American Express is extending its partnership with fashion designer Diane von Furstenberg for a loyalty offer to card members during Mercedes-Benz Fashion Week in New York.
American Express, who featured Diane von Furstenberg in its “Are You a Card Member?” campaign, is now sponsoring the designer’s New York show by letting card members purchase tickets to an exclusive event. The campaign was created by AmEx’s agency Ogilvy & Mather Worldwide.
The event on Wednesday, February 18, will let card members have access to a multiseason selection of designs. André Leon Talley, editor-at-large of Vogue, who will interview Von Furstenberg about her designs and business choices, will host the event. To promote the event, American Express is running ads on its site, sending e-mails to platinum and gold members and is selling tickets directly at www.americanexpress.com/entertainment.
“As a designer, it is very gratifying to share my design inspirations and engage directly with customers,” said Diane von Furstenberg in a statement. “Through my partnership with American Express, I can provide card members with a look behind the curtain.”
Proceeds for ticket sales will be donated to the CFDA/Vogue Fashion Fund (CVFF), a program (of the CFDA) to help emerging American designers.