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Diane von Furstenberg Pre-Fall 2022

Diane von Furstenberg Pre-Fall 2022

It’s been three years since a Diane Von Furstenberg collection has cycled through the Vogue Runway feed, but don’t blame the pandemic. Team DVF has undergone a thorough restructuring, although it’s still a family affair. Talita Von Furstenberg, the founder’s 23-year-old granddaughter, is in the co-chairwoman seat, and Gabby Hirata, whose background is in production management, is its 33-year-old CEO. Together, the duo is reimagining the brand for young millennials and Gen Z.

Online since birth, their new target audience has grown up on images from the past. TVF and Hirata are making the most of that. The young Von Furstenberg recently appeared in an ad campaign reviving one of her grandmother’s original designs. Her Instagram post promoting the two-piece wrap top and flared pant set includes a Vogue photo of Cheryl Tiegs in the 1974 prototype. It’s also the last look in the slideshow here. There are many more vintage photos to recirculate as the seasons come and go.

But Talita is very much her grandmother’s granddaughter, happy in front of the camera and often in photogenic places. Meaning, the design team needn’t lean on the archive overmuch. What she likes and wears is likely to connect with her demographic. Floral and graphic prints are the brand’s message this season. There are wrap dresses, of course, but in the lookbook lineup, the most Talita-y dress would seem to be the hot pink and red polka dot babydoll. It’ll be fun on the dance floor this summer.

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