For a decade, Alexandra Von Furstenberg was the Creative and Image director at the fashion house, Diane Von Furstenberg. After relocating to Los Angeles in 2006, Von Furstenberg decided to change her design focus from fashion to furniture. Last March, Alexandra Von Furstenberg launched her first collection of home design, a series of objects and furniture in neon acrylic. This spring, she took a more subdued approach, using tinted grays and smoky hues. We had the chance to speak to the West coast designer about her latest limited edition collection.
WHITEWALL: You worked as creative director and later director of image at DVF. What prompted your switch from fashion to design?
ALEXANDRA VON FURSTENBERG: My love for home style and décor. It gives me such pleasure to style my environment – it was a natural evolution. Whitewall had the chan
WW: The use of Lucite and acrylic are a nod to the seventies, similar to the wrap dresses you helped to launch in 1995. How has your time at DVF influenced your designs for AVF?
AVF: As a designer, everything around me is an influence. I look at everything – fashion, architecture, travel, nature – then take it in and get inspired.
WW: You’ve said your use of acrylic is referential the seventies, but it also is rather durable. Is functionality important to you when it comes to design?
AVF: Yes – one doesn’t work without the other. Furniture has to be functional, well-made, and beautiful.
WW: Both lines are quite geometrical, which can be seen as cold and minimalist. With your first line, however, the bright colors and neons made the objects welcoming and fun. Do you like playing with contrasts?
AVF: Yes, definitely. The use of bright neon was important in the first collection, but I knew immediately that I wanted to go in a completely different direction for 2009. Minimalist furniture or décor is the hardest style to achieve correctly – done right it leaves you only the purest form of design to admire.
WW: Your new line uses mirrors and tinted acrylic. What made you want to work with mirror – a new material in your work – and return to acrylic as well?
AVF: The thinking behind doing a collection every March is to allow the collection to progress and grow – adding a second layer to the acrylic contrasted beautifully. I knew I wanted to work with acrylic again but the mirror takes the pieces in a completely new direction.
WW: The smoky tint of the objects is more subdued than your previous line. It offers a sophisticated austerity. What made you go in that direction?
AVF: The first collection was about color and luminescence. I wanted 2009 to be sultry and strong.
WW: What made you choose West Hollywood as a location for the boutique?
AVF: It was the right place to be – it is where most home design showrooms and stores are in Los Angeles.
WW: Why did you want to limit the number of pieces? Would you ever care to design for a mass audience?
AVF: I keep it limited and each piece signed because I want to offer unique, carefully crafted collectables to my customer – quality and attention to detail is important. Everyone wants to feel as if they have something unique and special. A limited collection also allows me to stay progressive and current as a designer.
