‘MAN’ COVER EDITION - MARCH 2025 ISSUE
Hooks Magazine is proud to present Vinicius Souza on the cover of the 'MAN' edition — a name that has been gaining recognition not only for his bold style but for the way he translates his essence into fashion. As the head of V.I.V, his own brand, Vinicius doesn’t just create clothes — he builds narratives, challenges conventions, and encourages freedom of expression through the art of dressing.
V.I.V was born from a dream — but not just any dream. For Vinicius, fashion has always been more than a passion — it has been a tool for personal affirmation. Since his school and college days, his way of dressing drew attention, blending unexpected elements, breaking patterns, and creating combinations that, at first glance, seemed daring. “I wanted to make an impact,” he says. And he did — not only in the school hallways but now, in the fashion market.
The essence of V.I.V revolves around a powerful concept: versatility. Vinicius believes that fashion should not confine anyone but rather open doors for each person to build their own visual identity. “Clothes need to enhance individuality. I want V.I.V pieces to be seen as a blank canvas, ready to be adapted to different styles and occasions,” he explains.
This versatility, however, does not mean neutrality. V.I.V embraces bold cuts, unexpected textures, and an aesthetic that merges the best of international runways — drawing inspiration from iconic brands like Versace, Balenciaga, and Prada — with everyday practicality. The first collection features essential pieces, but they are far from ordinary. They carry attitude, create possibilities, and encourage people to dress without rules.
Audacity, in fact, is a word that defines both Vinicius and V.I.V. “Fashion is a space for experimentation. I don’t want to create clothes that simply follow trends; I want to design pieces that inspire people to try something new,” he reveals. And it is this daring approach that promises to captivate an audience eager for authenticity.
But V.I.V is not just about aesthetics. There is a deeper purpose behind every creation. Vinicius comes from a reality where resources were scarce, but dreams were never lacking. He wants his brand to represent more than just style — to be a symbol of resilience and inspiration. “I want each piece to carry a message: you can be whoever you want to be, regardless of where you come from,” he says.
The future of V.I.V is already mapped out — and it looks promising. The plan is to build a solid foundation with versatile collections while gradually introducing bolder and more experimental elements. “This is just the beginning,” Vinicius emphasizes. “V.I.V didn’t come to be just another brand in the market; it came to create a movement where fashion is, above all, expression.”
Exclusive interview with Vinicius Souza:
1: Vinicius, V.I.V was born from a big dream of yours. How did your personal journey and passion for fashion influence the concept of the brand?
Fashion has always played a central role in my life, manifesting in different ways throughout my journey. From a very young age, I was drawn to exploring new styles and perspectives because I understood that the way we dress goes beyond aesthetics — it’s an expression of identity, attitude, and worldview.
I’ve always been inspired by brands like Versace, Balenciaga, and Prada — not just for their design, but for the strength and authenticity their pieces convey. Fashion, to me, has never been about following trends; it’s about communicating who I am. And it was precisely this pursuit of authenticity that shaped V.I.V.
London, with its unique atmosphere and stylistic diversity, has always fascinated me. The city breathes fashion, and each person carries their own visual signature. This environment pushed me even further to see clothing as a form of art and expression. V.I.V was born from this desire to merge my personality with fashion, creating pieces that embody essence, boldness, and identity.
2: Versatility is one of V.I.V's core pillars. How do you see the importance of this concept in today's fashion market, and how do you plan to apply it to future collections?
Versatility is at the heart of V.I.V because I’ve always seen fashion as a form of freedom and expression. In my daily life, I love exploring different combinations, creating new looks, and reinventing pieces in unexpected ways. I believe clothes shouldn’t limit — they should amplify each person’s individuality.
In today’s fashion market, where inclusivity and personalization are becoming more prominent, versatility is essential. V.I.V focuses on pieces that adapt to different bodies, styles, and occasions, allowing each person to incorporate them into their wardrobe in their own unique way. Our goal is exactly that: to create possibilities, inspire creativity, and empower people to build their own visual identity. V.I.V doesn’t set rules — it offers paths for everyone to express themselves in their own style.
3: You’ve always been known for taking bold and innovative fashion risks. How do these risks influence V.I.V's concept, and how do you think consumers will respond to this daring style?
Daring has always been part of my identity, and V.I.V reflects exactly that. I believe fashion is a space for experimentation, where taking risks with innovative combinations is not just a differentiator — it’s a form of authentic expression. Innovation always involves risk, but it’s a risk worth taking — that's how new aesthetics and trends emerge.
Today, fashion is more open than ever to originality and breaking norms. New styles are constantly being created, and V.I.V embraces this moment by offering pieces that inspire creativity and the freedom to dress without limitations. I’m confident that consumers will connect with this vision and find in V.I.V a space to express who they truly are.
4: The brand was born with the mission of being seen in a unique and special way. What are the key differentiators you believe V.I.V brings to the market, and how does it stand out among other fashion brands?
V.I.V was created with the mission of being more than just a clothing brand — we want to build an identity, a movement. Our strength lies in how we view each piece: even the most basic items can become unique when paired with authenticity and attitude. The first collection will feature versatile pieces for everyday wear, but with the flexibility to be reinvented and personalized, reflecting the individual style of those who wear them.
This is just the beginning of a much bigger dream. Soon, we’ll unveil exclusive collections where style, personality, and boldness are present in every detail. V.I.V stands out not only for its design but for its concept — encouraging the freedom to dress without labels and creating fashion that speaks directly to each person's identity.
5: The future of the brand is an important theme for you. With the initial focus on basic pieces, how do you plan to build the foundation to later launch bolder collections aligned with the style you envision?
The foundation of V.I.V starts with basic, versatile pieces that serve as the cornerstone for building our identity. More than just clothing, this initial collection establishes the pillars of our style and vision: authenticity, adaptability, and attitude.
From this foundation, we’ll gradually evolve, exploring new forms, textures, and bolder combinations, always maintaining the essence of the brand. The idea is to create a natural trajectory, where each collection expands our concept and strengthens V.I.V's identity in the market. This is just the beginning of a solid foundation that, in the future, will pave the way for even more striking and innovative collections.
6: You mentioned that V.I.V has a strong connection with resilience and inspiration. What message do you hope to convey to consumers, and how does your personal journey reflect the values and identity of the brand?
V.I.V has always been more than just a clothing brand for me. From the beginning, I wanted it to carry a story, a purpose. My journey has been marked by challenges, moments of searching for identity, and the desire to always express myself in the most authentic way possible. And fashion has always been the path for me.
What I want with V.I.V is exactly that: for each person to feel free to be who they are, without fear of daring, experimenting, and reinventing themselves. Each piece carries this purpose — it’s not just about wearing clothes, but about wearing an attitude, a personality. Fashion has immense power for transformation, and V.I.V is here to reinforce that. I want those who wear the brand to feel that energy, that confidence to look in the mirror and truly recognize themselves.
And this is just the beginning. My goal is for V.I.V to grow more and more, becoming a reference for style, identity, and authenticity. In the future, we’ll bring even bolder, more innovative collections aligned with the essence of the brand. I want V.I.V to evolve alongside the people who believe in this idea, creating a community where fashion is a tool for real, limitless expression.
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