Table of Contents

1. Key Highlights:
2. Introduction
3. A Historic New Home in Paris
4. The Vision of Gherardo Felloni
5. Celebrating the Belle Vivier Legacy
6. The Shoe That Changed Everything
7. Revitalizing the Archive
8. Crafting with Instinct
9. The Ambiguous Legacy of Roger Vivier
10. Creating Parisian Experiences
11. FAQ

Key Highlights:

• Roger Vivier has relocated to a historic 18th-century mansion in Saint-Germain-des-Prés, marking a significant shift for the iconic footwear brand.
• The new Maison Vivier features 15,000 square feet of exhibition space, excluding an archive that holds designs dating back to the 1950s.
• Creative director Gherardo Felloni emphasizes the importance of authentic Parisian luxury experiences to engage a younger, globally-minded audience.

Introduction

Roger Vivier, the français footwear house celebrated for its chic elegance and innovative designs, has entered an exciting new chapter by moving its headquarters to the stylish and historically rich area of Saint-Germain-des-Prés, Paris. This transition from the Right Bank signals more than just a change of address; it represents a revitalization of the brand’s identity and its connection to Parisian heritage. The new Maison Vivier is positioned as both a creative hub and a welcoming space for guests, fashion insiders, and students eager to delve into the essence of this storied brand.

In an era where luxury brands are vying for attention in an increasingly crowded marketplace, Roger Vivier is leveraging this new space to promote not just its products but its rich history and unique brand culture. This article explores the significance of Maison Vivier, the essence of the Roger Vivier brand, and its vision under the creative direction of Gherardo Felloni.

A Historic New Home in Paris

Maison Vivier, housed in a lavish 18th-century mansion, offers a magnificent backdrop that is both steeped in history and imbued with the contemporary essence of the Roger Vivier brand. The move is symbolic of a new era, as a substantial milestone was reached by its creative leadership.

Upon entering through the grand paved courtyard, visitors are met with an ornate wrought iron staircase, crowned with a golden sunburst ornament. This architectural detail sets the tone for a captivating environment that seeks to invite, inspire, and engage. The mansion spans an impressive 15,000 square feet, designed not only to showcase Roger Vivier's creations but also to provide an array of facilities, including offices, an exhibition space, design studios, and even a temperature-controlled archive.

The design of the Maison aims to reflect the distinctive taste of founder Roger Vivier, marrying modern functionality with classic elegance. Such a space naturally aligns with the celebratory activities hosted there—beginning with a lavish housewarming party during Paris Fashion Week, which serves to welcome everyone from fashion students to VIPs.

The Vision of Gherardo Felloni

Gherardo Felloni, the creative director of Roger Vivier, is an integral force behind this exciting transition. He emphasizes that the new space not only enhances the practicality of operations but also cultivates a deeper emotional connection to the brand. "Now, we can ask people to come here, and we have a place that speaks for itself,” Felloni stated during a recent tour, highlighting the importance of the environment in making the feel of the brand tangible and accessible.

In his view, this repositioning allows for a clearer presentation of the brand's identity. The space is labs for creativity, as it fosters not just design, but a holistic approach to the brand narrative through shared experiences. Almost poetically, Felloni describes how the Maison Vivier helps "explain and let people understand the feeling of this brand." It encapsulates centuries of heritage, creativity, and the spirit of Paris.

Celebrating the Belle Vivier Legacy

As part of the scheduled events at Maison Vivier, the brand will unveil its Spring 2026 collection, which marks the 60th anniversary of its iconic Belle Vivier. The Belle Vivier is more than just a shoe; it represents pivotal moments in both the fashion industry and the evolution of women's rights through its architectural design and fashionable stature, becoming an emblem of modern femininity.

Designed originally for Yves Saint Laurent's 1965 Mondrian collection and immortalized by stars such as Catherine Deneuve, the Belle Vivier has traversed decades and continues to resonate with styles today. The upcoming collection will showcase handbags and accessories that speak to the influence of the Belle Vivier, complemented by a short film featuring the equally iconic Laetitia Casta.

The Shoe That Changed Everything

Felloni expresses a child-like admiration for the Belle Vivier, stating, "I’m obsessed. This shoe is really powerful, emblematic. It changed everything — changed fashion, changed Roger Vivier." This shoe's architectural square buckle and sturdy block heel encapsulated a movement towards liberating design for women, redefining standards of elegance at the same time.

The opening exhibition at Maison Vivier, curated by Inès de la Fressange—a brand ambassador and fashion icon in her own right—draws attention to the original Belle Vivier and a myriad of other creations that underscore the founder's innovative spirit. De la Fressange aims to break the narrative of Vivier being solely about the iconic buckle shoe, showcasing the breadth of Vivier's creativity through varied designs, materials, and craftsmanship.

