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Jonathan Saunders putting own stamp on classic DvF designs

Jonathan Saunders putting own stamp on classic DvF designs

Jonathan Saunders is feeling confident about the direction he is taking Diane von Furstenberg.

The Scottish designer was named as the first-ever chief creative officer of the designer's namesake label in May 2016, not long after he shuttered his own eponymous brand.

Over the last year, Saunders has made his mark at DvF, and promises that his upcoming collections won't just feature reiterations of von Furstenberg's famed knitted jersey wrap dress, first launched in 1974.

"You cannot take this brand into the future if you look at the wrap dress as a literal starting point," he told Elle.com. "Instead, I think about the essential qualities of that dress—sensuality and effortlessness, and how to translate them."

For the fall/winter 2017 collection presented in New York, Saunders mixed his signature prints with feminine silhouettes, including silk dress with handkerchief hemlines and striped skirts.

And while the designer is committed to remaining respectful of the label's heritage, he insists that von Furstenberg has handed has handed him full creative power.

"There's a way I wanted to work and a way I perceived my role—that I'm able to articulate a message for the brand across all touchpoints," he shared. "Diane has the self-confidence to understand that that's not disrespectful in any way."

Over the years, DvF has counted the likes of Gwyneth Paltrow, Madonna and Jennifer Lopez as loyal fans. But for his latest campaigns, Saunders is looking to engage with a new market and has tapped upcoming Norwegian model/musician Okay Kaya.

"She's not brash or in-your-face, but she's confident. And I think all of those qualities embody what I'm trying to say with the brand," he shared of the star.

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