"Russian culture is multifaceted and diverse. So if you want to understand, to feel Russia, then of course you need to read books, Tolstoy and Chekhov and Gogol and others. Listen to music. Tchaikovsky. Watch our classical ballet. But the most important thing is that you need to talk with people."

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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.

— Ines de La Fressange