Notably, Vivier pioneered the stiletto and different whimsical heel shapes that would inspire generations of designers. The exhibition thus serves as a tribute to the foundational contributions of Roger Vivier while educating visitors about the richness of its portfolio beyond the brands’ existing famous icons.

Revitalizing the Archive

An essential aspect of the Maison Vivier is its commitment to preserving and reviving its historical archive, now significantly expanded to include over 1,000 items. This archive ranges from historically important shoes and design sketches to magazines and photographs that document the trajectory and evolution of footwear under the Roger Vivier name.

In the basement, a chapel has been transformed into a temperature-controlled reservoir of history, housing pieces that date back decades. For the first time, some of these items will be available for public consultation, allowing deeper insights into the craftsmanship and inspirations behind the creations that have defined the Vivier brand.

Crafting with Instinct

Felloni's background as the son of Italian shoemakers deeply informs his approach to design. He fondly recalls the influence of the vivid and imaginative nature of Vivier's creations when he first encountered them at age 19 through a visual book featuring the striking Virgule shoe.

As he progressed through his career, working with prestigious names such as Miu Miu and Dior, Felloni’s eclectic and theatrical sensibility has marked his tenure at Roger Vivier since taking the creative helm in 2018. The brand has undergone a stylistic renaissance, reflected in campaigns featuring diverse talents such as Deneuve and Laura Dern.

Felloni's workspace mirrors his eclectic creativity with a curated assortment of antiques intertwined with contemporary pieces. His modular desk, reminiscent of first-grade lunch tables, symbolizes a playful nod to nostalgia, synthesizing childhood memories with professional aspirations. The whimsical elements he curates in his workspace stimulate creativity and foster innovation—primary tenets informing each new design and collection born from this innovative environment.

The Ambiguous Legacy of Roger Vivier

Despite the considerable attention that contemporary designers command, the persona of Roger Vivier remains somewhat elusive. De la Fressange reflects on experiences in which Vivier was present yet unrecognized even amidst glitz and glamour, “We live in a time where we know a designer’s face, their house, even their dog.” The irony underscores how Roger Vivier, the man, was overshadowed by the brilliance of his creative achievements.

By resurrecting the legacy of Vivier within the walls of the Maison, the intent is clear: to enrich the narrative of Roger Vivier not only as a brand but as a person whose designs have become cultural markers, influencing footwear conventions far and wide. The Salon Vivier recalls his private world, echoing the essence of Parisian life through decor that tells his story.

Creating Parisian Experiences

As luxury brands face stiff competition on the global stage, Roger Vivier’s commitment to immersing visitors in authentic Parisian experiences emerges as a distinct advantage. The Maison serves as a venue for everything from intimate dinners to informative conferences with fashion historians, emphasizing a hospitality-driven approach.

The emphasis on genuine connection plays into luxury’s evolving landscape, where consumers increasingly gravitate toward experiences over mere acquisition. As Felloni observes, "Luxury is also about how you welcome people, how you introduce them to the brand and explain what it stands for."

Recent collections like the Pièce Unique, inspired by Parisian landmarks such as the Eiffel Tower and the Louvre, exemplify how the brand is intensifying its Parisian roots in a global context. These initiatives exemplify Roger Vivier’s unique blend of historical reverence and modern appeal, targeting both traditional luxury consumers and the ever-growing younger demographic that seeks more engagement.

FAQ

Q: What is the significance of the new Maison Vivier location?
A: Maison Vivier's relocation to Saint-Germain-des-Prés not only revitalizes the brand's image but also serves as a dedicated space to showcase its history, creativity, and the Parisian heritage integral to its identity.

Q: Who is the creative director behind the brand, and what changes has he implemented?
A: Gherardo Felloni is the creative director and has revitalized the brand by emphasizing its rich history, enhancing its archive, and incorporating theatrical presentations that engage modern audiences.

Q: What defines the Belle Vivier shoe?
A: The Belle Vivier is heralded for its architectural square buckle and block heel, embodying a blend of elegance and practicality. It has achieved iconic status since its launch in the 1960s and continues to resonate through modern designs.

Q: How does Roger Vivier plan to engage younger audiences?
A: The brand is focusing on creating authentic experiences that appeal to younger consumers who favor meaningful interactions over traditional luxury goods. Initiatives include interactive presentations, thematic collections, and immersive events at the Maison.

Q: What role does the brand's history play in its offerings?
A: Roger Vivier's history is integral to its modern collections, as the brand emphasizes craftsmanship, design innovation, and elements from its extensive archive to create a contemporary narrative that respects its legacy.