Dvf To Launch Swim, Beachwear

Sloan

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From The Daily (I hope that it hasn't been posted)...I looked. :blush:

Monday, May 10, 2004

“I put on a bathing suit all year round,” said a well-bronzed Diane Von Furstenberg today in Milan. “It’s just a lifestyle.” As queen proponent of the “la petite valise”—that itty-bitty chic suitcase stuffed with jet-setting essentials—Von Furstenberg’s enviable lifestyle has already been passed to women everywhere via her glamorous wrap dresses. Now girls around the globe will get to follow another one of DVF’s dressing staples: the swimsuit and scarf.

Von Furstenberg announced today that she will launch a new line of swimwear, beachwear and scarves for women starting in spring/summer ‘05. Her production and distribution partner in the deal is the Como-based Mantero, the 100-year-old silk specialist who supplies its exquisite fabrics to luxury labels such as Ferré, Pucci, Celine, and Lacroix.

For Von Furstenberg, who is currently camped up lakeside at the stately Villa D’Este (“It’s gorgeous,” she reports), Lake Como is not virgin territory. “I actually started 30 years ago in Como,” she told a group of local reporters, speaking perfect Italian. “I made my clothes in Italy and sold them in America in the 1970s. Now it’s like coming back full circle. Except that I’ve ‘graduated’ by doing business with the best—Mantero.”

Yesterday Von Furstenberg made a trip out to visit her original factory, Ferretti, where she used to produce her dresses, and also caught the Joan Miro exhibit currently on in town.

Moritz Mantero, CEO of the family-run business, said he expects the new Diane Von Furstenberg line to generate $10 million in the next five years. Distribution will be spread across carefully selected stores in 50 countries.

Expect the product, overseen by Von Furstenberg’s creative director Nathan Jandon, to be colorful, young, and happy. “That’s the spirit of the brand” said Von Furstenberg. “And it’s very nomadic. You can use a foulard as a beach wrap, as a scarf or just to drape over a table.”

Tomorrow, the designer heads off to Rome where she hopes she might come across better shopping. “Montenapoleone is so boring,” she lamented to The Daily. “I just want to die.”
J.J. MARTIN
 
Sounds awesome. I think her prints will translate well into the swim market. I just hope she's not following the same pattern she did in the 70s with licensing and growing too fast (since she's reintroduced makeup and fragrance) and saturating the market.
 

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