Along with de Boni’s Appointment, the Revitalized Brand Consolidates Control Over Its Design and Narrative
Diane von Furstenberg and Chief Executive Officer Graziano de Boni have confirmed that by the end of 2024, the operations of the designer’s 52-year-old eponymous brand will once again be managed in-house. This strategic shift aims to reinvigorate the brand’s future by consolidating control over its design and narrative, reflecting its rich legacy and adapting to today’s retail landscape.
Graziano de Boni, who joined DVF as CEO in October 2023, is tasked with overseeing all aspects of the business and reports directly to the DVF Board. Reflecting on his initial months at the brand, de Boni shared, “When I joined DVF 10 months ago, I was asked to develop a plan for the legacy of the brand. Immersing myself into the history of DVF, I found not only the iconic wrap dress that continues to sell after 50 years, but also a vast archive of prints and fabrics that revealed a unique and strong design vocabulary. Furthermore, I was amazed by the richness and breadth of content material and by the authentic personal relationship multi-generational women have with DVF. All of this is very relevant for today’s digital-first landscape of retail and social media. Regaining control of the design and narrative of our brand was the first necessary step to reimagining our business model for the future.”
Diane von Furstenberg echoed de Boni’s sentiment, highlighting the importance of bringing operations back under the company’s direct management. “Graziano has spent considerable time this year working with the product and focusing on building the brand strategy. To execute on this strategy, it was necessary that our operations return in-house. I am very excited to support Graziano’s leadership redesigning the company as he surrounds himself with talent that understands the zeitgeist of today and respects and appreciates the richness of the assets of the past,” she stated.
While DVF looks forward to regaining in-house control, the brand is also acknowledging the efforts of its Chinese distributor, Glamel, which has managed DVF’s global business since 2020. Von Furstenberg expressed her gratitude, saying, “I am very grateful to Glamel, our Chinese distributor, who has managed the global business of DVF from the end of 2020 to present and look forward to our continued relationship, as they continue to distribute DVF in greater China for many years to come.”
Prior to his role at DVF, Graziano de Boni held senior leadership positions at major luxury brands such as Valentino, Prada, and Armani, before founding de Boni Consulting in 2018. His experience is expected to play a pivotal role in steering DVF through this new chapter, combining the brand’s historic influence with modern strategies.
