May 30, 2019 | By Louise Squire
May 16, 2016
As ever when a designer leaves a big name luxury brand or even more shocking, announces to the world that he is closing his namesake label, the fashion world theorises about what the designer’s next step will be. Full retirement? Taking over another label? Launching a perfume line?
In the case of Jonathan Saunders the news was even more shocking, he had received investment in his line earlier in the year and things were looking up. So when it was announced last December that he was resigning and closing his fashion label, it was definitely one of those shock moments.
And now the Scottish designer has shocked us again with news that he is to become the creative director of Diane Von Furstenberg. Speaking about the appointment he said:
“Diane has a unique ability to deeply connect with women and I am excited to be working with Paolo on the future of the brand, ”
“The spirit with which this brand was founded is incredibly relevant today. I am thrilled to be part of its next chapter,” he added.
While Diane herself broke the news with the statement:
“Jonathan’s extraordinary passion for colours and prints, his effortless designs, and his desire to make women feel beautiful make him the perfect creative force to lead DVF into the future.
“I could not have found a cooler, more intelligent designer and I cannot wait to watch him shine as our chief creative officer.”
DVF, the brand, appeared on our fashion consciousness back in 1972, with the arrival of her unique womenswear designs, pinned on the huge success of her wrap dress. Diane was on the cover of TIME magazine and signified a real moment in fashion, as women embraced their femininity and celebrated the fact that they were women on the go, and they wanted stylish items that moved with them. The iconic DVF prints have been the brand’s calling card from the very beginning, it makes sense then to have Saunders on board, a designer who truly gets prints and graphics.
“With DVF’s signature graphic designs and Jonathan Saunders cool, creative vision, the outcome will be a bountiful of print and pattern craftmanship,” says WGSN’s Senior Editor of Prints and Graphics.
“Both have a passion for print and colour but Saunders will offer a refreshing, youthful energy to the global luxury brand. I’m looking forward to watching the next chapter of statement-making designs.”
More importantly, the appointment is a true investment in this talented designer.
“The announcement of Jonathan Saunders’ appointment as CCO for DVF comes as a welcome surprise,” says WGSN’s Catwalk Team.
“As a team, we were extremely saddened to hear of the closure of his eponymous label but are thrilled that he will be able to take his well-founded expertise in design, to a brand that obviously values him as a true creative even before he begins his role. Diane Von Furstenberg’s words “watch him shine” are a welcoming attribute.”
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