Jonathan Saunders took over creative direction of Diane von Furstenberg, the brand, from Diane von Furstenberg, the person, last May, and his impact was felt immediately. Following a theatrical (and crowded) fall 2016 presentation, the iconic American brand that celebrates female empowerment took a season off from the New York Fashion Week calendar, opting instead to hold calm, by-request editor appointments. The clothing was widely acclaimed, with Saunders's playful, pattern-heavy touch prevalent throughout his debut spring 2017 collection. (The company's first-ever CEO, Paolo Riva, also resigned after just 18 months.) DVF has made it abundantly clear, both via Saunders's designs and its broader messaging, that it had officially hit the reset button.
And on Thursday, DVF took its reboot one step further, debuting a new logo and a relaunched website. The brand made the announcement — where else? — on Instagram, showcasing a simple sans-serif typeface that's slightly reminiscent of Saint Laurent, another rebranded label. (As well as a number of other millennial-favorite companies, including Glossier, Outdoor Voices, Mansur Gavriel and Thinx.) Meanwhile, the website is clean and image-heavy, with the same canary yellow from the logo used throughout; it's a cheery, crisp color that has Saunders's sartorial DNA all over it. And it's not pink!
It's not yet clear whether DVF will return to its runway slot this coming NYFW — a spokesperson for DVF was not immediately available for comment — but its timing with this sleek, contemporary relaunch seems strategic. Fashion month is just a few weeks away, and that's just the right amount of time needed to drum up industry chatter.