Last week, Diane von Furstenberg celebrated International Women's Day with special events across the United States meant to empower women.
The brand is also hosting an in-store event in Los Angles and will have guest speakers and performances. A portion of the profits made in the retail location from March 8–15 will be donated to a women’s charity.
“[Ms. von Furstenberg's] personal message becomes a strength to her brand that creates a genuine concern about an issue that many women face,” said Kimmie Smith, designer, style expert, on-air personality and founder/editor in chief of Kitten Lounge, New York.
“It's important to know that the designer of the brand, who also happens to be female, wants her customers to be conscious of supporting this issue so that it helps all women regardless of who we are and where we are,” she said.
“It allows us to come together as women as we all face the need to be aware and support others within our gender regardless of race, class or other demographics.”
The brand had a similar Women’s Day events last week in New York, Las Vegas, Coral Gables, FL, and Bal Harbour.
International Women’s Day
International Women’s Day 2011 was celebrated on March 8 and is considered a national holiday in some countries.
Women’s Day is a day designed to recognize the change and attitudinal shifts in society’s thoughts about women’s equity.
Diane von Furstenberg’s next event takes place at the brand’s retail location in Los Angeles from 6 p.m. – 8 p.m on March 14.
There are performances by musician Jenny O and the event will feature special guests Alyse Nelson, president/CEO of Vital Voices Global Partnership and Phelicia Dell, a Hatian entrepreneur and activist.
Vital Voices is an organization that works with women around the world to build leaders and empower women. Ms. Von Fustenberg is a board member.
Ten percent of the proceeds that the Los Angeles Diane von Furstenberg boutique earns between March 8 – 15 will be donated to Vital Voices. There have been similar initiatives in the other locations.
These initiatives not only draw people in-store, but encourage customers to buy branded products with a good-karma incentive.
“DVF's customer base has the luxury of wearing a designer brand whose founder lives, breathes and believes in the importance of empowering women,” Ms. Smith said.
“Diane von Furstenberg knows that in today's society as connected as we are technologically, we do face marginalization and it's important that we have a reclamation which comes in highlighting the issue as well as sharing it with others for support," she said.
“This is something that I have seen her do with her team and the sense of community that they have in believing her message trickles down to those who wear her label.”
DVF’s empowerment initiatives
Women’s rights are extremely important to Ms. von Furstenberg
The creative designer is involved with many women’s charities and works to empower other women in every industry.
On March 10, Ms. von Furstenberg was a part of Women in the World, an event with Daily Beast, which brought together influential women around the world who sought to call attention to fight child marriage, rape in war zones, sex trafficking and other challenges facing women and young girls.
The brand also has its DVF Awards, where customers can vote on the world’s most inspiring women who have gone through tremendous struggle throughout their lives. The awards took place March 11.
Additionally, the brand’s mobile application features a “Proud to be a Woman” album, where consumers can download music from women performers to benefit Vital Voices.
As the brand’s customers are women, these initiatives are able to resonate with consumers all over the world.
These initiatives undoubtedly add value to the brand because the face of the company can clearly relate to the struggles that some of the customers are dealing with on a daily basis.
Furthermore, even if customers are not faced with gender issues, they can still connect with the brand by trying to help those in need.
“I remember attending Diane Von Furstenberg's breakfast for her inclusion on the Fashion Walk of Fame,” Ms. Smith said. “To hear her story about coming to this country as a young woman with a dream and doing what she desired most was inspiring.
“She believed in staying true to herself and creating a line that regardless of body types - it worked for everyone,” she said. “That in and of itself is empowering to those who wear the brand and those that may not but believe in that message.
"By having an event geared towards the empowerment of women, it just establishes one of her core components that makes the brand what it is."
Final Take
Women in the World 2010
Rachel Lamb is an editorial assistant at Luxury Daily. Reach her at rachel@napean.com.