Diane von Furstenberg announced Friday that Graziano de Boni would assume the chief executive position, succeeding Gabby Hirata.
De Boni, who previously held roles at Philipp Plein, Armani and Prada, joined the business in October 2023 and was tasked with developing a product and brand strategy for the brand which has been plagued by financial losses. De Boni reports to the DVF Board.
The company announced that by year-end, all business operations will be handled in-house.
”Regaining control of the design and narrative of our brand was the first necessary step to reimagining our business model for the future,” said de Boni in a statement.
The business pivoted to a digital-first and China-focused wholesale strategy in 2020 after years of declining sales and operational restructuring. This strategy meant that Glamel Trading Limited was responsible for the manufacturing and merchandising for the DVF label. The business generated profit in 2021 for the first time in over a decade.
Under de Boni’s leadership, DVF will maintain a relationship with Glamel, with the former continuing to “distribute DVF in greater China for many years to come,” designer Diane von Furstenberg said.
Learn more:
The BoF Podcast | Diane von Furstenberg on the Power of a Little Dress
Diane von Furstenberg looks back on her barrier-breaking career with longtime friend Deepak Chopra at BoF VOICES 2023.
