Over time, we all got used to linking DVF with the classic wrap dress. It became DVF’s staple, however, in May 2016 , after Scottish designer Jonathan Saunders was assigned the Chief Creative Officer of the eponymous fashion brand, he managed to shift things a little bit, and deviated the iconic basics of DVF by presenting a whole new collection that did not include a single wrap dress.
You just have to think more abstractly,” Saunders said. “You think about what a wrap dress is—it’s an effortless dress that you can put on very easily. It’s flattering. It’s kind of elegant and sensual at the same time. [When designing] I had to ask myself: Is it effortless? Is it sensual?
The 2017 SS collection includes easy-to-wear silk handkerchief dresses; one-shoulder tops with a loose ruffle running diagonally across the front; wide-leg pants with a folded-over waist; and all of it in a pleasing mash-up of prints and colors.. Saunders touch was clearly evident, making sure that the designs still hold the DVF aesthetic in them..
The minute Saunders decided to reset the DVF button he delved into quite a challenge.. After all it’s not an easy chore taking a well-known 40-year-old brand in lieu of its founder still a force in the industry.. Add to that modernising such a legacy brand!
Diane is the founder of the company—she has amazing understanding of what women want and how they feel and how they dress,” Saunders says. “…it’s been an amazing position to walk into and it’s quite a good challenge.