Jonathan Saunders Appointed Chief Creative Officer of DVF

After closing his namesake label at the end of 2015, Scottish designer Jonathan Saunders was left without a proper fashion arena, wherein he could put all his creative efforts, thus making us wonder whether he was going to succeed any of his colleagues at some prestigious fashion house (in 2015 many designers stepped down from their creative positions, such as Raf Simons from Dior and Hedi Slimane from Saint Laurent). The anticipation was worth the wait, as it has been made official now that Jonathan Saunders has been appointed as chief creative officer of Diane von Furstenberg. London-based Jonathan Saunders will thus say goodbye to one of the edgiest European fashion capitals for the first time in 12 years to immediately move to New York, where DVF is currently based. 39-year-old Saunders is undeniably going to have big shoes to fill in, as his role includes overseeing the entire creative director of the iconic label.

Jonathan Saunders Is Chief Creative Officer of DVF

“Jonathan’s extraordinary passion for colors and prints, his effortless designs and his desire to make women feel beautiful make him the perfect creative force to lead DVF into the future. I could not have found a cooler, more intelligent designer and I cannot wait to watch him shine as our chief creative officer;” said Diane von Furstenberg, DVF’s founder and chairwoman. Judging from one of the latest pictures Saunders himself uploaded on Instagram, and the excited compliments he returned to the punk-rock queen, our beloved Scottish designer must be already enjoying, if not entirely loving, his stay at the City That Never Sleeps.

“The wonderful thing about Diane is she’s very aware of designers in London. Diane came to one of my very early shows years ago when I was showing in London Fashion Week. She’s always been a supporter of the aesthetic of the brand that resonated with her in terms of my love of prints. I met her again at Downing Street in London, and I think we started a conversation and it went very fast;” he stated in a phone call with the WWD, revealing the decision was a quick one. Both the label and the designer apparently needed just a few weeks to make it official. “The spirit with which this brand was founded is incredibly relevant today. I am thrilled to be part of its next chapter. […] Although the brand has such an incredible history, the company is not afraid of change and doing things in an unusual and interesting way,” he concluded.

Saunders, who will work alongside chief executive officer Paolo Riva, will surely add a colorful and skilled artisanal touch to the label, revitalizing and modernizing DVF. He is also mainly known for his signature feminine aesthetics that will perfectly broaden the label’s usual audience, alongside DFV’s punk-rock silhouettes. While Diane von Furstenberg has quite a reputation for giving women cozy and self-confident designs, Saunders has that of being a modern, terrific designer that just turns intricate ideas into real products.

Photo courtesy of British Vogue

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