Diane von Furstenberg changed women's fashion forever with the creation of the wrap dress 40 years ago. The designer has been celebrating the iconic style's milestone birthday all year, but the festivities are slated to continue with a year-long digital campaign called "Journey of a Dress."
According to Fashionista, the campaign will star influential models, actresses, and fashion bloggers, including Coco Rocha and Emma Roberts, who have been charged with "documenting their experiences while wearing their wrap dresses on social media." Rocha was the first A-lister to journey with her wrap dress, an experience that she chronicled on Instagram during Fashion Month Fall 2014.
"Journey of a Dress" has a Sisterhood of the Traveling Pants vibe, as WWD pointed out, which exactly why we LOVE this idea. What a great way to make high-fashion feel wearable and real — the exact ethos of the wrap dress to begin with! We love when a fashion brand incorporates social media into advertising in a way that feels smart and clever and now. "Journey of a Dress" does just that by tapping in to our desire to see what celebrities and models do in their daily lives and making us feel like that lifestyle is within reach.
Fashionista tells us to look out for "Instagrams and tweets, along with written content and monthly webisodes on DVF’s website and YouTube channel." If you're a serious wrap dress enthusiast, you might also want to check out the "Journey of a Dress" exhibit currently on display at LACMA.