What started in Zurich’s creative district Kreis 4 quickly found its way to Hollywood—this is how the success story of Yvonne Reichmuth could be summed up. Her label, YVY, founded in 2013 as a one-woman atelier in western Zurich, has firmly established itself in the international show and music business within just a few years.

The list of high-profile women wearing her creations reads like a who’s who of the pop and film world: Monica Bellucci, Madonna, Kylie Jenner, Taylor Swift, Lady Gaga, Gwen Stefani, Kristen Stewart, Italian pop star Emma Marrone, as well as singers Nathy Peluso and Laureen.

Superstar Visits Seefeld

Kate Winslet is also a fan. During the last Zurich Film Festival, she visited YVY’s newly opened boutique in Zurich’s Seefeld—an acquaintance that originated during the launch of the «Longines x YVY» watch, which Winslet wore as a brand ambassador.

Until now, YVY has primarily been known for its delicate leather accessories, exuding a confident sensuality. She «creates the finest leather accessories that embrace the body in innovative ways,» fashion magazine «Vogue» once praised Reichmuth’s designs.

Yvonne Reichmuth with Kate Winslet in 2024. (Image: Instagram, Courtesy)

Confident Sensuality

But the designer is now pursuing a new strategy—opening up her label to a broader audience while maintaining its exclusive character. «We are increasingly focusing on brand ambassadors that people can more easily relate to,» she tells finews.com.

A key step in this evolution was last year’s launch of a «prêt-à-porter» collection. In addition to accessories, YVY now also offers a selection of timeless clothing pieces. «We see the garments as accessories to our leather accessories,» Reichmuth explains. The expansion has paid off: «Revenue from this segment has doubled or even tripled since our store opened.»

Between Digital Luxury and Boutique Experience

The entrepreneur expects an additional boost from her new website, developed in collaboration with the agency Nobound. «Our new website revolutionizes luxury e-commerce with a groundbreaking, immersive experience,» she says. The goal was to make the digital shopping experience as close as possible to an in-store visit. She highlights the innovative «mission control» feature in particular.

Timeless designs: «Leather Halter Top» from the «prêt-à-porter» collection (CHF 595). (Image: Adrian Bretscher, Courtesy)

The boutique itself has also undergone a transformation. Previously accessible by appointment only, the Seefeld store is now open to all customers.

Luxury, Made Accessible

The repositioning is having an impact. «We now have a very diverse clientele,» says Reichmuth. While many of her customers still come from creative and arts-oriented fields, YVY is seeing increasing demand from a different sector: «Also from the financial industry.»

With this strategy, YVY is attempting a rare and therefore all the more intriguing balancing act—remaining a coveted label for the international entertainment industry while becoming accessible to a wider audience.