This is the second iteration of TVF for DVF—a capsule collection designed by Talita von Fustenberg. The collection targets a younger customer with flirty, trend-based silhouettes at a lower price point. The campaign, along with the E-commerce images and social content, were all shot simultaneously at Diane von Furstenberg’s home, Cloudwalk.

TVF for DVF E-commerce

In order to create a different experience for the online shopper, the e-commerce images were shot outside against linen sheets and included some of the greenery and foliage on the property. Because the TVF for DVF e-commerce experience lives on DVF.com, it was important to create both distinct and elevated portraits.

While art directing these e-commerce images, it was important to focus on the unique details of the clothes. Print, pattern, and fabric are important features of the capsule—as is the feeling of ease and accessibility of each piece.

The images were used across all platforms. E-commerce images were incorporated into emails as well as on social media to create a cohesive look and feel.

TVF for DVf: emails

The Launch

This email was meant to be an introduction to the collection and to reflect Talita’s inspiration for the collection.

The raw edges of the photos combined with textural borders brought to life the visually tactile elements to communicate the elevated, outdoorsy, rustic tone of the campaign.

The use of butterflies helped to communicate the younger, more whimsical aspects of Talita and her collection and were pulled directly from prints across the collection.

Sweaters

The second email showcased a new feature of the TVF for DVF collection: Sweaters. As a highlight for Talita, it was important to capture the different styles through campaign, and e-commerce images.

Textures were an essential part of the design and were illustrated by working in pieces of the landscape as well as the textures of the sweaters themselves.

How to Style

How to Style A key aspect of the campaign and its strategy was to showcase the versatility of the collection through “how to” styling with Talita and other influencers…one of whom was her cousin Olympia. They took a tour of Central Park and hit the streets of the Upper East Side pairing a few pieces from the collection with clothes from their own closets.

DUE TO THE GREAT SUCCESS OF THE CAMPAIGN, THE FINAL EMAIL FOR THE CAPSULE HAD TO BE CANCELED DUE TO LACK OF INVENTORY.