At the heart of ViX Paula Hermanny lies a story of female empowerment.
Founded by Paula Hermanny, ViX is built on a mission to introduce the essence of Brazilian resort living worldwide with high-quality and fashion forward swim and resort wear. But more than that, Paula is an example of a woman who uplifts other women. She reminds us that true beauty comes from within and always encourages us to embrace our authentic selves and feel good in what we wear. This philosophy isn’t just woven into every design—it’s the very essence of ViX.
A Legacy of Female Empowerment
Paula’s love for fabrics and design began in childhood, inspired by trips to local markets where she grew up in Vitoria, Brazil. These formative experiences sparked a lifelong passion for travel and resort wear. Today, ViX is a global lifestyle brand that uplifts and inspires women to embrace a life well-traveled, bringing the beach and the beauty of resort living into every aspect of their day.
Balancing It All
Paula’s unwavering drive and determination have shaped both her personal and professional journey, making her a true embodiment of the brand. Whether vacationing in St. Barths with her family, exploring the Amazon, working in the San Diego office, or spending moments at home in Rio de Janeiro, Paula makes time for it all, living by a mantra that serves as her compass, “Gratitude, kindness, passion, and intuition—they guide me every step of the way.” Her global perspective and steady presence inspires and reassures those around her.
Paula, Luca, and Sofia
Team Culture
As a brand that champions women’s empowerment, Paula and the ViX team foster a work culture that uplifts women at every level. To make it what it is today, countless individuals have contributed to its success over the years, including the skilled artisans at our Petropolis factory, and our dedicated CASA ViX instructors, who lead our in-house incubator program. Our CASA ViX initiative offers free education to women in local Brazilian communities, equipping them with sewing and embroidery skills to empower their futures.
What makes the climate at ViX extra special is Paula’s long-standing partnership and collaboration with many of the same women, women she deeply trusts. Together, their contributions to ViX are evident through their talents, leadership, and shared vision of bringing the essence of Brazilian resort living to life. Get to know them.
Meet the Women Who Shape ViX
Vanessa Dame - President
Based in San Diego, Vanessa has been with the company for many years, beginning in merchandising and rising to a leadership role. She is a positive force in the office and an inspiring figure for others to look up to.
How would you describe the essence of ViX, and what does it represent to you as a woman?
ViX is the embodiment of confidence, sophistication, and timeless femininity. At its core, it represents the balance between effortless elegance and bold individuality—qualities that define the modern woman. As a woman, ViX holds a special meaning for me because it’s more than just a brand; it’s a celebration of strength, beauty, and the freedom to express oneself. Every piece we create is designed to empower women to feel their best, whether they’re on a beach in Brazil, exploring a new city, or embracing everyday life. It’s a reminder that luxury isn’t just about what you wear—it’s about how you feel in it.
If you could have lunch with any woman, past or present, who would it be and why?
I would love to have lunch with Gabrielle “Coco” Chanel. She was a visionary who redefined fashion, not just with her designs but with the way she empowered women to embrace style on their own terms. Her influence extended far beyond clothing—she changed the way women carried themselves in the world. I admire her relentless pursuit of innovation and her ability to turn challenges into opportunities. Sitting across from her, I’d love to ask about the bold decisions she made, how she stayed true to her vision despite the times, and what advice she’d give to female leaders today.
Ju Leal - Creative Director
Ju Leal is the ViX Creative Director and works from the Brazil office. She is a highly creative and motivating figure who has worked alongside Paula for years, helping to bring the ViX collections to life.
How has working with Paula influenced your approach to leadership?
Paula has always encouraged me to take risks, embrace mistakes, and maintain a positive attitude when facing challenges. As a woman leading other women, I remain committed to trying new things, continuously improving, and staying positive while tackling the challenges necessary to make the brand even more successful.
How have you seen ViX grow and evolve since you joined the team?
Having worked with Paula for a long time, I’ve witnessed the company evolve through different phases, always striving to be its best version.
Cecilia Pretti-Asseff - Head of Brazil Wholesale
Cecilia Pretti-Asseff, who oversees wholesale for Brazil, is Paula’s aunt! With years of experience working alongside Paula and the team, she brings both expertise and a special family touch to the brand.
What empowers you the most about working at ViX?
Knowing that we have a unique vision in our segment, supported by a majority-women team aligned with the brand’s mission, and creating products that inspire desire, makes me incredibly proud. Being part of this journey and contributing to its growth is a true source of pride and fulfillment.
What’s the most impactful lesson you’ve learned at ViX?
As a leader in my department, I have a valuable lesson I’ve learned that I’ll pass on: “Don't identify with the problem, but with the solution.” I think our strength, and the strength of women in general, lies in resilience.
Paula surrounds herself with impactful, positive, and intelligent women from all walks of life. As the brand continues to grow, Paula shares, “I’m excited to keep evolving ViX into new categories while staying true to our DNA – it’s what makes us unique. I’m also passionate about nurturing the collaborative, respectful culture that defines who we are.” It's often said that you are a reflection of those you surround yourself with, and Paula undoubtedly radiates the best qualities of her team, just as they do with her.
About the Author
Danielle Gumina is a Senior Creative Copywriter at ViX, known for her editorial expertise and engaging storytelling. With a keen eye for trends, a passion for travel, and an appreciation for timeless style, she brings fashion narratives to life. Danielle resides in San Diego, CA curating her ever-expanding collection of ViX pieces.
