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CONTEMPORARY FASHION
The Chameleon bag by DIANE VON FURSTENBERG
IED Georgina Vives Lastra
INDEX
1. 2. 3. 4. 5. 6.
Weak Signals ……………………………2-11 Trends…………………………………….12-15 The Designer…………………………….16-33 The Collaboration……………………….33-37 Conclusion………………………………..38 Bibliography……………………………...39
1.Weak Signals
The lost world: Myanmar’s Mergui islands
Images Sources: The NY Times & Finantial Times ‘Life & Art’
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Pay anywhere: Accept credit cards with your Iphone, Android or Ipad
Images Sources: Squareup.com & Gopayment.com
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Healthy kids: Fitness and healthy eating for kids
Images Sources: Organix.com & Walt Disney ‘World Marathon weekend’
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Videograms: Vine & Cinemagram; videos are the future!
Images Sources: Vine.co & Coolmaterial.com
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Picture food: Food art everywhere! Social medias are yummy!
Images Sources: Pinterest Pantone Food & SincerelyJules Instagram account screenshots
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Must have colors: Must have fashion colors for SS14
Images Sources: The Trend Council SS14 Color Palette
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Video blogging: Video blogging wins image blogging
Images Sources: Screenshots of MaybellineNY Tv Channel & L’Oreal Paris Channel (both via Youtube)
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New interaction: Network supported social exchange and interaction
Images Sources: Warc.com//Trend Reports on Technology
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New street cafes: Interior designs for coffee places
Images Sources: by myself in Sant Cugat & Barcelona
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Flexible Glass: Glass you can roll, bend and adapt.
Images Source: Ces Special Coverage on ‘Willow Glass’ (website)
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2. Trends 2.1.The present trend: Flexible Glass Corning, the company who supplies the glass used to create iPhone’s Apple and other devices, has designed Willow Glass, which was published to the public in year 2012 and which is still not available for consumers. This type of glass will help enable thin, light and cost-efficient applications including today’s slim displays and the smart surfaces of the future. The thinness, strength and flexibility of the glass has the potential to enable displays to be “wrapped” around a device or structure. As well, Corning Willow Glass can be processed at temperatures up to 500° C. High temperature processing capability is essential for today’s high-end displays, and is a processing condition that cannot be supported with polymer films. It will support thinner backplanes and colour filters for both Organic Light Emitting Diodes (OLED) and liquid crystal displays (LCD) in high performance, portable devices such as smart phones, tablets, and notebook computers. This new, ultra-slim flexible glass will also help develop conformable (curved) displays for immersive viewing or mounting on non-flat surfaces. Corning Willow Glass is formulated to perform exceptionally well for electronic components such as touch sensors, as well as leveraging glass’s natural hermetic properties as a seal for OLED displays and other moisture and oxygen sensitive technologies.* Not only Corning, but also many other companies like Taiwanese companies, are starting to develop this idea in different ways, some directly incorporated to mobile devices and other just trying different ideas and concepts. The future is here and the flexible glass is an immense opportunity for future technological devices and will allow designers to play and experiment with their creations. Today’s world is maybe not ready for such advances, but once it’s done, society will get used to it and marvel the technological revolution that has just begun. *Literal Text Reference: Corning.com on ‘Corning Willow Glass’
Images Source: Ces Special Coverage on ‘Willow Glass’ (website)
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Today’s world inspiration
All images source: Pinterest ‘Transparent’
2.2.The Macrotrend: Wonder Lab Wonder Lab is the Mactrotrend that creates the journey through modern science and technology, leading us into the secret world of fantasy which is now real and giving us practical and creative options for changing lifestyles. Science is now cool and considered a luxury. We discover beauty in the less expected and we look for natural and want to document reality. The idea to keep in mind is that revolution and evolution have arrived, and we have to adapt and enjoy to all the changes these bring. Apps, blogs, festivals, designers and artists celebrate science and bring it closer and closer to the consumer with their creations, events, ideas and concepts. All text reference: DuAndre.com on ‘Wonderlab Trend Primavera-Verano 2013
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Image Roadmap through Wonder Lab
Image Source: http://spacewonderlab.tumblr.com/
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Image Source: 1. Kaleidoscope images, 2. WonderLab by PipDanielle, 3. Wonder Lab in Fashion Catlwaks, 4. Inspiration Board, 5. Blazer with maintrend ‘yagohortal’ inspiration, 6. Yagobortal, 7. Raw colors (All via Tumblr ‘Wonder Lab’ and WGSN.com)
