For East Side babes or downtown girls not willing to trudge to DVF’s Meatpacking flagship, TGIF takes on a new meaning for retail therapists everywhere with today’s opening of Diane von Furstenberg’s Soho store.
The concept, conceived with new-ish creative director Yvan Mispelaere, will be a model for new DVF locations, to better reflect what Diane calls the new era. Throwing off the mantle of “Comeback Kid,” Von Fusternberg tells WWD “We mean business” (we wish we could have heard that delivery).
The aesthetic is all brick walls and barn wood floors, which compliments the “Journey of a Dress” exhibition she held at the Pace Gallery in Beijing, along with empowering sayings like “Love is Life,” “BE the woman you want to be,” and “Glamour Shine Confidence” written in neon graffiti.
Also on tap are a boatload of accessories in their own designated, drool-worthy area, which really makes us want to GSC. Yes, Glamour, Shine, Confidence.
Summary: In 1972, Diane Von Furstenberg first made waves with a simple yet radical directive: “Feel like a woman. Wear a dress.”
Five million wrap dresses later, she graced the November 1976 cover of Newsweek, touted as a new icon of female liberation and the most marketable designer since Coco Chanel.
After a dalliance with her own cosmetics line and a home-furnishings collection, she stepped away from the fashion limelight and moved to Paris, only to reenter in 1992 with Silk Assets, a pioneer in television shopping (its debut collection sold out in less than two hours).
In 1997, Von Furstenberg relaunched her clothing line, and the iconic wrap dress found a warm reception once again. This time, it was the daughters of the first-wave audience who welcomed the wrap into their closets.
Today, the DVF empire includes sportswear, beauty, and fragrance lines, and the flagship store is a cornerstone of the meatpacking district’s fashion quarter, functioning as a boutique, design studio, and pied-à-terre for the CFDA council president.
In addition to the wrap, DVF hallmarks include graphic floral prints, cinch-waist skirt suits, and forties glamour by way of seventies hippie chick.