Fashion and design have played a major role in Vivian Rivetti’s life for as long as she can remember. Throughout her illustrious career, she has been privileged to work with some of the best brands and designers, including Perry Ellis, Marc Jacobs, Ralph Lauren, and Calvin Klein, amongst many others. “It was an honor and privilege to learn about what it means to have your name on an iconic label. I have continued to work for great brands with significant legs and strong DNA and pride myself in continuing these values for the brands that I work for.“
A historian by nature, Vivian’s curiosity drove her to study Wrangler’s history when she joined as VP Global Design in 2017. “We are fortunate to have archives, which is a treasure trove of products and marketing assets from around the globe, from where we started in 1947—with Rodeo Ben’s first creation of a jean made for cowboys—through every magical moment in time,” she praises. “Connecting where you came from, where you are today, and where you’re going as a brand is extremely important. We use the brand’s 75th-year heritage as a foundation of each design, never wavering from who we are.”
“In any career, you have to love what you do first and foremost, but also be curious, be courageous, and be confident,” Vivian advises. “Keep your eyes wide open to what is going on around you and know what drives your consumer to deliver what they never knew they wanted. Be agile, know your brand, always set the bar high, and aim for the next accomplishment. Just like getting on a horse, if you love it don’t give up!”
