Diane von Furstenberg has once again partnered with Karlie Kloss for a social media-driven ad campaign that builds on the story of women’s empowerment. The ads feature some of von Furstenberg’s favorite mantras, such as “Work Magic” “Self Taught” “Self Made” and “Play Cool,” paired with her distinctive and vibrant prints.
The campaign introduces the rallying cry #youbeyou, starting a conversation about all women being the best version of themselves and inspiring others to join in. Ads were developed by creative agency Alldayeveryday. The images and video were styled by Clare Richardson and photographed by Angelo Pennetta.
Kloss is photographed wearing various DVF’s spring looks against colorful backgrounds of DVF’s prints. Ads will break on dvf.com on Monday, and will run on national digital platforms, out-of-home platforms and regional print issues, as well as across DVF’s own digital and social platforms.
Kloss appeared in DVF’s “Secret Agent” campaign and video last fall. “Diane is somebody I learn so much from, both personally and professionally. She has this incredible energy and passion for what she does and life as a whole,” the 23-year-old model, NYU student and entrepreneur said.
In the short video, von Furstenberg and Kloss discuss what #youbeyou means to them and being the women they want to be.
“Girls are so much more modest than when I was young,” says a behind-the-scenes Von Furstenberg to Kloss in the video.
“I’m just trying to keep it classy Diane,” Kloss says.
“No one ever told you you can’t do things because you’re a girl?” asks von Furstenberg.
“Just the opposite. It almost feels like I wanted things more,” Kloss says.
Kloss says her time on the set was all very organic. “Diane was on set the entire time and was very involved in the process. She kind of encouraged me to be myself. This campaign really felt ‘authentically me.’ The message that’s embodied in this campaign is to celebrate you being you and a woman being herself.”
“I want every woman to be herself. That’s the message. And the best of herself. We as a brand hopefully we give them the tools for them to be themselves,” von Furstenberg says.