To celebrate Women’s History month, RetailMeNot editors are spotlighting women-owned businesses by connecting with the inspiring women who created them.
Vienne Cheung Brown knows what it’s like to be underrepresented in the fashion industry, which was the catalyst behind starting her own e-commerce fashion company, VienneMilano. She’s kinda amazing like that! Not only is Brown running her own inclusive and accessible brand (prices start at only $16.95), she’s also a mother of a two-year-old. Talk about a force to be reckoned with!
VienneMilano has helped redefine thigh-highs as a fashion category. Founded in 2011 by Vienne Cheung Brown, who immigrated to the United States from Hong Kong when she was six years old, the luxury hosiery brand is dedicated to thigh-high stockings. VienneMilano offers one of the world’s most extensive variety for thigh-high stockings, consisting of classic styles, fashion-forward pieces, skin tone matching sheers, eco-friendly stockings, plus sizes and much more. They also carry garter belts and lingerie!
Made in Italy, the fashion capital of the world, Brown’s company, VienneMiano, produces stylish stockings that are crafted with the best materials in the chicest designs and reveal the confidence of a woman who knows how to be elegant, playful and sexy on every occasion. And the best part is they actually stay up, so you can say goodbye to having to worry about them slipping down.
VienneMilano was inspired by Brown’s experience of struggling to find thigh-highs that fit comfortably and stayed up. She experienced first hand what it is like to be underrepresented in the fashion industry and that one size and skintone does not fit all, and is on a mission to change that.
From the hosiery brand’s inception, inclusivity and accessibility was always the priority at the forefront of every decision made. Thigh-highs are a versatile product by design, which set the tone for the rest of the brand’s formation. Since thigh-highs are made without a gusset, the tight and formfitting material used in stockings to hold the hosiery up and in place, they are able to eliminate size discrepancies based on height, creating thigh-highs that fit.
Because Brown cares so much about inclusivity and making sure her stockings can be worn by every woman, she won’t stop expanding until every single person is represented by her brand, no matter their color or size. VienneMilano is a small business, so keeping the quality high but costs reasonable is a top priority to gain a following and happy customer base.
VienneMilano’s goal is to continue to develop the accessibility of the line’s sizes and colors until all consumers are represented. Previously, their hosiery styles (called by luxe women’s names) have been available for purchase in classic black, hazelnut, chestnut brown and ivory. Now, VienneMilano’s ISABELLA style is launching a new color – chocolate brown – as well as additional sizing for the classic black ranging from 1XSmall-3XLarge. Love it!
As a small company, the roll out of new colors and sizes will move at a steady but sustainable pace to ensure that costs do not become prohibitive to the customer and VienneMilano stays an affordable luxury brand.
So how did Cheung create this amazing fashion brand? We were able to talk to her to get all the details straight from the source.
Q&A with Vienne Cheung Brown
RMN: Can you describe the inspiration for starting your company? Did you see an unfulfilled need in the market for your products?
I started VienneMilano as I was unable to find beautiful and high-quality thigh-highs that could be worn for every occasion. At the time, there were only a few selections on the market, most of which would not stay up on my legs. Today, the VienneMilano brand has grown as we offer various styles, colors, sizes (size Small to 3XL) and textures.
RMN: What were the hardest barriers to get through while creating your brand?
One of the hardest barriers I encountered while starting a business was my lack of experience. My background was not in the fashion industry, and I had not worked on a business startup before, but through trial and error, good mentors and a lot of sleepless nights, I was able to build the brand.
RMN: Did you learn any important lessons while overcoming these challenges?
Don’t give up. There will be days you will question everything. “Was this worth the risk; am I doing this right; will consumers buy my brand.” Yes, it was worth it; no, not everything will go right, but that is okay, we learn from our failures and try again; and yes, consumers will buy it, because if you were looking for it on the market, so was someone else. Sometimes, as woman entrepreneurs, we can be even harder on ourselves when starting out. It is important to tune out that negative voice, whether it is coming from your own mind or from society.
RMN: It’s significant that you’re pioneering a women-led brand that caters to fellow women. How is that important to you?
For me, it’s very important. Leading a business is not easy, and it’s even more difficult for a woman. Humbly, I aspire to be a woman who inspires others. The VienneMilano brand is about so much more than a fashion accessory. When women put on our products, they feel confident and good, and even sexy, and all of that together can remind women they can do anything they set their minds to.
RMN: How do you hope your customers benefit from using your products?
My hope is to help women look and feel fabulous, confident and empowered by wearing VienneMilano.
RMN: Do you have plans to expand your brand’s reach?
Yes, my plan is to grow the business internationally. Women wear hosiery all over the world; I hope to reach each and one of them one leg at a time.
RMN: Lastly, what is your favorite aspect of Women’s History Month?
My favorite aspect of Women’s History Month is that we are given an opportunity to admire and observe all of the extraordinary, courageous and ambitious women who advocated for women’s advancement – I am so grateful for their strength and hard work! Women should be celebrated every month, every day.
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