A NEW MUSE: In Diane von Furstenberg’s spring ad campaign, she featured a model whose face had been replaced with a mirror that reflected the sky. This surreal image was meant to show that anyone could be the DVF woman. For fall, the face is back. Arizona Muse appears in the new campaign, standing on a large DVF logo that is propped up against a reflective surface. In the most prominent image of the campaign, Muse is holding the designer’s signature lip clutch.
The DVF team, with the help of Laird+Partners, transformed a deserted airstrip into a surrealistic landscape (get the running theme here?), where photographer Camilla Akrans shot Muse. “She is a real woman…strong and happy,” von Furstenberg said of Muse. “She’s determined, she is talented, she is a hard worker and she knows what she wants. And that is so DVF.”
This story first appeared in the August 20, 2012 issue of WWD. Subscribe Today.
In addition to a new campaign, the brand has been working on several digital initiatives that will roll out this month, including a revamp of dvf.com and a new blog that provides a behind-the-scenes look at the company. DVF is also introducing an Instagram contest and an interactive, game-based shopping tool. For Fashion’s Night Out, the company is rolling out a DVF-Polyvore challenge that invites users to create their ultimate look based on key items from the fall collection.