LA MAISON
Explore the story behind the iconic designs and revolutionary techniques that continue to inspire modern fashion today.
Visionary and Pioneer
A century ago, Madeleine Vionnet was the symbol of a renewal that was not only stylistic but also social. A pioneer in fashion and the use of new materials and approaches to craftsmanship, her fashion efforts were matched only by her commitment to social justice, women’s rights and the protection of intellectual property. These pioneering efforts are beacons for the brand and continue to inspire us today.
Original Maison
Paris, Rue de Rivoli 222: The celebrated address of the first headquarters of the maison, established in 1912 by Madeleine Vionnet. The team is comprised entirely of women with the express purpose of supporting female empowerment.
Supporting Women’s Diversity
I support the need for as many different fashions as there are women’s shapes. When I prepare a collection I think about them all and I demand that my profession allows me to enhance and celebrate their variety and differences - Madeleine Vionnet
An Inspiration
One of Madeleine Vionnet's first sources of inspiration is the legendary dancer Isadora Duncan. A pioneer of modern dance, her emphasis on freer forms of movement is also expressed through her stage fashions which reflect contemporary free-flowing artistry with a nod to classic craftsmanship.
The Maison Moves
Paris, Avenue Montaigne, 50: Another legendary address, the Maison moves to this location in 1923. With almost 1,000 female seamstresses employed, they work in twenty distinct workshops, each created with a specific specialty such as dresses, coats, furs and linen.
Modern Workspaces
In designing the new atelier, Madeleine Vionnet demonstrates, once again, her innovative spirit. The dressmakers work in open, bright and ventilated spaces. In the Maison they enjoy a cafeteria, a nursery and a medical office, as well as benefiting from maternity leave - all elements which were years ahead of their time.
International Expansion
Vionnet is the first French Maison to open an Atelier in New York, in 1925. Its creations were favored by the divas of the nascent film industry. From Marlene Dietrich to Katharine Hepburn, Joan Crawford to Greta Garbo, the world’s most famous actresses were enraptured by the talent of Madeleine Vionnet and established the maison on a global stage.
Artistic Expression
Madeleine Vionnet's proximity to the artistic avant-garde is enhanced through her collaboration with the artist Ernesto Michahelles. Thayaht, as he was known, designs the maison's logo and establishes a defined graphic expression for the couturier's talent.
The Studio
Vionnet, one of the most influential fashion houses of the 20th century, resumes its journey in the name of innovation. The guiding spirit is founder Madeleine Vionnet and the design legacy that still inspires us today.
Style Characteristics
"Proportion, Movement, Balance and Truth" are, according to Madeleine Vionnet, the four pillars that characterize the style of her creations, representing the desires and needs of modern women.
Fashion DNA
Geometric cuts, dynamic lines, fluctuating shapes, bright colors. A century ago, Madeleine Vionnet revolutionized fashion by enhancing and liberating feminine beauty, creating items that were at once revolutionary and timeless.
Archives in The Louvre
Recognized as a leader of French artistic and cultural heritage, Madeleine Vionnet's historical archive is now housed at the Museum of Decorative Arts in Paris in the Marsan Pavilion of the Louvre Museum.
Tribute to the DNA
Three capsule collections will celebrate the inspirational design elements of Madeleine Vionnet. Each will mark a step toward the introduction of The Vionnet Way, a creative project that redesigns the future of the Maison. The first step, Vivid Memories of the Future, has launched.