When Vivian Hoorn, photographer and model from the Netherlands, founded Viveh in 2022, she created far more than just another fashion brand – the goal was to challenge deeply rooted beauty standards in the industry. She recognized a gap in the market for high -quality, timeless fashion that appeals to women in all its diversity, and designed a collection that fully celebrates the female silhouette.
With the relaunch of the website in mid -February and a revised brand identity, Viveh is now taking the next strategic step. Fashionunited spoke to Rebecca Cangi, Brand Manager at Viveh, and Nicholas Hurenkamp, founder and CEO of Viveh and Coutured – a company that specializes in the construction of industry -leading product brands – in order to illuminate this transformation. The focus of the conversation was the future orientation of the brand, its commitment to the art of craftsmanship and the more comprehensive vision behind its development.
Born out of a market needs
Viveh emerged from personal frustration about the sizes conventions in the industry, which many women often exclude. “Vivian’s inspiration came from her own experience with the fashion world,” says Hurenkamp. “She wore clothes size 42 and found it absurd to be categorized as ‘plus size’. This discrepancy between the size standards and the bodies of real women became a catalyst for the brand. ”
From the beginning, the label benefited from well -founded industry knowledge. The brand was positioned for success with an established supply chain that obtains high -quality fabrics from European and Italian weavers, and a strong production base in Portugal. The commitment to local, high -quality craft guarantees timeless, durable pieces that reflect contemporary values.
Fashion that adapts to the life of women
A central pillar of Viveh’s design philosophy is versatility. The brand’s items of clothing are designed in such a way that they can adapt and thus be carried on different occasions. “Our best -selling tops can be worn in different ways – shoulder -free for an evening event or with a structured section for the office,” says Cangi. “Women experience clothes differently during the day. Our models reflect this reality by offering flexibility – be it in adaptation to changing body shapes or in the seamless transition from work to social events. ”
The cut also plays a crucial role for the perfect fit. In contrast to many other brands that start from a smaller basic size, Viveh begins with size 42 and thus ensures balanced proportions across the entire range – an approach that increases both comfort and portability for a broader customer: inner trunk .
Brand reinforcement: a strategic evolution
Three years after the launch, Viveh refines the brand identity – it is not a rebranding, but an adaptation to time. “We had a diamond, now we polish him,” says Hurenkamp. The brand’s core DNA is preserved, but the focus is now on more precise communication and visual coherence. Part of this refinement is to highlight the key attributes of Viveh – versatility, timeless design and high -quality materials – through clearer storytelling and a more structured marketing approach.
An important change is the stronger emphasis on movement and real portability in the visual language of the brand. Instead of traditional, static luxury mode photography, the upcoming campaigns will show how Viveh pieces work in everyday life. “We want our pictures to reflect the way women actually wear our clothes – dynamic, comfortable and elegant,” explains Cangi.
At the heart of brand development is a new focus on digital storytelling. The updated website is added to ‘Studio Notes’, a resource platform on which customers get access to information about textiles, care tips for clothing and a deeper insight into the craftsmanship of Viveh. In addition, a special community area offers a platform for discussions about body positivity, personal style and empowerment of women. A loyalty program will concentrate on commitment instead of traditional rewards, contain exclusive content and interviews and support deeper bonds between Viveh and its customers: inside.
Expansion in B2B area and international markets
Originally on direct sales to consumers: Due to the inside, Viveh is now expanding due to the strong demand to the B2B wholesale. The brand quickly established itself in the Netherlands and Norway and recently appointed sales partners: inside in Denmark, Sweden, Finland, Iceland and Belgium. Germany is a key market for future expansion due to its strong e-commerce performance. Trade partnerships are a cornerstone of this strategy. By working with a large number of trade agencies, many of which are managed by women, Viveh promotes an open discussion about identity as a women’s brand and at the same time remains open to new partnerships.
“We not only place our products in shops-we interact with our B2B partners: inside,” says Cangi. The flexible supply chain of the label enables reorder that is tailored to the needs of the regional markets and thus strengthens the relationships with the boutique retailers: inside. One of the long-term visions includes the opening of a flagship store that offers a physical space in which customers can fully experience the brand inside.
Search for new agency partnerships in Germany and Italy
Viveh is expanding to Germany and Italy and is actively looking for representations in these key markets. Sales are in demand: inside with strong networks in the upscale fashion segment that share the brand’s values and connect their collection to the right retailers: inside. By working with experienced agencies, the label wants to strengthen its market presence and refine its localized strategies.
In the future, Viveh is not just about fashion – it’s about redesigning the dialogue about it.