Jonathan Saunders SS16

Success in fashion isn’t necessarily dependent on talent and some of the most talented designers fail, especially when they’re UK-based. But now Jonathan Saunders is off to better financed climes with the news that he’s the new creative director at Diane von Furstenberg.

Saunders, a print and colour specialist, has had a roller coaster ride since starting his own label in 2003. With numerous different investors (including an ex-boss of mine), he looked to have made a breakthrough early last year when fashion ‘fairy godmother’ Eiesha Bharti Pasricha pumped money into the label. This was followed by Rupert Maunsell, Mary Katrantzou’s operations director, jumping ship to join as CEO. But it all came to nothing and the company closed for the last time a few months ago.

Now he has a major opportunity to make an impact with an American label with deep pockets and a global profile.

It’s also a label that shares his fondness for print and colour so it sounds like a good fit. In fact, it sound like a better fit than the Dior job that the rumour mill had linked him with until today.

Diane von Furstenberg said today: “Jonathan’s extraordinary passion for colours and prints, his effortless designs, and his desire to make women feel beautiful make him the perfect creative force to lead DVF into the future. I could not have found a cooler, more intelligent designer and I cannot wait to watch him shine as our chief creative officer.”