Marine World of Vivetta at Chapters - Forte dei Marmi

A Surrealist Summer Chapter by the Sea

From Friday, May 22nd, Vivetta arrives at Chapters Forte dei Marmi for a two-week pop-up dedicated to one of the most distinctive worlds in contemporary Italian fashion. Founded in 2010, the brand has built its identity around a visual language that is poetic, ironic and immediately recognisable: a universe where details carry meaning, silhouettes become characters, and fashion keeps a sense of wonder without ever losing refinement.

Vivetta speaks to women who love fashion as a form of personal expression. Women who are curious, independent, sophisticated and slightly irreverent. Women who can be delicate and bold, romantic and sharp, dreamy and assertive — all at once. It is this tension that makes the brand so distinctive: its ability to transform fantasy into something wearable, intimate and emotionally precise.

A Maison of Imagination

Vivetta’s world has always lived between memory and invention. Childhood references, vintage toys, animals, antiques, botanical motifs and surrealist details become part of a refined visual alphabet, one that feels nostalgic only at first glance. Under the surface, there is a strong contemporary attitude: a way of approaching femininity that is playful, intelligent and never reductive.

The brand combines hand-drawn motifs, couture-level embroidery and Italian craftsmanship into garments that feel like emotional objects. Collars, shirts, dresses and accessories are not treated as simple categories, but as recurring chapters of the same story. Each piece carries a gesture, a symbol, a small shift in perception. A hand that becomes embroidery. A collar that becomes an icon. A shirt that stops being classic and turns into something surreal.

The Codes of Vivetta

At the heart of Vivetta are the codes that have shaped its identity from the very beginning: embroidered hands, faces, animals, botanical elements, trompe-l’œil details, romantic volumes, baby-doll silhouettes and the iconic collars. These are not decorative elements placed on top of garments, but true symbols of the brand’s imagination — visual signatures that return season after season, changing in colour, scale and material, while keeping the same unmistakable spirit.

The collar is perhaps Vivetta’s most iconic gesture. Introduced from the earliest collections, it has become the brand’s equivalent of an “it-bag”: a collectable, recognisable object that contains the full Vivetta universe in a single detail. Sometimes embroidered with hands, faces or animals, sometimes delicate, sometimes more graphic, the collar turns a classic garment into something personal, strange and poetic.

The shirt is another central pillar. In Vivetta’s wardrobe, it becomes a canvas: a space where poplin, structure and tailoring meet surrealist disruption. A shirt can carry miniature embroideries, statement collars, trompe-l’œil effects, surreal hands or baby-doll proportions. It can remain crisp and essential, or transform into a shirtdress, a mini dress, a long gown, a silhouette with unexpected volume. This constant transformation is what makes the brand feel so alive.

Dresses continue the same language through romantic and surrealist shapes: organza, tulle, lace, dreamlike volumes and poetic embroidery. The result is feminine, but never predictable. Soft, but never fragile. Decorative, but never obvious. Vivetta’s femininity is full of contradictions, and this is exactly where its strength lies.

Sirens Just Wanna Have Fun

For this seaside chapter at Chapters, the dialogue naturally moves toward the spirit of Vivetta’s Spring/Summer 2026 collection, Sirens Just Wanna Have Fun.

Everything begins with the sea: an underwater fantasy of mermaids, pirates, mythological creatures and surrealist symbols, where reality is softened by imagination and the sound of the waves becomes the starting point for transformation.

The collection brings together narration, research and savoir-faire through textures that recall fish scales, mother-of-pearl buttons, wet-effect poplin, sequined pinstripes, lurex seahorses, delicate lace and three-dimensional hand-embroidered sea anemones. Accessories continue the story with fish-shaped handbags, sculptural jewels, octopus and starfish shapes, sailor hats, raffia buckets and footwear inspired by the movement of the sea.

A Pop-Up Made for Forte dei Marmi

Within the atmosphere of Chapters Forte dei Marmi, Vivetta becomes a natural extension of the season. Its world enters the store with a curated selection that moves between seaside charm and surrealist elegance, bringing together the brand’s most recognisable codes and the light, vivid energy of the coast.

The pop-up invites visitors to discover Vivetta through the lens of Chapters: not as a simple retail moment, but as a temporary narrative built around beauty, research and unexpected encounters. A summer chapter where imagination becomes part of the store experience, and each piece feels like something to find, try, keep and remember.

An Evening with Vivetta

To celebrate the collaboration, Chapters will host a special cocktail in store on Sunday, May 31st, from 6:00 PM to 9:30 PM. An invitation to enter Vivetta’s world for one evening: a moment of wonder, connection and seaside ease, surrounded by the brand’s delicate irony and unmistakable imagination.

Vivetta will be available at Chapters Forte dei Marmi, Via Carducci 51A / 53B, from Friday, May 22nd.

Here for now, never forever.