Fashion is a mirror. It is a sophisticated reflection of the cultural identity of each society. It echoes the traditions, heritage, and values embedded within each garment, stylistic choice, and stitch with African countries being no exception to this rule. Fashion serves as an expression of African cultures across the continent. It is the rituals, religious ceremonies, and social traditions that constitute the compass of traditional apparel, demonstrating that fashion transcends mere aesthetics. However, today’s world is closely interconnected, and colossal fashion brands sell their identical pieces all around the world, threatening the uniqueness and diversity of each society. With the challenges of globalization, a golden balance must be reached: African countries must preserve their unique artistic identity while accepting modern elements. This equilibrium guarantees that tradition is respected while there is room for innovation and adjustment to modern-day trends. A real-world example of this technique? VIVIERS, a brand devoted to originality by mixing contemporary elements and traditional techniques. They manage to differentiate through their high-quality garments and lavish textures. These elements combined create the perfect recipe for timeless allure. In this exclusive interview, we will explore how VIVIERS developed and became the authentic brand it is today. 

We know that the first step is the hardest moment in the rise to greatness. So, tell us about your path and how you started.

At the genesis of a designer’s career, only passion and ambition exist. In this enthusiastic atmosphere, the first seeds of creativity are planted, fueling the journey toward artistic fulfillment. With dedication and commitment to her goals, Lezanne VIVIERS seeds blossomed and developed an original brand. “After interning and working in the industry for 8 years, I was ready to explore my own vision and identity,” she reminisced looking back at her early professional steps. Her creative vision entailed combining all interests in textile, photography, and art disciplines “all under one umbrella.” Thus, VIVIERS was a manifestation of her desire to unite all her artistic passions. 

Your brand is real, it has a beautiful ethnic identity, how much did it take for you to get some results?

In the world of fashion, countless different brands compete, striving to differentiate and expand their market share. This environment sets a challenge for each brand as they must find the balance between standing out and sticking to their values. So, what is the optimal business strategy? According to Lezanne VIVIERS, the secret to success is sincerity towards yourself and others, then “what you do will make sense.” Success presupposes consistency and authenticity, without neglecting your values. It is not just the visual elements that give the brand a unique aura: it is the commitment to your principles.  As we delved deeper into the discussion, she remarked that “textiles, texture, and color are all elements that have been used throughout the eons to communicate one’s origins, identity, and often also status.” It is these elements that give a distinctive character to each brand and essentially form its identity as they are “deeply personal and emotional.” Therefore, she believes that by sticking to your beliefs, brands can elevate themselves, offering something more than just products: they can create a unique identity that can leave a mark on the minds of consumers. 

Fashion is a world in constant evolution, tell us the evolution of your brand. The first collection, the present, and your future.

VIVIERS is not a conventional and mundane brand that never explores its options. It is a brand that is willing to take risks to create authentic collections to find the optimal style that harmonizes with its values. This year, VIVIERS is turning five years old. “I believe our brand has evolved from the first collection, that it has become more refined and recognizable,” she reveals. The first collection included a colorful palette and various textures, shapes, and styles, that set the foundation for the process of giving VIVIERS an identity. The second collection was created in collaboration with their long-term friend and visual artist Marlene Steyn who helped them evolve the brand further as they thought outside the box and escaped the ordinary. “These conceptual experiments and approach, combined with the foundations of the first collection’s shapes and textured, were the roots that still form the essence of VIVIERS,” demonstrating that the brand would not have the unique touch it has today if it weren’t for the first two collections. 

Both in social media and in the fashion world, collaborations are fundamental, have you considered, or do you dream about collaborating with someone? If yes, who?

VIVIERS recognizes that collaborations are a way to exchange ideas and give birth to new designs. Indeed, it was “found on the concept of co-emergence and true artistic collaboration, evident in everything we do.” The “The-Hub-of-the-Hand” is an ecosystem where a series of limited-edition, artistic experiments come together to create authentic and responsible garments which becomes possible through the symphonic integration of diverse elements. Combined, they give birth to creative and innovative collections. “The process then transcends individual contributions and results in something truly new.” With this collaborative spirit, VIVIERS is an atelier that embraces a cohesive expression of creativity where innovation flourishes, creating something novel in the realm of fashion. Lezanne VIVIERS firmly believes that there exists “an interdependent and simultaneous development of ideas” that results from the interconnectedness of today’s world. In the end, all these ideas mix, mutually influencing each other, and form something unique and original. When does this work best? When the brands share the same values and can collaborate without divergence over ethical issues. In VIVIERS’s case, “a conscious and responsible approach to creativity; an approach that both preserves ancient craft techniques, as much as curiously challenge them.” Hence, VIVIERS respects old approaches to creativity which have been passed down through numerous generations but also embraces modernity and recognizes the importance of evolution and exploration in the creative process. Therefore, the brand is built on traditional foundations, complementing them with innovative ideas and fresh perspectives. She concluded by expressing her love for collaborations. “We love collaborations in all forms, from the craftsmen we work with to the artists we conceptualize with,” conveying her gratitude to all of the team of VIVIERS. Collaborations are what gives essence to the brand, what makes it thrive in this competitive industry, and what drives its creative endeavors. 

Since you love fashion as much as we do, give us your opinion on an upcoming collection you can’t wait to see in the market.

Fashion is not about following trends: rather, it is about creating them. This presupposes artistic integrity and raw designs, not affected by the big players. When answering this question, the interviewee demonstrated her creative genius and modesty by highlighting that she “loves clothing with integrity, meaning, and a positive social impact even more.” Publicity and exposure are not her main priorities, but she pays her undevoted attention to “waiting for a treasured piece that speaks to me through all its integrity.” She praises originality while condemning designers that follow trends created in the system of “commerce and capitalism” blindly, advocating for raw and untouched fashion. She also expresses her admiration for handmade pieces that have been meticulously manufactured for each customer by focusing on the Pollackishoes, to which she is particularly drawn. 

Thanks for this special interview you agreed on, the last thing we would like to know is, if you were to advise a person who wants to approach this world and dreams about the level of reach you gained, what would you say?

Lastly, what would Lezanne VIVIERS advise those wishing to join the fashion industry? Don’t lose your unique style by following the rules set by somebody else. After all, “fashion is not what it is set out to be.” Throughout her career, she did things her own way and did not conform to societal standards as she firmly believes that the terms and conditions should not be predetermined but created by each brand individually. “Don’t become a victim of the system,” she finally remarked. Moral of the story? Be yourself and only that way you can create a brand that cherishes authenticity.