Diane Freis

 Diane Freis - Iconic Designer of the 70's 80's 90's

Featuring is our iconic Diane Freis. Her dresses  are  known for her feminine style and easy comfort combined with prints that are bold and artistic combined with bohemian and yet elegant flair. Since the 80s and 90s, Diane's beautiful and easy comfort signature styles make them highly demanded and sold out in top stores like Harrods, David Jones, Bergdorf Goodman and Neiman Marcus. 

Background:

Born and raised in Los Angeles, the Californian carefree lifestyle combined with her creativity and eye for style and colors, became the stem of the Diane Freis signature look.  Then she moved operations to Hong Kong where she opened up her first boutique in 1978. Within a few short years, her dresses became a world wide sensation sold in top stores all over the world like Harrods, David Jones, Bergdorf Goodman and Neiman Marcus.

Diane’s designs can be backtracked to her university time, where she studied fine arts and sold some free-spirited style  jackets to celebrities like Diana Ross. During this time her pursuit to search out new exotic materials and dexterous embroiderers brought her to Hong Kong, where she set up her boutique and became her Homebase for her fashion empire. 

Philosophy 

Her dresses designed in polyester georgette offered easy to wear and easy to pack and carry dresses, which disrupted the market of women in search of easy to wear dresses with stylish and glamorous looks. The fashion philosophy is pragmatic: Freis stresses the importance pragmatic fashion  “of making a one-size dress that allows the freedom of fit in our daily schedules of health programmes one day and over-indulgence the next.” Her dresses have offered the solution for the traveling women wanting easy on body outfits. 

With their hallmark elasticated waists and shirring, the dresses covered imperfections

Artistic Flair

The prints were usually exotic, the designs included pretty florals, dramatic geometrics, bold stripes, and plaids, with embroidery and beading as particular features of the look. Besides her traditional georgette, Diane has used silk, cotton, and wool coordinates, hand-knits for casual daywear, and chiffon and taffeta for grand evening ensembles

Diane has had not restricted herself to the georgette, rather she moved to offer dresses in cotton, wool coordinates, chiffon, and taffeta. The commercial success of Diane has been acknowledged and celebrated by many leading business and fashion bodies.

 Ref: A Colourful Life