On the occasion of the launch of the Roger Vivier Icons Connected exhibition, MOJEH.com sits with 58-year-old Parisian beauty and muse of the brand, Ines de la Fressange, under whose guidance the brand has gone from an iconic name of the past to a wildly expanding hot commodity. In five minutes with the vivacious French icon, we get to know her a little better.
Sneakers or Pumps?
Sneakers, anytime anyday.
Denims or leather pants?
I’m French. Denims off course!
Catherine Deneuve or Jane Birkin?
That’s a tough one. Catherine is immensely beautiful and has the most incredible face in the world, but Jane Birkin in the Sixties was the most stylish woman ever. She had a huge influence on fashion, so I would pick Jane.
What is your ideal vacation?
I’m in Provence with all my friends, spending days in local farmers’ markets and sitting by the pool, just losing time. People these days forget to lose time, feeling guilty about taking time for themselves.
What city did you visit recently apart from Dubai?
I’ve spent a lot of time in India recently, and I love the cultural aspects intertwined with local fashion. For instance, I found a military personnel in New Delhi wearing a beret with earrings. I find these cultural juxtapositions very fascinating and unique.
I made it my job to revamp and turn Roger Vivier into a maximalist fun haven for customers.
Ines De La Fressange
What does a typical day at the Roger Vivier office look like?
No day is ever typical. Some days are spent with press meetings, some days I pull out furnitures for new stores, some days I spend meeting store managers around the world, and so on.
Meeting store managers? You mean you personally speak to ground staff and discuss business on root level?
Off course! Since the beginning of my appointment, I was in charge of selecting and hiring store managers who understood the essence of the brand. Luxury is not just a beautiful product, but it’s a way to provide excellent treatment to your customers.
How has the face of the brand changed since you stepped in?
I think, before I joined, the image of the brand was very aloof and clean. I remember during the early days, I was shown pictures of visual merchandising in stores. They were tidy, clean and immaculate. But I had a different vision for the brand. I didn’t want to be a minimalist. I wanted bright colours, postcards on walls, and fun engagements in the store. So I made it my job to revamp and turn them into maximalist fun havens for customers.
Can you share a memory of the first pair of Roger Vivier shoes you had?
When I was 20 years old, I couldn’t afford designer shoes. But I saved and invested in the classic black patent flats with the big buckle that I wore out over time, so I invested in several flats over the years in the same design. Till this day, I always keep a fresh pair of those same flats, intact in the box.
