To fete her 40th, one project just wouldn’t do. Instead, Diane von Furstenberg this year embarked on a range of milestone-related events and initiatives, sponsored by American Express, ranging from a far-away fashion show to a collaboration with Gwenyth Paltrow.
AMEX Unstaged: Following DVF’s supermodel-filled fall show last February, American Express card members were invited to stay after for a special treat: a Q&A with the designer, as well as a performance by indie songstress St. Vincent.
Warhol Collaboration: DVF has partnered with the Andy Warhol Foundation to produce “Pop Wrap,” a limited-edition collection of wrap dresses, T-shirts and accessories that combine original DVF prints with signature Warhol designs. Proceeds from sales of the collection will benefit the Andy Warhol Foundation, which supports contemporary art.
Global Influencer Program: DVF tapped a slew of fashion’s hottest starlets, including Coco Rocha, Chiara Ferragni, Emma Roberts and Jourdan Dunn, to star in her “Journey of a Dress” video campaign. The series features social media dispatches from each of the subjects wearing DVF’s chain-link wrap dress, as well as a monthly Webisode series on dvf.com.
Wrap Stories: Women around the world are encouraged to submit their own “Wrap Story” detailing an experience with the dress or showing how the style has influenced their lives. Selected essays will be featured on dvf.com.
Tokyo Fashion Week: In March, the designer traveled to Tokyo — her first trip there in five years — to stage a reprise of her fall runway show. As one of Tokyo Fashion Week’s most anticipated events, DVF ended the spectacle with a finale of gold gowns and matching confetti.
MyTheresa Exhibition: Online retailer MyTheresa hosted a private event in June to celebrate the milestone. The dinner included a mini exhibition of DVF’s wrap dresses, as well as a conversation between the designer and MyTheresa creative director Julia Reed.
Anniversary Windows: In June, von Furstenberg celebrated her window display at Bergdorf Goodman with an in-store appearance. Bloomingdale’s will follow suit this month at its Manhattan flagship. The public display of affection will hit overseas, as well, with a window display at Paris’ Galeries Lafayette this month. The French retailer will also carry several exclusive styles.
Mini Exhibitions: DVF is globe-trotting with a series of mini exhibitions, which will features a collection of new and vintage wrap dresses that span the past four decades. The tour kicked off in June in South Korea, and will hit Thailand, Beijing and Shanghai this month. Still to come: Dubai in October and London in November.
Animated Video: Teaming with artist and illustrator Konstantin Kakanias, DVF has created an animated video titled “Unwrapped.” The 60-second video features a young, fashionable woman on the go, dressed in a wrap dress. The cartoon launched July 21 on the DVF Web site.
Goop Collaboration: “Diane epitomizes the 21st century archetype of a woman,” said Gwyneth Paltrow, founder of Goop, a digital media site. “ We at goop all aspire to her honesty, majesty and glamour.” DVF joined forces with Paltrow’s e-commerce venture on a limited-edition collection, due out this month. The collection will include a mix of ready-to-wear and accessories, available for purchase exclusively on goop.com.
“Journey of a Dress” Exhibition Book: Forty years boils down to 256 pages in “DVF,” a hardcover coffee-table book. The Rizzoli tome, edited by Bill Katz, features photos by Helmut Newton, Annie Leibovitz, Francesco Scavullo and many others, with images of the wrap dress on the likes of Jerry Hall, Iman and Michelle Obama. It can be preordered on Amazon, but lands on bookstore shelves on Nov. 18.
Net-a-porter Collaboration: Starting in November, Net-a-porter is honoring the 40th anniversary of the wrap dress, devoting a special section of its site to the dress and selling exclusive wrap styles.