[Shinsegae International]
Holds Fashion Show to Celebrate the Rebranding of Beauty Brand ‘VIDIVICI’
Shinsegae International's cosmetic brand VIDIVICI is hosting a fashion show to announce its rebranding.
VIDIVICI, the nation’s first professional makeup artist beauty brand, was launched in 2004 and reached significant success after being acquired by Shinsegae International in 2012. As an innovative brand dedicated to creating the looks that women truly desire, VIDIVICI is beloved by both domestic and international customers for its high-performance products and unwavering commitment to customer-focused innovation and creativity.
VIDIVICI is now attempting to take a leap forward as a leading K-beauty brand in the global market through its rebranding. To mark the beginning of this transformation, the brand will host a ‘Rebranding Launch Fashion Show.’ The show will be held on the first day of the ‘Catwalk Festa,’ which runs from Thursday, the 17th to Sunday, the 20th, at Shinsegae Gangnam, Korea’s No.1 department store.
This event visualized VIDIVICI’s new concept through the synergy of makeup and fashion and was designed to intuitively show the audience the brand’s transformation.
While existing fashion shows showcase makeup that matched the outfit, in this event, beauty is the star of the fashion show as the outfit is created according to the makeup concept.
For this, VIDIVICI collaborated with renowned American makeup artist James Kaliardos. Kaliardos has worked for famous fashion magazines, global makeup brands, and numerous fashion shows. He participated as the creative director for VIDIVICI's rebranding and led the makeup direction for the ‘C.at Work Festa’ fashion show. Also, the outfits for the fashion show, aligned with VIDIVICI’s rebranding concept, were created by Shinsegae Tomboy's women’s clothing brand, VOV.
At the fashion show, the capsule collection ‘VENI by VIDIVICI’ will be presented. The concept of the collection draws inspiration from the brand name’s etymology in Latin, VENI VIDI VICI, which means "I came, I saw, I conquered". Each word symbolizes inner strength, confidence, and courage.
VIDIVICI introduces three personas that represent different aspects of the self and presents three corresponding collections. These include: ‘VENI,’ symbolizing the strong, authentic self; ‘VIDI,’ embodying the pure, natural beauty; and ‘VICI,’ representing a self that is bold and expressive without hesitation.
The VENI collection features a neutral rosy-brown look, expressing modern elegance and soft warmth. VIDI embraces a pink lilac look, reflecting bright energy and loveliness. VICI captures an intense and alluring deep ash khaki look.
To celebrate the rebranding, VIDIVICI operates a pop-up store at The Stage, a dedicated pop-up space at Shinsegae Gangnam department store, until the 20th. The store sells the ‘VENI by VIDIVICI’ makeup collection showcased at the fashion show and will host makeup demonstrations three times a day (at 1 PM, 3 PM, and 5 PM), allowing visitors to experience the VENI, VIDI, and VICI looks firsthand. Visitors to the pop-up store and participants in SNS events will receive generous gifts. Additionally, VIDIVICI's new products will be available on Shinsegae International’s own digital platform S.I.VILLAGE, Shinsegae Department Store, and beauty retailer ‘CHICOR’.
“We chose a fashion show as a creative and distinctive way to visually convey VIDIVICI's transformation to customers, setting it apart from typical beauty events.” Said William Kim, CEO of Shinsegae International. “Through rebranding, we aim to establish VIDIVICI as a leading brand in the new wave of K-beauty.”