American Express announced last week a yearlong relationship with fashion designer Diane von Furstenberg to celebrate the 40th anniversary of her iconic wrap dress. The collaboration is designed to deliver exclusive experiences and memorable moments for American Express Card Members and fashion fans across the country from two industry forces dedicated to providing fashion consumers with digital innovation and unique shopping opportunities.
The companies kicked off their relationship at New York Fashion Week on Sunday, February 9th at 5PM EST when American Express UNSTAGED Fashion with DVF brought fans the digital front row view of von Furstenberg’s Fall 2014 collection, live streamed on AmexUnstaged.com and DVF.com.
Combining fashion and music, the exclusive event was set to a live musical performance by St. Vincent, who sang debut songs from her highly-anticipated new self-titled album, due out on February 25th on Loma Vista. American Express UNSTAGED was launched in partnership with Vevo, the world’s leading all-premium music video and entertainment platform, and YouTube in 2010, creating digital live streamed experiences that blur the lines between in person and at home.
“American Express and Diane von Furstenberg have a long history of collaboration and mutual admiration,” said John Hayes, chief marketing officer, American Express. “We are thrilled to partner, once again, to celebrate the journey of Diane’s iconic wrap dress. Diane is a true visionary, and we could not think of a better way to begin this relationship than by welcoming her into our American Express UNSTAGED family and sharing her designs with fans everywhere.”
“I am so excited to work with American Express and St. Vincent to create a wonderful experience for fashion and music lovers alike,” said Diane von Furstenberg. “It is a truly special way to celebrate the dress that started it all!”
Fans who tuned in to see American Express UNSTAGED Fashion with DVF had access to several pre-show, in-show and post-show digital features that blur the line between the at-home and front row experience. During the live stream on February 9th, fashion fans will have the opportunity to unlock an exclusive digital experience by tweeting with the hashtag #AmexUNSTAGED, a special performance by St. Vincent taking place following von Furstenberg’s Fall 2014 industry show in the Card Member Space at the American Express UNSTAGED Fashion with DVF event. Following the live performance, the full-length UNSTAGED event will be rebroadcast on AmexUnstaged.com for 24-hours and select songs from St. Vincent’s performance will also appear on AmexUnstaged.com and her Vevo page, http://www.vevo.com/artist/st-vincent.