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3. The Designer: Diane Von Furstenberg 3.1. Designer’s role
Image Source: Boston Common Magazine (website)
“The girls who were unanimously considered beautiful often rested on their beauty alone. I felt I had to do things, to be intelligent and develop a personality in order to be seen as attractive. By the time I realized maybe I wasn't plain and might even possibly be pretty, I had already trained myself to be a little more interesting and informed.” ― Diane Von Furstenberg, Diane: A Signature Life: My Adventures in Fashion, Business, and Life
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Diane Von Furstenberg became a symbol of women’s liberation in the 1970’s when her “wrap” dress was introduced in fashion. The item developed into the figure-hugging jersey it-dress that would capture women around the world. The designer is still today, the epitome of powerful women and an icon for those over 50, who want to reinvent themselves with confidence and style. “She knows women very well,” says fashion designer Valentino. Von Furstenberg represents female strength for many reasons. Not only did she build up a global luxury lifestyle brand from scratch, staging one of fashion’s most impressive comebacks by reintroducing the “wrap” dress as a core line in the late 90’s, after the company had fallen to pieces around her in the 1980’s, but also because of her many efforts to encourage and empower women all over the world through the board of ‘Vital Voices’, a non-governmental organization that supports female leader and entrepreneurs everywhere. Von Furstenberg is also the CFDA’s (Council of Fashion Designers of America) president, since she was elected in 2006, and promotes and encourages emerging talents. Furthermore, she supports multicultural fashion shows, speaks out on the fashion industry’s most controversial issues such as underweight models, believes that women can save the world, stands up for natural beauty and freedom and describes herself as living a man’s life in a woman’s body.
1.Diane Von Furstenberg, Barry Diller and family, 2001; 2.Diane Von Furstenberg, 1993; 3.Diane Von Furstenberg and Valentino, 1975; 4. Diane and Mispelaere, 2013; 5.Diane in her studio, 2012 (All Image Sources: HarpersBazaar.com)
Consequently in 2012, Diane Von Furstenberg was named the most powerful woman in fashion by Forbes magazine. “She changed everything for me. She stud up for our cause, but also challenged and inspired us,” says Sunitha Krishnan, Indian social activist and co-founder of Prajwala (An institution that
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assists trafficked women and girls in finding safety and shelter) at the 2013 DVF Awards thanking Diane Von Furstenberg for the support and inspiration. Von Furstenberg is a woman of many things. Married to Barrie Diller, Diane has two children and four grandchildren, “Children are my greatest creation” says the designer.* She might be one of the industry’s top designer and the creator of a dress that is still an icon. Everyone might know her for the print trademark which has been present since the very beginning…but the designer, remarkably and above all, is known for liberating women and making them feel comfortable, sexy and powerful with garments that sculpt the female body. Von Furstenberg was and still is, a symbol of independence, strength, femininity and power for an entire generation of women. *All text references: DVF.com ‘About Diane’, The Huffington Post ‘The Wrap Star: Why Diane Von Furstenberg Is Still On A Roll’ by Barbara Hannah & Independent.co.uk ‘The wrapç superstar: Diane Von Furstenberg tells her story’
Image Source: HarpersBazaar.com
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3.2. Collections Timeline 2013 Fall 2013 Ready-to-Wear “Life is a party” defines Diane Von Furstenberg’s latest Fall 2013 Ready-to-wear collection which is about taking a look back at a rock ‘n’ roll seventies era which the designer knows and experimented at Studio54 with Mick Jagger and David Bowie… transforming the catwalk into a timeless glam-rock show with iconic suede wrap dresses, leopard print, metallic leather, glamour and a walk to the tune of ‘I’m Every Woman’ which follows with perfection Von Furstenberg’s philosophy of powerful and independent women.
Image and text sources: Style.com on Diane Von Furstenberg
Pre-Fall 2013 Living a man’s life in a woman’s body is everything Diane Von Furstenberg ever wanted. She wanted to be independent, earn her own money and become powerful and successful in what she likes. The Pre-Fall collection presents a combination of both feminine and masculine pieces, like dresses that borrow prints from ties or styled colour-blocked coats and jackets. “This is all about London, the idea of a dandy,” the designer says.
Image and text sources: Style.com on Diane Von Furstenberg
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Spring 2013 Ready-to-Wear Quirky and tech lover Diane Von Furstenberg is a good friend of none other than Google cofounder Sergey Brin and half-glasses presenting the company’s new technology, Glass by Google, was the it-accessory and main protagonist of the show. “When Sergey proposed the collaboration I immediately agreed” says Von Furstenberg. The show was colourful, fresh and modern and everything was filmed by the models, make-up artists, assistants, guests and the designer herself with their Google glasses capturing every moment, every move and a cool trendy show, loyal as always to the brand.
