This morning, American Express announced that fashion designer Diane von Furstenberg will be the new face of the company’s major forthcoming advertising campaign. The commercial, which was directed by Bennett Miller (Capote), is scheduled to air during the Academy Awards on Sunday, Feb 24. Accompanying the television spots will be a print campaign photographed by Annie Leibovitz.
“Women inspire me and I inspire them to be independent and free which is how I feel when I use my American Express Card,” said Ms. Von Furstenberg of her involvement. “American Express represents a sign of independence and freedom and if you have your card, you can do anything.”
The full release follows; click on the video above to watch her address to a Women@Google meeting in late 2006 (it’s 50 minutes long, so feel free to skip around).
ACCLAIMED FASHION DESIGNER DIANE VON FURSTENBERG JOINS AMERICAN EXPRESS’ “ARE YOU A CARDMEMBER®?” CAMPAIGN
American Express to premiere spot, directed by Bennett Miller, during the 2008 Academy Award® broadcast on February 24th on ABC
NEW YORK (February 19, 2008) – American Express today announced that acclaimed fashion designer Diane Von Furstenberg will join the company’s “Are you a Cardmember?” communications campaign which features extraordinary Cardmembers telling their stories, while illustrating what it means to be an American Express® Cardmember. The television spot will debut during the 2008 Academy Award broadcast on February 24th on ABC.
The artistic spot opens with a collection of personal scenes around Von Furstenberg’s home and in her studio as she reveals how through fashion, she became the woman she wanted to be. As beautiful images capture the inspirations in her life, she expresses that her role in fashion is to make women feel more confident. The spot was directed by Bennett Miller, praised for his direction of the film “Capote” in 2005, and reflects the essence of creative collaboration in storytelling. Von Furstenberg’s national campaign will include a print advertisement shot by legendary photographer Annie Leibovitz.
“Women inspire me and I inspire them to be independent and free which is how I feel when I use my American Express Card,” said Von Furstenberg. “American Express represents a sign of independence and freedom and if you have your card, you can do anything."
“Diane Von Furstenberg is iconic and truly a timeless legend within the fashion industry,” said Deborah Curtis, Vice President of Advertising, American Express. “Diane enabled us to capture the things in her life that drive her creativity and passion. We know that her sense of individuality and empowerment will inspire and resonate with women everywhere – and that confidence is the essence of what it means to be a Cardmember.”
Earlier this month, American Express brought unparalleled fashion access and experiences to Cardmembers and fashion fans around the world through a variety of events and initiatives rolled out at Mercedes-Benz Fashion Week. Through the launch of the “American Express Fashion Network,” at http://www.americanexpress.com/style, people had access to live, exclusive, never-before-seen views of Mercedes-Benz Fashion Week which enabled them to see the industry-only event unfold before their eyes with multi-dimensional views from the runways and throughout the tents, as well as interviews and insights from designers and other industry insiders before and after the shows. Videos of the shows, interviews and backstage excitement are currently accessible on the site for all to enjoy.
Additionally, American Express gave access to Gold Card members, Platinum Card® members and Centurion® Card members to view the shows on-site at Mercedes-Benz Fashion Week from the American Express Skybox.
In support of fashion designers and the future of the industry, American Express has become a supporter of the Council of Fashion Designers of America (CFDA) with a donation of $500,000 to the CFDA/Vogue Fashion Fund (CVFF). The CVFF was established to help emerging American design talent find continued success in the business of fashion.