The new “Queen of bias cut”

08 Apr 2013

  • Goga Ashkenazi, chairman and creative director of Vionnet came to Hong Kong to reintroduce the 100-year-old Maison.
    Madeleine Vionnet founded her Maison in Paris in 1912, and liberated women from corsets with her elegant bias-cut dresses. Drawing inspiration from Greek art, she created flowy dresses that drape beautifully and allow freedom of movement. Madame Vionnet is often referred as “the architect amongst dressmakers”.

    In 2009, Italian businessman Matteo Marzotto acquired Vionnet and together with designer Rodolfo Paglialunga, re-launched the dormant label with reinterpreted Madame Vionnet’s design vocabulary. It received a warm welcome by press and buyers. In 2012, entrepreneur Goga Ashkenazi first acquired a majority stake then completed a full purchase of the brand. Now serving as both chairman and creative director, Ashkenazi has ambitious plans on expanding the business and is thrilled to be in Hong Kong to greet our fashion connoisseurs.

    “Vionnet is one of the brightest names in the history of fashion”, remarks Ashkenazi. “I see a remarkable potential for the brand and am passionately committed to re-establishing its rightful place in the exciting world of 21st century fashion”.

    Born in Kazakhstan, raised in Moscow and educated in the United Kingdom, Ashkenazi is a highly motivated entrepreneur. She possesses a degree in Modern History and Economics from Oxford University and has taken fashion design courses at Moscow State University of Design and Technology. Her career originated in investment banking before starting up her company. Such diverse experiences explained her successful myriad of industries, spanning across finance, oil and gas, to real estate, engineering and recently - high fashion.

    The spring summer 2013 collection is filled with elegant column gowns and cocktail dresses, with the trademark draping techniques. Masculine tailored jackets and wide leg pants come alive on the female body. Art deco patterns, flower embroideries and delicate pearls resonate with the timeless details of Madame Vionnet’s golden years. Clusters of metallic sequins and 3D printed satin applications add a modern edge to the sophisticated designs. Vionnet is now available exclusively at JOYCE in Hong Kong and China.