ViX Paula Hermanny announced Rosie Huntington-Whiteley, renowned model and entrepreneur, as its new designer and global ambassador. As part of her new role, Huntington-Whiteley co-designed three collections with Paula Hermanny, featuring swim and ready-to-wear pieces. The debut collection launches globally today.
Anchored in the duo’s shared vision of craftsmanship, femininity, and a lifestyle shaped by travel, Huntington-Whiteley’s first collection features a minimalist palette inspired by Brazil’s organic landscape. Its timeless silhouettes channel sexiness with intention while being quietly bold and refined. Standout pieces include neutral-toned silks, elevated by slits and plunging necklines, that can transition seamlessly from day to night, as well as statement-making swimwear adorned with gold hardware accents.
“Rosie has embodied the ViX spirit well before this official partnership,” said Paula Hermanny, founder and creative director of ViX Paula Hermanny. “Her lifestyle, her femininity and her appreciation for thoughtful design align so naturally with the brand. Collaborating with her on this capsule was incredibly intuitive. She understands how a woman wants to feel in her clothes: confident, sophisticated and completely herself.”
A longtime admirer of the brand, Huntington-Whiteley’s lifelong love of travel and lifestyle, split between London, Los Angeles, and resort destinations around the world, mirrors the spirit of ViX.
“This collaboration feels incredibly personal as I’ve worn ViX for years,” says Rosie Huntington-Whiteley. “Paula and I share a love for beautiful fabrics, clean lines, and pieces that feel effortless yet considered. I wanted to design a collection to reflect how women really live and travel—pieces that feel effortless, sensual, and timeless, wherever you are in the world.”
Brazilian-born designer Paula Hermanny founded ViX Paula Hermanny in the early 2000s with a mission to bring luxury Brazilian swimwear and resort wear to women around the world. As one of the first brands to introduce high-end swimwear to the U.S. market, ViX has expanded its retail footprint with four boutiques in Florida and continues to grow with new locations opening this year.
