"Well, that's why I really love Diego Della Valle, because he's crazy. Instead of going out to find a top business school graduate, for whom it would have taken five years to see the difference between a ballet shoe and a book, he asked me to revive the label. It's a bit like Balenciaga. Brands like Vivier are pillars - they are monuments of fashion; they are names we don't forget. But the general public doesn't necessarily know that and therefore we had to get the name re-known."