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Finally! DVF Soho Is Now Open

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Image via WWD

It feels like forever since the first murmurs of a DVF store in Soho started going around, but now—today—the store has finally arrived. Wrap dresses for all! The store also marks a new mantra for DVF: "We mean business." She explains to WWD that when she initially started out in her 20s, the slogan was "American Dream," and when she made her comeback in the nineties, it was "Comeback Kid." Now, the new mantra reflects the changes the line has recently undergone, which include a remodeled website, last spring's arrival of Yvan Mispelaere, the company's creative director, and of course, the brand new Soho store.

Inside the shop, there's exposed brick walls, wooden floors made from reclaimed barn wood, and all of the minx-y dresses and prints you could ever want to get your hands on. There's also a rendition of the manifesto wall that appeared at her "Journey of a Dress" exhibition in Beijing that bears even more mantras, like "BE the woman you want to be" and "Glamour Shine Confidence." While that's normally something we'd scoff at, it's DVF, and she can do whatever she wants to her own walls, kitsch as it may be.

In addition to all that, the accessories area is designed to feel like the closet of dreams: Sharp, white shadowboxes each bear a single purse, all stacked up on top of each other in an area with plush, pink carpeting. The shoes are displayed the same way, alongside racks of ready-to-wear that hang along the walls and on fixtures set up in the center of the store.

There's also five plasma-screen TVs hanging throughout that play ad campaigns, runway shows, and behind-the-scenes DVF footage. One of them is even linked directly to Twitter, so customers can tweet their excitement over their new purchases right there on the spot.
· Diane von Furstenberg Means Business in SoHo [WWD, subscription req'd]
· The First Signs of DVF Soho Have Appeared [Racked NY]
· Early Contender for Biggest News of the Day: DVF to Dress Soho [Racked NY]

Diane von Furstenberg

135 Wooster Street New York NY 10012