Spotlight on VienneMilano
Above: VienneMilano’s Olivia.
“VienneMilano was created for women who want to reveal their style and confidence by being elegant, playful and sexy in every occasion.” – Vienne Cheung.
With the pull of a ribbon, the world of VienneMilano opens up giving hosiery lovers here in the US a chance to experience high-quality thigh highs from Italy. Founded by designer Vienne Cheung, VienneMilano offers customers a luxurious offering of thigh highs suitable for any occasion. We recently met with Vienne here in NYC to talk about her company and brand. We loved her story and wanted to share her vision with our readers with this intimate Q&A:
Q&A with Vienne Cheung, founder VienneMilano.com
Vienne, tell us a little bit about what VienneMilano is all about?
VienneMilano is a luxury hosiery brand dedicated to thigh high stockings which are made in Italy with lavish materials such as silk, cashmere, microfiber – just to name a few. In Italy, stockings are a fashion complement – they define an outfit by painting the legs with colors and textures. Unfortunately, many women in the US are not aware of the comfort and versatility of high quality thigh high stockings – they are perfectly suited to be worn in all occasions!
How did the idea of VienneMilano come about? When did you start the business?
VienneMilano started with my vision of bringing luxurious thigh highs to women in the USA. For years, I have traveled throughout Europe and Asia, bringing back many fashion accessories not available in the USA, including fine Italian hosiery. I was frustrated by the lack of elegant thigh high stockings in the US. As such, I decided to take matters into my own hand, and developed a hosiery brand.
Could you talk about some of the styles you offer? Where is VienneMilano manufactured and why?
All of our products are made in Italy – A place that is romanticized by men and women everywhere. We love their cars, food, fashion – including their hosiery.
I’ve designed a collection of thigh high stockings suitable for professional, casual, and special occasions. The key difference between VienneMilano products and the majority of our American competitors is the quality of our materials with a strong silicone band. I work with manufacturers in the Lombardy region of Italy, renowned for its quality fashion production.
“Hosiery can compliment everything from a skirt suit to lingerie.”
Who else is on your team? What areas of the business are you focused on? And, do you do your own design work?
I’m truly fortunate to work with a talented team of six people with focuses of finance, IT, and marketing. I personally focus on marketing, business development, and the design of our original products.
Above: VienneMilano’s patented packaging.
When we met in New York, I had a chance to see your brand’s incredible packaging. Could you tell our readers how all VienneMilano styles are shipped to your customers?
First impressions matter and high quality hosiery needs something more than a plastic sleeve. VienneMilano thigh highs are packaged in a unique (and patented!) purple box that smoothly slides open with the pull of a ribbon. Of course it can also provide a very functional purpose of keeping your beloved thigh highs safe between uses. Our boxes are also great for gift giving.
Above: VienneMilano’s Mafalda.
“Specific to lingerie boutiques, featuring thigh highs with a complete set of lingerie will encourage customers to imagine their own uses.”
How do you suggest retailers merchandise hosiery at their store or eBoutique? How can VienneMilano work for a lingerie boutique?
VienneMilano was created for women who want to reveal their style and confidence by being elegant, playful and sexy in every occasion. As such, what makes our products unique is the fact that we have a collection of high quality thigh highs that are designed for a woman to wear to work, party, play, weddings and not just for the bedroom.
My approach is to highlight thigh highs with diverse combinations of clothing. Hosiery can compliment everything from a skirt suit to lingerie. Specific to lingerie boutiques, featuring thigh highs with a complete set of lingerie will encourage customers to imagine their own uses.
Above: VienneMilano’s Claudia.
“Our goal is to give real women a chance to have fun with modeling, and maybe enter the fashion industry.”
What’s your own favorite style in the collection?
Gosh, where do I even begin? I honestly love them all! However, the products that make my collection unique include VIOLA, which is a pair of luxurious cashmere thigh highs. I also love OLIVIA as they are the one and only 150 denier thigh highs – perfect for those who want to stay warm and fabulous in the winter. MAFALDA Argyle 50 denier is a perfectly stylish item which upgrades any outfit – this pair of diamond-patterned thigh-highs give an elegant ladylike look, and the pattern’s subtle design makes legs appear beautifully long. However, I think our signature product is really CLAUDIA 50 Black as it is a must-have in every wardrobe. Period. With a 50-denier appearance and a super soft finish. They are almost seamless with a velvety feel – an excellent foundation under form-fitting clothing.
Above: VienneMilano’s Gisella.
I was also hoping you could talk to us about your models. Could you tell our readers a little bit about the women who represent the VienneMilano brand? Who are they?
Our models are not your typical Fashion Avenue types. We strive to present hosiery as a fashion complement that real women can wear. Our models are students, professionals, mothers, artists and so forth. Our goal is to give real women a chance to have fun with modeling, and maybe enter the fashion industry.
Are there any events coming up?
Yes! We are holding a model casting call this November in Cambridge. I’m really excited as this will be our first chance to refine the designs of our upcoming collection. We are always looking for models for photo shoots and promoters who want to help us grow the brand.
Could you tell us a little bit about your trip to Canada and your collaboration with Eucalan?
Oh yes, last weekend I was traveling in Canada for a cousin’s wedding, and I took that as an opportunity to visit Jennifer of Eucalan in Paris, Ontario.
Currently, VienneMilano works with Eucalan through cross marketing efforts. From time to time, you will see us promoting Eucalan as the champion of washing solution for luxurious thigh highs and visa versa via social media. In the future, we will also be launching a social rewards program where customers can collect points towards their purpose in exchange for gifts from VienneMilano. As part of that gift, they will also receive Eucalan washing solutions to prolong the life of their luxurious hosiery.
For any readers who want to learn more about your collection or place an order, where should we direct them?
First and foremost, I would recommend visiting our website: www.viennemilano.com. You can browse through our collection by clicking the “Browse” button on top. You can also email me directly at Vienne@viennemilano.com