The DVF Experiment: One Dress, One Blog, 30 Days


Ever since Diane von Furstenberg debuted her famous wrap dress in the 1970s, women across the world have celebrated its utter perfection. Sexy yet sophisticated, work appropriate yet fun enough for a night out, the dress seems to morph into whatever you could want at any time.

Caitlin Gallagher, a writer living in Cambridge, Massachusetts, believed so much in the power of the wrap dress that she decided to embark on a little project called The DVF Experiment –a designer-themed version of The Uniform Project, one woman’s pledge to wear “one dress for one year as an exercise in sustainable fashion.” The creator of the Uniform Project aimed to recreate different looks by wearing one dress, accessorizing it differently throughout the year. Caitlin Gallagher, on the other hand, had no intention on creating different looks. Her experiment, while also about one dress, was about one look. Plain and simple, she was rocking the wrap dress.

One dress, one blog, 30 days: Gallagher vowed to wear what she calls the “world’s most versatile dress” (a black DVF wrap dress) for an entire month. Each day she updated her blog with photographs of her wearing the dress in different — sometimes strange — locations. Baseball games, meetings, a Boston brewery, a wedding; she donned the dress every place imaginable.

The blog, which began as having 13 readers on its first day, skyrocketed to an impressive 700 readers per day in a matter of weeks. And after positing a link to her site on the DVF Facebook page, Gallagher’s story caught the attention of the designer herself who apparently “loved it.” What began as an excuse to wear her favorite dress as much as humanly possible was now being talked about in the DVF offices, linked to DVF’s site, and tweeted about by Diane herself.

“If you believe that word of mouth is the best way to communicate, who could give a better reputation to the wrap dress than Caitlin’s experiment?,” DVF said in an e-mail about Gallagher’s blog. “What fun and how extremely flattering for me, my work and my dress!”

Her experiment ends tomorrow, and while the dress will take a much needed hiatus for a trip to the cleaners, she insists that a month of it has not led her to want to put it away for good. In fact, wearing it every day has only convince her of its greatness even more. The dress, which she claims helped to hide her “muffin top,” highlight her collar bones, and give her a healthy dose of self-confidence, will continue to remain a staple in her closet. As die-hard DVF fans ourselves, we agree in the dress’ power.

And in case you’re wondering (because we were) how often she dry cleaned the dress during the experiment, well, not enough as often as she should have, she admitted to Boston.com. “That’s why Febreze was invented,” she said.

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