Diane Throws a Party to Penetrate Her Designs in Asia
Last year von Fursenberg made promises to her loyal fans. A promise to throw a Red Ball in China this year, just a week before her retrospective art and fashion show, “Journey of a Dress,” which will open at the Pace Gallery in Beijing.
The much anticipated event was a black-tie affair that was attended by more than 600 guests. The guest list included artists, business tycoons, fashionistas and movie stars – from East to West.Hollywood stars like Jessica Alba and Wendi Murdoch were in attendance as well as China’s own movie and fashion stars, Zhang Ziyi and Du Juan.
The “Red Ball” as held on the grounds on an old pipe factory outside of Shanghai which is now home to the studio of one of China’s wealthiest and most celebrated artists, Zhang Huan. Von Furstenberg made sure that it was known that this was HER event.
Chinese lanterns had Ms. von Furstenberg’s iconic design prints while vibrant red jars were arranged on the grounds in the shape of the well recognized DVF logo.
This event showed what a brilliant business woman Diane truly is. She used her knowledge to understand how the current Chinese fashion market is packed with European brands. Diane, someone who has always been known as a leading American fashion character, knows it’s time for American desginers to penetrate to Asia. She sees the market and puts her hands on it immediately. According to her website, Diane already has two stores in China, one in Beijing and one in Shanghai. I think hosting her Red Ball is a successful way to gain popularity and get her name out there to increase sales and increase her presence in China.
According to Sophie Sheikh, owner of a boutique fashion PR company called Preo PR and author of The Pocket Guide to Fashion PR, one of the most important things in fashion public relations is sending and receiving of products to and from your target media. She says in her book, “Remember, each label, sticker and docket is free advertising for your brand, ensure your products clearly exhibit your brand name. You are raising awareness of your label every time you send out a delivery.”
For this event, von Furstenberg utilized this concept with the chinese lanterns that had Ms. von Furstenberg’s
iconic design prints as well as the red jars thatwere arranged on the ground in the shape of the DVF logo. (See below).