DVF Journey of a Dress

Global Campaign

Challenge

Iconic designer Diane von Furstenberg was celebrating her milestone anniversary of 40 years in the global fashion industry. The brand needed to capitalize upon the moment in time, extending the relevancy of the 40 years and the designer’s impact on her industry and beyond.



Solution

The vision was to produce a multi-city and multi-platform experiential, digital, textual and visual odyssey focused on the Diane von Furstenberg history and the iconic wrap dress that started it all. As a part of the storytelling, the creative strategy engaged the brand’s history from 1972, when Diane von Furstenberg arrived in New York with a suitcase full of jersey dresses she had made at her friend Angelo Ferretti’s factory in Italy. Two years later, encouraged by Vogue Editor-in-Chief Diana Vreeland, the distinctive design of her timeless wrap dress took the fashion world by storm, and has evolved into a multitude of much-loved variations ever since.

DVF implemented a new, bespoke logo for the campaign, titled Journey of a Dress, a theme and a visual that echoed throughout the other programmatic assets: a year-long social media campaign, robust influencer partnerships, an exhibition at LACMA, a Rizzoli-published exhibition monograph, and more than ten activations in a handful of cities and countries across the world.

Book

Paralleling the structure of the LACMA exhibition, the Rizzoli-published monograph on Diane von Furstenberg - the brand and the design maven - is segmented into three parts, each with a foreword from an iconic contemporary. The first section is a brand timeline, the second section chronicles the evolution of the influential wrap dress, and the third section features tributes to DVF paid by various artists over time, including the likes of Andy Warhol and Francesco Clemente. With photography by Helmut Newton, Annie Leibovitz, and more, and cameos by DVF loyalists like Jerry Hall, Iman, and Michelle Obama, monograph functioned to extend the longevity of the LACMA exhibit.

In 2015, the project received the Clio Award for design.


Credits

Client: Diane Von Furstenberg
Creative Direction: Diego Marini
Publisher: Rizzoli USA, New York
Designer: Laura Harvey
Photography: Joshua White, Samantha West, Marat Shaya, Frederic Nielsen
Printer: Artegrafica, Verona, Italy

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LACMA - Los Angeles County Museum of Art, California

As an extension of the world-traveling Journey of a Dress exhibition, Living Prints was a branded project based on a selection of the most recognizable DVF patterns, which were reproduced over 20,000 square feet and which made backdrops for performers painted, like camouflage, in the same respective patterns.

Credits
Client: Diane Von Furstenberg / Creative Direction: Diego Marini
Photography: Alia Penner / Makeup Artist: Will Lemon
Hair: Clark Phillips / Video: Konrad and Paul, Inc

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Galeries Lafayette, Paris

In continued celebration of the 40-year mark of DVF’s game-changing wrap dress, Diane von Furstenberg took over the entirety of the street-facing window corridor at Galeries Lafayette along Boulevard Haussmann in Paris. The takeover continued at the Galeries’ main entrance, a pop-up shop inside, as well as with a billboard campaign in the Chaussée d'Antin – La Fayette subway station.
The presentation culminated with an event during Paris Fashion Week.

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Social Campaign

A cross-platform social media strategy complemented the Journey of a Dress exhibition, activation, monograph, and larger campaign. Tactics included partnerships with ten fashion influencers and brand loyalists, including Chiara Ferragni, Coco Rocha, and Emma Roberts. The trendsetters embarked on a tour of the world, outfitted in DVF. The campaign content was disseminated in a multi-channel strategy spanning a full year.

International activations

Activations took place in London, Munich, Milan, Dubai, Bangkok, Shanghai, Beijing, Tokyo, Sao Paulo and Singapore.

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