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Diane Von Furstenberg, rocked by pandemic, insists the jet-setting girl hasn’t gone away


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Diane Von Furstenberg, founding father of the eponymous DVF trend model and creator of its iconic wrap gown, is aware of a factor or two about journey. The Belgian-born designer studied in England, Spain, and Switzerland earlier than marrying into German the Aristocracy and founding her womenswear model in New York. 

The aforementioned jersey wrap gown was created by DVF for ladies like Von Furstenberg who lived out of a suitcase however wished to stay stylish. Its followers embody Michelle Obama and Kate Middleton, in addition to legions {of professional} girls and expectant moms. 

“, I’ve all the time been the identical girl, I used to be the identical girl at 20,” mentioned Von Furstenberg at Fortune’s MPW Next Gen virtual conference on Tuesday. “I wished to be a lady who can transfer and go from the automotive to the airport and be able to go and able to pack, and simple to pack. And people are the garments that I made.”

However what occurs to the jet-set wrap gown wearer when the journey goes away? 

“She’s nonetheless the lady in cost, who needs to personal her life, whether or not at work or no matter it’s,” mentioned Talita Von Furstenberg, Diane’s granddaughter who has her personal sub-line TVF for DVF. “That girl nonetheless exists right now whether or not she’s getting on a airplane or not.” 

However the pandemic has radically rocked DVF’s enterprise. Earlier this 12 months, the model closed all however one in every of its 19 immediately operated shops within the U.S., laid off 75% of its 400-person workforce, and its French and British operations filed for the European equal of Chapter 11 chapter. 

“Our shops have clearly been dying out prior to now,” mentioned Talita, “However now retail is way totally different, it’s on-line, it’s all DTC (direct to client) and I believe DVF has to simply accept that and evolve.” 

As an alternative of shying away from the struggles of her model, Diane Von Furstenberg has been quite vocal about them, and hopes her trials could be a lesson for others.

“I’ve been a little bit bit the ‘mom’ of trend for thus a few years. So if I used to be having difficulties, I believe it’s essential to share it with different folks in order that they know that it will possibly occur to everybody,” Diane mentioned of the the reason why she’s so open concerning the DVF model’s rocky second. “And the identical time. Different second folks suppose, Oh, it’s over and our enterprise is over. And that’s not true, both. Since you’re already on the best way again. So I believe that for me, sharing every little thing that I expertise has been good for me. And it’s good for others, and there’s no disgrace.”

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