DIANE DOES THE BOUDOIR
Byline: Karyn Monget
NEW YORK — Was Diane Von Furstenberg the blushing bride?
“I had no honeymoon. We just scheduled it for a weekend in the country. I wore my little rose-print [chemise and robe],” said Von Furstenberg, who was talking about her bridal trousseau Wednesday at Saks Fifth Avenue.
Saks is launching her new signature collection of sleepwear and daywear in 16 units. At the Saks flagship, Von Furstenberg said she was wearing the same sable vest she celebrated her nuptials in when she and media mogul Barry Diller were married Feb 2.
Regarding the silk sleepwear line, Von Furstenberg stated, “We have no intention of selling my sleepwear on Home Shopping Network,” referring to the Diller-owned channel. “It will strictly be sold at major specialty stores and better department stores.”
She added that a majority of the prints are the same ones used in her dresses and sportswear, but in different colors.
“We design our own prints, and I collect textiles,” she said. “We have three painters who do nothing but paint original prints all year long. For fall, we have 42 original new prints for ready-to-wear.”
Von Furstenberg said all production is done in the Far East, where her rtw and sportswear is manufactured, noting that “I had an [innerwear] license in the Seventies when I was very successful with the wrap dress. But that became a big problem because the licensee would copy my wrap styles.”
Paula Sutter, president of Diane Von Furstenberg, estimated wholesale sales for the first six months will be around $350,000. Projected wholesale sales for Von Furstenberg’s rtw and sportswear businesses in 2001 is $13 million, said Sutter. Suggested retail for the innerwear starts at $100 for a top and tap pants, $185 for pajamas and $245 for a chemise and coordinating robe.
Gail Paisano, executive vice president of merchandising at Saks, said the line is “so in keeping with what Diane stands for — a very modern way of dressing.” Paisano added that assortments will be expanded for Mother’s Day selling.