From Generation to Generation
Fall/Winter ’24/25
Chapter II

WHY WILL EVERYTHING BE THIS WAY?
Or – what are these “DOUBLE DROP” collections?

This year Summer lingered so long that we’ve been joking, “it’s the 55th day of August.” In 14 V&V seasons, we’ve never experienced a fourth month of summer quite like this.

It was precisely because of weather surprises like these that the “DOUBLE DROP” was born. We used to launch our collection at the end of August – when it was still +30°C, yet we were offering wool coats. We realized this created more stress than joy:

I’m a Mom – I know what it means to prepare for September and still want to feel beautiful.
Trying on a coat in the heat and taking it home to hang in the closet for two months is hardly a pleasant experience.
September is often still bright and sunny, while the real cold arrives later – so presenting the entire collection at once meant choosing between “I can wear this now” and “I’ll wear this later.”

So in 2019, for the first time, we divided the collection into two parts: in late August we introduced the first “DROP” – lighter looks suited for early autumn – and a month later, the second part followed as a warmer continuation.

The result exceeded expectations. Less rush, fewer oversized purchases all at once, and more clarity about what to choose for today and what to save for later.

Since then, the “DOUBLE DROP” has become our signature. For six Fall–Winter seasons now, we’ve been creating collections in a way that allows your wardrobe to grow thoughtfully – and without the headache.

With a smile,
V & Co.