Shirley Cook, the founding CEO of Proenza Schouler, says that she is more or less doing everything differently for Dyvna, her new dress collection.
, got plenty of fashion show experience before she left that company in 2015, but she’s deemed the runway unnecessary for Dyvna, her new dress collection.
Cook is doing more or less everything differently at Dyvna. To start, she’s set up the company as an equity partnership. “Everybody owns part of the company, so everybody has a stake in the company,” she explains. “When you have a stake you have a whole new level of pride, and incentive to make the company as profitable as possible.” She’s also keeping her wholesale operation streamlined, selling only to Nordstrom and Net-a-Porter. “I wanted partnerships with people I know.
Here’s where it gets interesting: The average price for a Dyvna dress is $500, which is a significant savings from the four-figure frocks Ford and Browne and other high-end designers like Proenza Schouler are offering, even though Dyvna dresses boast high-end designer touches, including custom prints developed in France, covered buttons, and bound seams.
With an eight-month-old baby and a peripatetic lifestyle , Cook was looking for simplicity when she started concepting this brand. “I don’t want an overwhelming closet anymore,” she says. That’s why the shapes are classic—there’s a 1940s silhouette, a sporty jumpsuit, a tunic that can be worn with or without matching pants, etc.—and why the ones that prove successful will come back season after season in new fabrics and prints.
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