The renowned American designer brand Diane von Furstenberg (referred to as DVF) announced that its founder, Diane von Furstenberg, and the brand’s newly appointed CEO, Graziano de Boni, stated: “We are excited to announce that by the end of 2024, this 52-year-old brand will once again be managed and operated internally.”
At the same time, the brand will continue its partnership with Chinese distributor Glamel, which will be responsible for the distribution of DVF in the Greater China market for “many years to come.”
In 2020, DVF transitioned to a digital-first, China-centered wholesale strategy and signed a global business licensing agreement with Glamel, granting the latter full responsibility for managing the brand’s production and sales.
Graziano de Boni, who joined the brand in October 2023, oversees all aspects of the business and reports directly to the board. Since taking on this role, he has been developing a revitalization plan for the brand. Prior to this, he held executive positions at multiple luxury brands including Valentino, Prada, and Armani, and founded the consulting firm de Boni Consulting in 2018.
Graziano de Boni commented, “When I joined DVF 10 months ago, I was tasked with creating a plan for the brand’s legacy. After immersing myself in the history of DVF, I discovered not only the iconic wrap dress that has been a bestseller for 50 years but also an extensive archive of prints and fabrics that reveal the brand’s unique and powerful design language.”
“What also impressed me deeply was the richness and breadth of the brand’s content materials, as well as the authentic personal connections established with multiple generations of women. All of this is closely related to today’s digital-first retail and social media landscape. Taking back control of our brand’s design and narrative is the first step in reimagining our future business model,” added Graziano de Boni.
Diane von Furstenberg noted that Graziano de Boni has spent a great deal of time focusing on products and brand strategy since his arrival. “To execute this strategy, our operations must return in-house. I am pleased to support the company’s new planning under Graziano’s leadership, as he is surrounded by talent that understands the trends of today while respecting and appreciating the rich assets of the past.”
｜Source: Official Press Release, Retail in Asia
｜Image Credit: Brand Website
｜Editor: LeZhi
