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Diane von Furstenberg's year-long digital campaign

Diane von Furstenberg's year-long digital campaign

Celebrating the brand's iconic designs through social media


Image: Pursuitist
Image: Acasa Dava

In the midst of the prominent designer’s year-long 40th anniversary celebration of her iconic wrap dress, Diane Von Furstenberg launches her brand’s latest digital initiative

At 67-year old, Diane Von Furstenberg has lived through it all – from experiencing disco nights at Studio 54 in New York to being at the forefront of the digital revolution. Considering herself as a good candidate for social media, the designers latest campaign revolves around the digital world, dubbed 'Journey of a Dress'.

"I'm a good candidate for all of this [social media]. I feel so sorry for Andy Warhol. He would have gone crazy with social media, e-mail and Facebook," said von Furstenberg to WWD. 

Holding the same name as the designer's exhibition that's running in Los Angeles, the new campaign will feature a series of fashion influencers from around the world that will all style one of von Furstenberg's 'New Jeanne Two' dress in black and white chain link – reviewing the experience via social media.

Once one person is done documenting about the dress, they will then send it on to the next recipient, with style icons such as Emma Roberts, Jourdan Dunn, Coco Rocha and many more taking part in the creative campaign.

Model, Coco Rocha is the first to have the dress, which will then be passed on to Emma Roberts and then to the rest of the social-savvy beauties. Fashion followers should expect Instagrams and tweets, along with written content and a monthly 'webisode' series on DVF's website and YouTube channel – with a dedicated hashtag #journeyofadress – that will run through November.

The social designer who admits to being completely tech-savvy stated, "More than ever, I realised that truth is the most important thing, and I think that in this age of digital revolution, fake people don't have a good time. People complain about lack of privacy, but who cares? I don't care."

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