EXCLUSIVE: Roger Vivier Strengthens Paris Link With Spring 2025 Campaign
MILAN — As it expands internationally, Rogier Vivier is strengthening its connection with Paris in a bid to telegraph its heritage with its clientele around the world.
Cue “Un Air de Paris,” the brand’s spring 2025 campaign conceived by creative director Gherardo Felloni, set in the French capital and photographed by Marcin Kempski.
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It’s not surprising therefore that the images are fronted by the brand’s Parisian muse Ines de la Fressange, but in a nod to the younger and future customers of the brand, she is flanked by her daughters, Violette and Nine D’Urso.
Respecting the international scope of the brand, award-winning Chinese actress Xin Zhilei also appears in the campaign.
“Paris is more than a city — it is a way of being, a rhythm, an attitude, a state of mind. Paris is Roger Vivier’s identity, shaping not only the refinement we stand for but also the way we tell our story. This campaign is a love letter to that identity, to the women who embody it. It celebrates a vision of femininity that is independent, with strong personality and effortlessly graceful,” Felloni told WWD.
“Ines de la Fressange, with her innate sense of style, is the epitome of timeless Parisian allure, but this campaign is not about nostalgia — it is about continuity, evolution. We have a long-standing relationship built on admiration and creative collaboration. As the face of the maison, she embodies the effortless confidence and distinction that define Roger Vivier, making her presence in this campaign not just natural, but essential,” continued the designer. “Her daughters, Nine and Violette, represent a new chapter: independent and modern. Violette, as a writer, brings a reflective, creative depth; Nine, as an actress and entrepreneur, moves through the world with a quiet confidence. Together, they reflect a generational dialogue — proof that Parisian charm is not frozen in time, but something that reinvents itself with each new voice.”
Wrought-iron staircases, chequered marble floors and decorated wallpaper serve as the backdrop to the images, lensed in the gilded salons of an antique Parisian house, but the D’Urso sisters also pose on the Pont Alexandre III, showcasing crystal encrusted mini-bags as well as high-heeled sandals with an iconic “boule” heel inspired by the brand’s archive.
“I was fortunate to meet Roger Vivier in the ‘90s, when he invited me to give my opinion on a prototype of a shoe he had designed, I was touched that he asked for my input,” said de la Fressange. “I have always admired the way he combined extravagance with simplicity: he reinterpreted traditional forms, twisting them to bring them into the modern era, just like Gherardo Felloni continues doing today. As an ambassador and adviser to maison Roger Vivier, my role has evolved over the years, and it now consists of preserving the essence of the brand while bringing my personal vision to it, as the ‘guardian’ of its legacy.”
The Belle Vivier slingback in different color-block combinations and the newly released Belle Vivier bag, inspired by 1930s travel luggage, with its bold buckle, the Efflorescence Jewel Handle bag, and the signature I Love Vivier pumps appear as the main accessories, but there is also a standout intricately embroidered raffia gilet.
“When I think of Paris, I feel that this city, with its rich history, allows me to grow both culturally and personally,” said Nine d’Urso, who recently portrayed Colette in the miniseries “Cristóbal Balenciaga,” and Carole in “Suspended Time.” Currently, she is performing on stage in “Dom Juan” and working on an art project titled “Les Flacons de Nine.”
“I constantly say that I want to leave, yet I stay, I return, and I grow more attached to it each time. When I think of fashion, I think of Roger Vivier, with which I’ve somewhat grown alongside. What I admire about the maison is its unique ability to reconcile history with innovation,” she concluded.
Her sister Violette published her debut novel, “Même le bruit de la nuit a changé,” in March 2023 with éditions Flammarion and is working on her second book as she pursues medieval studies at NYU Gallatin.
“My mother has worked with maison Vivier since I was 4 years old, and my memories of the brand go back as far as I can remember,” Violette said. “As a child, I was always fascinated by the world of fashion, and it seemed magical to me that she worked for this house. I remember her pink office, decorated with artwork and photos of the personalities she admired. I think the first thing I learned about fashion was that Monsieur Roger Vivier invented the modern stiletto heel. Today, the creative director of Roger Vivier is Gherardo Felloni, an Italian whose unique spirit and creative vision I admire. What I particularly appreciate about him is his ability to infuse new energy into the house while respecting its heritage.”
Zhilei is also a brand ambassador, named last June, and is known for her performance in the TV series “Blossoms.” Last year she made her theater debut in the play “Prima Facie,” winning the Best Leading Actress Award at the 32nd Shanghai Magnolia Stage Awards.
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