Image and text sources: Style.com on Diane Von Furstenberg
Resort 2013 Prints have been a trademark since the brand started in the 1970’s and this collection went back to its origins, slightly transformed and renovated by Diane Von Furstenberg’s creative director, Yvan Mispelaere, who gave colour to everything introducing it as the new essential of a Diane Von Furstenberg piece. The idea of this collection is a journey through print, finding inspiration in a journey across the U.S. with wet cobblestones in New York, Florida’s palm trees and a rockabilly Elvis look for both models and outfits.
Image and text sources: Style.com on Diane Von Furstenberg
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3.3. Diane Von Furstenberg’s in the 1970’s
Image sources: 1. Diane ‘”Feel like a woman, wear a dress” via DVF.com/Timeline; 2.Diane Von Furstenberg dress 1975-1976 via Ultrastyle.com; 3. Newsweek DVF cover via Styleite.com
Diane Von Furstenberg arrived to New York in 1970 with some jersey dresses she had made while working at Alberto Ferretti’s Factory in Italy and thought she would be able to sell in the U.S. Once in New York, Diane Vreeland, Vogue editor, noticed Von Furstenberg’s talent and encouraged her to begin in the fashion world. It was in 1974 that she created the wrap dress, which had tremendous success because of it’s liberating and flattering style. Two years later, Diane Von Furstenberg had sold over a million of signature dresses and starred in The Wall Street Journal’s front cover as the most marketable woman since Coco Chanel.
Image sources: 1. Letter from Vogue to DVF & 2. Photograph of DVF via Elementsofstyleblog.com; 3. Diane in one of her designs via Fashionista514.com All text Source: DVF.com
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3.4. Diane Von Furstenberg’s world •
Prints
Image Sources: DVF’s Pinterest /Prints
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Kiss & Lips
Image Sources: DVF’s Pinterest /SealedWithAKiss
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•
‘Journey of a dress’ Exhibition
Image Source: DVF.com
Image Source: Maosuit.com
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•
DVF’s Must Haves
Image Source: DVF.com
1. 2. 3. 4.
DVF’s Perfume ‘Love, Diane’ DVF’s ‘Mini Lip’ Clutch One of DVF’s Iphone Cases A plain DVF’s wrap dress and printed one
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•
DVF’s ‘Mantras’
Image Source: DVF’s Pinterest/ Mantras
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•
Collaborations 1. DVF Loves GAP Kids
2. DVF for Target + Neiman Marcus
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3. DVF & Francois-Marie Banier a with model Natalia Vodianova
4. DVF’s Barbie
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5. DVF Loves Evian
6. DVF Loves Roxy
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7. DVF A NY Moment
8. DVF & Google ‘Glass’
All ‘Collaborations’ Images Sources: DVF Pinterest/ TheWorldOfDVF
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3.5. Diane Von Furstenberg’s Communications •
Spring/Summer 2013 & Fall/Winter 2013
Both campaigns, starring model Arizona Muse, with powerful imagery like Von Furstenberg’s women ideals and colourful with some of the brands most recognizable items such as prints, lip clutches and dresses. Photographed by Camilla Akrans with set designer, Peter Klein. •
Spring/Summer 2012
Photographed by Camilla Akrans with model Daniela Mirzac, the Spring/Summer Campaign for DVF was inspired in Surrealism. Following the photographers style and combining it with the designers items and beliefs, the campaign turned out as impressive, weird and extremely creative.
