At Fashion Week in February, Diane von Furstenberg closed her runway show in a shower of glitter and a parade of gold wrap dresses to celebrate the 40th anniversary of her iconic design. Well, the party's not over yet.
Milking this anniversary for all it's worth, von Furstenberg has now launched what is going to be a year-long digital campaign to celebrate the wrap dress. It's called "Journey of a Dress" (there's also a LACMA exhibit on view of the same name), and as WWD accurately noted, it's kind of a high-fashion version of the "Sisterhood of the Traveling Pants." The designer has recruited a global lineup of models, actresses and style bloggers to take turns documenting their experiences while wearing their wrap dresses on social media (don't worry: the girls don't actually all have to wear the same dress).
Social-savvy model Coco Rocha got the first crack at it during Fall 2014 Fashion Month, with Emma Roberts, Jourdan Dunn and Chiara Ferragni among the other participants. Expect Instagrams and tweets, along with written content and monthly webisodes on DVF's website and YouTube channel. This campaign is nothing if not thorough.
While elaborate, this type of advertising has the potential to blend content with marketing in a truly effective way. Ideally, it will yield some entertaining behind-the-scenes footage of the style stars involved, independent of what they're wearing. Drawing consumers' attention to content that has value beyond the product itself is a counterintuitive but powerful way to gain new brand enthusiasts.