The Diane von Furstenberg spirit varies from season to season, as the brand has never remained static. Last fall season, we were enthralled by model Karlie Kloss, who took on the persona of a secret agent for the ad campaign of the same name, and it was chic, professional, dark, and mysterious. The theme was totally flipped for the Diane von Furstenberg spring 2016 campaign, although Furstenberg made the wonderful decision to recast Kloss. The same idea of women’s empowerment was projected from the mode despite the drastic (and dazzlingly bright) transition. When looking at the photos from the ad campaign, it is easy to be swept up by the bright colors playing against one another. Yet, the campaign video that accompanied the pictures held the essence of the fall photoshoot, with its level of sexy intrigue.
Alldayeveryday, a creative industry with a focus on drive in the community, developed the ads, while Clare Richardson styled the video and photographs, which were shot by Angelo Pennetta. The ad campaign was geared toward social media, and embodies the photos’ goal of empowerment by means of aspects like some of the designer’s favorite buzzwords featured in the pictures. The motivational and uplifting words like “Play Cool,” “Self Made,” “Self Taught,” and “Work Magic” were one element of the fun and free explosion on display from DVF.
Von Furstenberg also took an aspect that is already embedded within social media and used that at the forefront of the campaign. “#YouDoYou” has become especially trendy in recent years, and here the designer is using it to spark awareness and conversations regarding the agency women have when it comes to anything in their lives, like remembering the choice to be the best they can be. This was all designed to get women talking and to inspire others along the way, with the intended result being heightened awareness.
And the video followed this pattern. The song “Are you OK?” by Stars begins the video, and transitions into the voices of von Furstenberg and Kloss talking about how empowerment was prevalent in their lives, which came in the form of a short dialogue. It added to the uplifting spirit of the vibrant colors, as it gave a personal look into the lives of the women. There’s something so intriguing about seeing a model talk as she poses, as it is a side of the industry that viewers aren’t generally let into. The role of the viewer is to look at the final product (the photos, the video, the editorial, etc.), but in this case it is almost as though the audience is right there in the shoot.
“Girls are so much more modest than when I was young,” von Furstenberg, who was off-screen, said to Kloss.
“I’m just trying to keep it classy, Diane,” Kloss responded, laughing.
“No one every told you you can’t do things because you’re a girl?” the designer asked.
“Just the opposite,” Kloss responded. “It almost feels like I wanted things more.”
What makes this insertion of dialogue better yet is knowing how the model responded to it after the fact. In an interview with WWD, she said she felt that everything about the photoshoot and filming was natural, and continued on to exude that point: “Diane was on set the entire time and was very involved in the process. She kind of encouraged me to be myself. This campaign really felt ‘authentically me.’ The message that’s embodied in this campaign is to celebrate you being you and a women being herself.”
And as far as the clothing was concerned, Kloss looked absolutely stunning in the looks, and was clearly the right person to get the job done. In the video she seemed to prove that, when she let loose and was able to be herself to best show off the brightly colored clothing against the brightly colored backdrop. She made sure that none of the garments were overpowered, while she remained as the focal point; she was the epitome of female empowerment in this campaign, and looked great doing it. The designer herself would likely not argue that point.
“I want every woman to be herself. That’s the message. And the best of herself. We, as a brand, hopefully we give them the tools for them to be themselves,” said von Furstenberg to WWD.
Photos courtesy of Diane von Furstenberg