About Us

Founded in 2004 by visionary designer Luigi Midulla, #VDR is the embodiment of a movement that breaks traditional rules and brings a fresh perspective to fashion.

Luigi set out with the goal of creating collections that reject the ordinary and celebrate individuality. With vast experience and collaborations in the fashion world, he started his own path—driven by the desire to build a brand that is timeless yet always forward-looking.

Fashion is not just about clothing; it’s a vision, a stance, and a powerful message to the world. For Luigi Midulla, that message is an identity, passionately built over the years. His journey in the fashion world has been shaped by independence, courage, and a commitment to transcend boundaries. It is precisely this spirit that has transformed #VDR into being more than just a brand—it has become a manifesto, that balances aesthetics and strength, which creates its own path.

#Via Delle Rose, which means “The Way of the Roses” is not only a name; it is a symbol of passion, strength, and a consciously chosen path. The rose, with its striking aesthetic power, is a presence that attracts, while protecting its own space. So is #VDR—strong, vivid, and unique. The path, symbolizes independence and the courage to choose one’s own direction.

As a brand, #VDR represents a distinctive style that confidently carves its own path in the fashion world, breaking away from conventional boundaries.