Jonathan Saunders has "updated" the Diane von Furstenberg label to suit younger women.
Jonathan Saunders
The 40-year-old fashion designer was appointed the Chief Creative Officer of the designer brand, which is also known as DvF, in May last year, and the creative mastermind doesn't believe he has "reinvented" the company but has taken it into a direction in a bid to appeal to all generations of females instead.
Speaking to Net-A-Porter's The Edit about his debut collection and the helming the fashion house, which was previously set up by 70-year-old Diane von Furstenberg, he said: "I haven't reinvented her so much as updated the designs to make them relevant to young women today."
The fashion icon has revealed he has altered the length of the brand's signature staple of the wrap dress, and has emblazoned them with "bold" patterns in a bid to "modernise" the garment.
He explained: "So I took it in its original iteration and modernized it by making it mid-calf, for instance, or creating it out of bold floral patterns."
And the Scottish mogul - who closed his eponymous label in 2015 - was focused on achieving "sensuality, femininity, and freedom" in his capsule merged with a "sense of ease".
He explained: "Ultimately, my goal was to achieve a sense of sensuality, femininity and freedom, balanced with an everyday sense of ease. Because, to me, that is what the wrap dress represents."
Meanwhile Jonathan, who has had to report to CEO Paolo Riva, has admitted he was "thrilled" to be selected of DvF's "next chapter".
Speaking at the time he was announced he would be taking over, he said: "The spirit with which this brand was founded is incredibly relevant today. I am thrilled to be part of its next chapter. 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."
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