I design for the woman who loves being a woman.

The line encapsulates Diane von Furstenberg’s long-stated design ethos: fashion as an instrument of confidence rather than disguise. By specifying “the woman who loves being a woman,” she frames her work as affirming femininity on the wearer’s own terms—celebrating sensuality, ease, and self-possession rather than dressing for external approval. The quote also aligns with her brand’s association with the wrap dress and with a broader late-20th-century discourse about women’s autonomy: clothing that supports movement, work, and desire simultaneously. Its significance lies in positioning femininity as a chosen, empowered identity and making the designer’s “ideal client” a psychological stance—self-acceptance—more than a demographic.