the creative reins of the brand, we are laying the foundations for a successful vision.”
Modamet’s Growing Influence and Vivetta’s Ownership
Modamet’s involvement with Vivetta dates back to 2022 when it acquired a 58% stake in Vivetta S.r.l. In July 2025, the Arezzo-based company increased its participation, securing full control of Vivetta’s capital. Modamet, owned by the Anselmi family, is a holding company that also controls Chimera Gold S.r.l., an industrial company specializing in high-end metalwork and fashion jewelry. Beyond fashion, Modamet has interests in real estate, sports, and pharmaceuticals.
This strategic expansion into menswear and the establishment of a prominent Milan headquarters underscore Vivetta’s commitment to growth and innovation within the fashion industry, even amidst challenging economic climates.
