Brand identity and development: Todd Sines

Curriculum Vitæ, is a sleek, sensual, well-appointed design focused label in lingerie and adult pleasure instruments.

Curriculum Vitæ, a label that specializes in lingerie and discreet “pleasure kits” at a contemporary price point, aims to help modern women get more in tune with their sexuality through its super-comfortable signature pieces — like the one-size-fits-all Sparks panties — that are sexy without being fussy. But that’s not all: CV also offers pre-assembled sensual kits (for use with a partner or alone) that share the same sleek aesthetic as the garments it carries. Creative Director Christina Viviani had a vision early on about turning her design background into a retail concept surrounding couples and singles who were looking to heighten the experience of shopping for toys and lingerie, and what she came up with is a vertically integrated brand that provides customers with the best of both worlds. A number of notable retailers — Barneys, Journelle and Shopbop among them — are already carrying the label, which is just two years old.

 

Want a dramatic origin story? It took a motorcycle crash on a blind date for former LVMH designer Christina Viviani to snap into action and launch her own luxury intimates line, Curriculum Vitæ. “I was hit by a car on the back of a motorcycle—it was a first date via OK Cupid,” she told us. “It hit me, pun intended, that I needed to follow my concept and the road less traveled. There was no going back.”

That road—paved with Italian lace and Japanese vibrators—has landed her just-launched collection of peek-a-boo bralettes and silk sleepwear in retailers like Barneys and 10 Corso Como, and CV-branded intimacy kits in hotels with sexy reputations like The Standard and Chateau Marmont. In Manhattan and Brooklyn, Curriculum Vitæ meets customer impulse with same-day delivery and very personal shopping consultations for behind-closed-doors browsing. Call it a holistic approach to sexy.

“We are offering a new voice to women,” says Viviani of the space CV seeks to fill in the intimacy market. “We offer items to adorn yourself and items to pleasure yourself—and your partner—with. We want to highlight the parts that make you feel beautiful. Everything we do has a purpose.”

Before the line was shown to potential buyers in Paris last year, development was a slow boil. Viviani wanted to be thoughtful: “So often today you see brands throwing spaghetti at the wall to gain a sale—consumers aren’t that dumb. CV is not so tricky that you end up looking pretentious, and we aren’t adding a bow to our bras and panties because that’s what everyone else does.” Shopbop, Journelle, and Moda Operandi are among the brand’s accounts now, and retail pricing ranges from $45-$450.

But about those Japanese vibrators: When asked why it was important that CV have a range of pleasure offerings in the mix, Viviani said simply, “Because you don’t do one without the other. Unless you live on another planet.” And everything here has a premium touch—the spanking paddle is made of walnut, the cuffs are black leather, and a vibrating drop necklace (“suggested for nipple play, but be creative”) is done in rose gold. Of consumer response, she remarks, “You can’t judge a book by it’s cover. The most sugary people actually are the spiciest.”
· Curriculum Vitæ in RACKED