In her first outing as a “teacher,” the designer talks about success, failure, brand-building and visual merchandising.
Diane von Furstenberg says that she’s only been able to survive the fashion game this long because she “did instinctively what is now being taught.” They say you can’t teach instinct, but that hasn’t stopped von Furstenberg from partnering with MasterClass to teach everything else that she’s learned about building a fashion brand.
The iconic fashion designer, 70, has signed on with the online educational platform for a new class, and judging by the trailer, which includes her above comments, she will focus less on instinct and more on breaking down her entire process, including marketing, branding, packaging, visual merchandising, logo design and how to make a name for yourself in the industry. The class is currently available for pre-enrollment starting today and will officially launch this summer. (All MasterClass offerings are $90 a pop.)
“It is a class about building a fashion brand, but it is also about designing your life,” she says.
It’s a good get for MasterClass as it marks the start-up’s first foray into fashion following a series of classes featuring other high-profile professionals. She joins a roster that includes Christina Aguilera (singing), Kevin Spacey (acting), Usher (performance), Gordon Ramsay (cooking), Serena Williams (tennis), James Patterson (writing), Dustin Hoffman (acting), Werner Herzog (filmmaking), Aaron Sorkin (screenwriting), Reba McEntire (country music), Deadmau5 (music production), Hans Zimmer (film scoring), Shonda Rhimes (television writing), and Steve Martin (comedy). Soon to come are Frank Gehry (design and architecture) and David Mamet (dramatic writing).
Launched in 2015, the San Francisco-based MasterClass was founded on the idea that everyone should have “access to genius.” Each class offers video lessons, interactive exercises, a series of course materials, peer interaction and other activities.
The full trailer advertising her new class is below and offers her first lesson — free of charge. “You have to be close to who you are, what you want, how you want it, because all through your career, the closer you put the product to the consumer and the more authentic you are, the longer you will last.”