A Big-Name Designer Gets a Major Makeover

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Since taking creative control of Diane von Furstenberg in 2016, Scottish fashion designer Jonathan Saunders has implemented a number of aesthetic changes to the brand. The latest? The fashion house’s logo and site revamp.

Jonathan Saunders attends a dinner in his honor onNovember 10, 2016. Photo: by Stefanie Keenan/Getty Images for DVF
Jonathan Saunders attends a dinner in his honor in November. (Photo: Stefanie Keenan/Getty Images for DVF)

The brand uploaded a series of Instagram posts of its new logo, in which its name is featured in sans serif typeface, spelled out in two lines, and set against yellow, blue, and red backgrounds.

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This new, bright logo is a dramatic departure from the label’s former refined emblem, which featured just the “DVF” initials:

The Diane von Furstenberg website has also been updated, with the new logo prominently displayed throughout and canary yellow accents featured on multiple landing pages. The homepage displays a message informing shoppers that Saunders’s spring 2017 collection is now available for preorder.

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Given Saunders’s efforts to reshape the brand since taking control, the updates are almost expected at this point. He took the label off the New York Fashion Week calendar — instead orchestrating by-request editor appointments to display his first collection for DVF for spring/summer 2017 — incorporated new, fresh designs into the mix, and effectively transformed the house into a more contemporary label.

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At the time of Saunders’s appointment, Diane von Furstenberg offered him nothing but praise. “Jonathan’s extraordinary passion for colors 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,” she said in a release.

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The famous 70-year-old Belgian-American fashion designer also approved of Saunders’s first collection for the brand.

Jonathan Saunders designed an eclectic Spring/Summer 2017 collection. (Photo: dvf.com)
Saunders designed an eclectic spring/summer 2017 collection. (Photo: dvf.com)

Furstenberg told Women’s Wear Daily, “I am very happy with the collection. He [Saunders] is an intelligent designer and very confident in his aesthetic.”

We reached out to DVF regarding the changes and will update when we hear back.

Related: Jonathan Saunders Is Diane Von Furstenberg’s New Chief Creative Officer

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