Diane Von Furstenberg is clearly a secret fan of the Blake Lively tween classic Sisterhood of the Travelling Pants, as she has recreated the concept for her latest campaign. For her Journey of a Dress digital campaign DVF has called upon her favourite models and influencers - Emma Roberts, Jourdan Dunn and Coco Rocha - to take the wrap dress on adventures in their cities. This is part of DVF's year-long 40th anniversary of her wrap dress - she certainly knows how to celebrate.
The girls in DVF's 'Journey of A Dress' Sisterhood include Emma Roberts, Jourdan Dunn, Coco Rocha and bloggers Chiara Ferragni of The Blonde Salad, Chriselle Lim of The Chriselle Factor and Jessica Stein of Tuula Vintage. They will each style one of DVF's New Jeanne Two dresses and then take to Instagram to show us how they are wearing it. When they're done they'll send on the dress to the DVF girl. The campaign will be spontaneous as Diane said to WWD: 'It has to be organic; you can’t strategize Instagram months in advance,” the designer said. “It’s called Instagram — it has the word ‘insta’ in it.'
[Instagram: Coco Rocha]
Coco Rocha went first, as she styled her maxi snakeskin wrap dress with stiletto in Toronto, her printed red wrap with black boots and a furry jacket in the snow in New York and her chain link wrap dress with black sandals in London. She also posted a video of her dress journey on her blog where she talks about the wrap dress on the New York high line: 'My first wrap was in ballet, and talking to DVF she explains that is where the wrap dress was born and created.' As for her favourite style she said: 'I'm a black and white kinda girl. A wrap dress in black is a staple little black dress.' As she points out, it's the perfect dress for a jet set model as she said: 'It fits in the corner of your luggage - you can plack plenty of them and still have room for more.'
Back in January Katherine Ormerod, our senior fashion and features editor, jetted over to La La Land to celebrate the wrap dress with DVF herself. Katherine attended the grand opening of the Journey of a Dress Exhibition at the historic Wilshire May Company building next to the LACMA campus. The exhibition included vintage and contemporary DVF designs, as well as portraits of Diane herself - designer, muse, and collector - by celebrated artists such as Andy Warhol, Helmut Newton, and Annie Leibovitz, as well as new pieces from Dustin Yellin and other contemporary artists.
Diane said in an interview with Grazia: ‘It’s very funny. Even though I owe everything to her – she paid all my bills, my children’s education, my houses – I never appreciated her and sometimes I even resented her because I thought, “Why do people always talk about the wrap dress when I do so many other things?” But when I was preparing this exhibition I noticed how the dress had taken on a life of its own and I decided: it was time to honour it.’