Fragrance house

Madeleine Vionnet

Madeleine Vionnet established her own couture house in Paris in 1912 at 222 Rue de Rivoli. After closing during the First World War, the house reopened in 1918 and moved to 50 Avenue Montaigne in 1923. Its design identity was built around bias-cutting, geometric construction, draping, and movement, with garments designed to follow the body without cumbersome corsetry. The house also advocated for fashion-design copyright and improved working conditions, including maternity leave and workplace medical and childcare provisions. Vionnet closed the couture house at the outbreak of the Second World War, and Madeleine Vionnet retired from couture around 1940. The label was revived in the 2000s, with the modern revival beginning in 2006 under Arnaud de Lummen’s ownership. In February 2009, Matteo Marzotto announced its acquisition in association with Gianni Castiglioni, establishing a Milan-led phase. Today, the brand presents proportion, movement, balance, truth, geometric cuts, dynamic lines, and flowing shapes as continuing creative principles, alongside three capsule collections.