DIANE
VON
FURSTEN

BERG

Karlie Kloss. A young woman with curly red hair looks over the top of her sunglasses, which she is holding with her hand, revealing her blue eyes.

UNAPOLOGETICALLY DVF

DVF’s mantra is simple: Be the woman you want to be.

For Spring/Summer, David Boxser and team brought this philosophy to life with a campaign starring Karlie Kloss — combining a digital-first strategy with a fresh, elevated creative direction. Spanning print, digital, video, out-of-home, and e-commerce editorial, the campaign unfolded as a seamless narrative across every platform.
At the core was a celebration of the modern woman — multidimensional, unapologetic, and beautifully herself. Shot by renowned photographer Angelo Pennetta, styled by Diane von Furstenberg herself, and creatively directed by SGC member Cherlyn Russo, the work blended authenticity with sophistication, reflecting both the spirit of the brand and the women it speaks to.

The result was more than just a campaign — it became a rallying cry: #YouBeYou.

The work resonated far beyond the season, reasserting DVF as a brand that continues to define femininity on its own terms — bold, multidimensional, and unmistakably modern.

Campaign Strategy
Campaign Concepting
Production Management
Art Direction
Editorial
Look Book Photography
Content Creation

SGC MEMBERS:
Cherlyn Russo
David Boxser
Natalee Ranii Dropcho

PARTNERS:
Diane Von Furstenberg
Karlie Kloss
Angelo Penetta
Alldayeveryday
DVF Marketing Team

DVF with Karlie Kloss. Open magazine featuring a woman in a pink patterned dress sitting on a green velvet couch with a bright orange handbag. Background has colorful, intricate textile patterns. Overlaid text reads 'Work Magic' and 'Play Cool.'
Image shows a smartphone displaying two fashion advertisements for DVF, one with floral pattern and the phrase 'Self Taught' and the other with a woman in patterned clothing and the phrase 'Self Made'.
DVF Campaign with Karlie Kloss. Woman in a pink patterned dress sitting on a black velvet sofa with an orange handbag, vibrant colorful wall background.

"On a personal level, I know that the #YouBeYou attitude is about celebrating the achievements and adventures of others instead of comparing ourselves. There are so many inspiring women in my life, one of them being Diane Von Furstenberg. Many people inspire me and have taught me to push myself in every one of my convictions," Karlie Kloss. 

DVF. Karlie Kloss. A yellow New York City taxi cab with an advertisement on its roof displaying a woman with a handbag and jewelry, and the words '#YOU and BE YOU'.
DVF Karlie Kloss. City street scene with a yellow taxi cab and a billboard on top advertising fashion, featuring a woman with a handbag and colorful designs.
A female model walks on a runway during a fashion show, wearing a pink and patterned dress with ruffled sleeves, sandals, and pink flowers in her hair.
Model walking down the runway during a fashion show, wearing a cream-colored outfit with gold embroidery and pink heels, with an audience watching on the side.
A female model walks down a runway during a fashion show, wearing a sleeveless, patterned dress with a deep neckline and floral design, paired with purple high heels and holding a small fringed clutch.
Screenshot of a mobile phone displaying a webpage from Women’s Wear Daily about a video featuring Diane von Furstenberg and Karlie Kloss discussing female empowerment in a spring campaign, with images of Karlie Kloss in colorful outfits.
Screenshot of a teenVOGUE article titled "Karlie Kloss's Newest Ad Campaign Is All About Female Empowerment" by Tyler McCall, with a photo of Karlie Kloss in a pink and black patterned outfit at the bottom.
A smartphone screen displaying an article from elle.com titled 'So This Is Karlie Kloss's Secret to Hyper Productivity' by Kristina Rodulfo, featuring a photograph of a woman with wavy blonde hair and red lipstick, set against a floral background.
A woman sitting at a glass desk in an office, with a notebook, pens, and a coffee cup, wearing a white jacket and white pants, looking at the camera.

ELEVATED EDITORIAL

To extend the narrative of the campaign, David and team shot six months worth of images to live as editorial assets across DVF.com and email.

A woman with long brown hair and fair skin is reclining in a black office chair on a cream-colored shaggy rug. She is wearing a blue dress with sheer, patterned sleeves and a collared shirt underneath. She is barefoot and has a white handbag with a colorful handle resting beside her. The background features a red sofa and a dark wooden floor.
Young woman with long brown hair wearing a white dress and black leather jacket sitting on a beige sofa in a room with light-colored curtains, holding a snakeskin-patterned clutch.
A woman with short brown hair wearing a navy blue outfit is holding a yellow clutch purse in front of her face. She has three crossbody bags in yellow, white, and orange, and is standing next to a red velvet armchair against a blue wall.
A young woman with wavy hair in a red dress sitting on a wooden bench in front of beige curtains, holding a white handbag and wearing beige high heels.
Two women wearing patterned dresses and holding clutch bags stand in front of a colorful floral backdrop with potted plants around them.