Vivetta Ponti has recently launched her new brand, Venerdì Pomeriggio, which translates to Friday Afternoon. The name holds special significance for Ponti, as she explains that Friday has always felt like her name and is her favorite day of the week. The brand represents a new chapter for Ponti, marking her return to fashion under a different premise. Instead of large seasonal collections, Venerdì Pomeriggio will release a few capsules per year, each conceived as chapters with repeated silhouettes to reinforce coherence.
Ponti’s approach to the brand is focused on maintaining taste and accessibility. She prefers to sell clothing at sustainable prices rather than producing large collections that end up being heavily discounted. This is made possible through direct sales and a selective network of boutiques. Venerdì Pomeriggio is configured as a genderless lifestyle brand, where clothing is seen as an extension of interiors. The first capsule drew inspiration from domestic imagery, with pieces that resembled tablecloths and lamps.
The fabrics used in Venerdì Pomeriggio are entirely deadstock or upcycled, sourced in limited quantities across Italy. Ponti ensures that once a fabric is used up, no one else will have the same dress in the same cloth. Interior textiles such as upholstery florals and striped poplins are reimagined into garments with meticulous finishing details. Denim is embroidered with colorful flowers, vintage leather pieces are covered in ribbons, and accessories are crafted from chantilly lace and vintage jewelry pieces.
The design process for Venerdì Pomeriggio is unique, with Ponti first finding the fabric and then returning to the studio to design in total freedom. This approach allows for a creative and sustainable way of designing, where each piece is thoughtfully crafted and unique. Venerdì Pomeriggio represents a new beginning for Ponti, where she can express her creativity and passion for fashion in a more intentional and meaningful way.
