The Fashion World is About to Slow Down—And It’s All Thanks to Vivetta Ponti’s Bold New Venture
In a move that’s as refreshing as a Friday afternoon breeze, designer Vivetta Ponti is stepping into uncharted territory with her latest endeavor, Venerdì Pomeriggio. Launching on the opening day of Milan Fashion Week, this new brand isn’t just a collection—it’s a manifesto. But here’s where it gets controversial: Ponti is challenging the very essence of the fashion cycle, advocating for slower production, sustainability, and affordability. Can high fashion truly embrace these principles without losing its allure? Let’s dive in.
After parting ways with her eponymous label last year, Ponti is reimagining her creative vision within a framework that prioritizes quality over quantity. Venerdì Pomeriggio, which translates to “Friday Afternoon,” is more than just a name—it’s a metaphor for reclaiming time, embracing simplicity, and celebrating the joy of home. Ponti’s Greek-inspired first name, meaning Friday, and her love for the day that signals the weekend ahead, perfectly encapsulate this renewed spirit. And this is the part most people miss: the brand isn’t just about clothes; it’s a lifestyle. From home textiles to wallpapers and cushions, Ponti is blurring the lines between fashion and interior design, inviting us to find beauty in everyday moments.
But here’s the bold part: Ponti is openly criticizing the traditional fashion model. She’s ditching the exhaustive cycle of 150-piece sample collections presented four times a year, calling it outdated and wasteful. Instead, she’s focusing on curated, limited-edition capsule collections—six to eight per year—with each piece priced under 300 euros. This shift isn’t just about sustainability; it’s a response to a changing consumer mindset. With the rise of vintage stores and platforms like Vinted, Ponti argues that people are no longer willing to spend a fortune on a single dress. Is she right? Or is this a risky gamble in an industry that thrives on exclusivity?
Produced exclusively in Italy, the brand relies on local artisans, deadstock fabrics, and end-of-series materials from Italian textile companies. This commitment to craftsmanship and sustainability is further amplified by Ponti’s collaboration with social organizations, ensuring that her collections have a positive community impact. But here’s the twist: Ponti is abolishing the idea of a target audience. Her designs are for anyone who appreciates detail, whether they’re a woman, a man, or someone in between. It’s a bold statement in an industry obsessed with demographics. Could this inclusivity be the future of fashion, or is it too idealistic?
The debut collection, unveiled via an intimate runway show, is a feast for the senses. Inspired by films like Picnic at Hanging Rock and Death in Venice, as well as Sarah Moon’s dreamy 1970s photography, the 21-piece capsule features prairie dresses, oversized collars, and pajama-inspired loungewear. Fabrics range from floral-themed velvets to polka-dot georgette, with some pieces—like a cotton top and skirt made from a floral tablecloth—directly echoing the domestic environment. The collection’s nostalgic mood is heightened by a relaxed soundtrack and a slow-paced presentation, reminiscent of 1960s couture shows.
After the show, select pieces will be available online, with pop-ups and curated distribution to follow. Ponti is clear: she’s not chasing retail dominance. Instead, she’s focusing on custom-made services, including affordable bridal wear, and expanding her lifestyle offerings. Collaborations with local artisans for quirky glassware, tableware, and furniture are already on the horizon. It’s a holistic approach that fully expresses her passion for the home category.
Meanwhile, Ponti’s former label, Vivetta, is charting its own course under CEO Nicoletta Raponi and owner Modamet. With a coed fall 2026 collection debuting this week, the brand is shifting toward a more mature aesthetic and repositioning itself in the advanced contemporary category. It’s a new chapter for Vivetta, but all eyes are on Ponti’s Venerdì Pomeriggio—a brand that dares to ask: Can fashion be both sustainable and accessible without compromising on creativity?
What do you think? Is Ponti’s vision the future of fashion, or is it too idealistic for an industry built on excess? Share your thoughts in the comments—let’s spark a conversation!