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•
Fall/ Winter 2012
Simple imagery, discrete beauty of model Tayane Leao , DVF’s campaign combines black and white, with colourful items and elements of movement and reality that create a realistic and natural result. •
Others
All Text & Image Sources of 3.4 & 3.5 : DVF:com
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4. The Collaboration 4.1.The weak signal: Flexible Glass Glass you roll up might be something people don’t believe can exist or can be developed but it truly is something that is starting to create a buzz. President of Corning Glass Technologies, which is Apple’s iPhone glass supplier and has developed prototypes and ideas of ultra slim flexible glass that had been announced back in June 2012, said that products featuring this material are at least three years in the future. Even so, this invention has the potential to enable displays to be wrapped around a device and structure that would potentially revolutionize the shape and form of future next-generation consumer electronic devices and technologies. Original Example and Source
Images Source: Corning’s ‘A day made of glass’ video out in 2011, Youtube & Text Source: Corning.com
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4.2.Flexible Glass & Diane Von Furstenberg Handbags are a key accessory in every designer’s collection and have been a must-have for every woman since they came into fashion. Handbags are worn every day, they exist in every shape colour and size and even some of them, can be personalized. This last idea is the one that has guided DVF to collaborate and use flexible glass. The inspiration
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Transparent handbags and accessories are a current trend and DVF’s has mixed the concept of transparency with personalization. The Product DVF presents the ‘The Chameleon’ bag. This bag is a transparent bag, made of flexible glass, that permits changes in colors and prints whenever the consumer wants to. The bag works with the DVF app for Android and iPhone and it’s the consumer who chooses, through the app, the DVF colour or print they want, which will be immediantly projected in the bag (working similarily to a screensaver). DVF has created a bag loyal to her ideas and ideals in the shape of a large envelope and using her trendmark lips as the bag’s click. The DVF app, in the other hand, has been slightly modified and a specific section has been designed where the consumer can choose what DVF print or colour they want. This product has born from Diane’s Von Furstenberg’s idea of keep growing as a brand and is about creating a product for women who feel creative, who know what they want and who are free to personalize and adapt a handbag to their daily style and outfits.
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The process 1. When you purchase the bag, you immediately are given a card with your very own code that is directly linked to your bag. 2. When you want to use the bag, you open your DVF app and go to the ‘My Chameleon’ section. Introduce your code (which can be saved to be remembered) and chose the print or colour you want or match your outfit. 3. The print or colour will be directly projected in your bag and unless you deselect the colour or choose ‘None’, your bag will remain the colour or print all day until you want to change it again, or leave it plain again. 4. Once you know how it works, ‘Chameleon’ bag is a creative and easy way of having a different bag for every occasion and every outfit, making people think you own hundreds of different bags when the truth is, you own only one.
The DVF ‘Chameleon’ bag prototype
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The DVF ‘Chameleon’ bag examples
DVF wants the consumer to have access to all DVF’s latest prints and colours designed by the brand. Prototype and Examples created by myself
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The Event To promote and present the ‘Chameleon’ bag, DVF wants to create an event to celebrate the new launch. Held in New York, the event, with guests from the industry, friends of DVF brand, VIP guests and an invitation give-out in DVF shops for brand’s fans, the event would mix the concept of party and fashion show. A dinner would be held for the guests and after dinner, the fashion show would start and DVF’s ‘Chameleon’ bags would be seen for the very first time. Models would be wearing one each, which would match their DVF dress and the whole catwalk and stage would be made out of glass that would display prints and videos non-stop. After the show, Diane Von Furstenberg next to Corning president would present the product and explain the process, inspiration and how everything works introducing the pop-up store, which would be held in the same room, with a limited range of products for impatient buyers. The party/event would go on since then and drinks would start to be served in an ambience of top celebrities and fashionistas, powerful women who support DVF, designer friends with interest in the collaboration, press covering the news and VIP guests like artists or important members of the industry. Also, the whole event would be covered by Harper’s Bazaar magazine. Event Timetable 21.00h-22.30.00h 22.30h-23.00h 23.00h-23.30h 23.30h 23.30h-02.00h
Dinner Fashion Show Product Presentation Pop-up Store Music & Drinks
Images Source: DailyFashionista.com/ DVF
The ‘Chameleon’ bag presents a revolution in womenswear. A creative and unique accessory that fist every kind of woman, following DVF’s mantra “Be the woman you want to be”. The future campaign would be modelled by Sarah Jessica Parker, which represents the ideal of a modern, free, stylish woman.
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5.Conclusion The most important part of creating collaboration is taking into consideration the coherency the designer has with the trend. In this case, Diane Von Furstenberg and Flexible Glass have a great connexion because DVF had already collaborated with Google and their ‘Glass’ product which presented the brand in a more technologically advanced way, it let us consumers understand the importance of never stop doing new stuff, never stop developing new ideas, being everyday creative and inspire others with great collaborations and concepts. If the ‘Chameleon’ bag could be created, DVF would have a great opportunity to develop a fantastic concept that would capture modern women letting them create and personalize their very own and unique bag and introducing technology in fashion in maybe the most useful, discrete and wearable way.
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6. Bibliography • • • • • • • •
DVF.COM Style.com/DVF HarpersBazaar.com/DVF Pinterest/DVF Corning.com WGSN The Huffington Post ‘The Wrap Star: Why Diane Von Furstenberg Is Still On A Roll’ by Barbara Hannah The Independent.co.uk ‘The wrap superstar: Diane Von Furstenberg tells her story’
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