WRAP STAR

DKNY's new iPhone App is a twisted view on fashion.

The most common anxiety when purchasing a high-tech product? Figuring out the instruction manual - or realizing you’ve accidentally recycled it.  Suddenly, your Italian cappuccino maker resembles a cockpit, and you’re left pressing buttons with as much uncertainty as if you were defusing a bomb.

The creative team behind DKNY’s new iPhone App must’ve experienced, or at least predicted, a similar situation.  When The Cozy, DKNY’s versatile sweater/wrap/scarf, arrived in stores a few years back, it came with a mere instructional booklet on how to transform into its promised “12 ways.” In short: Lose the booklet, and you’re left with just a regular cardigan.

Hence the creation of what DKNY deems their “electronic stylist”: the complimentary iPhone app including 12 mini videos of a pretty brunette performing surprisingly simple step-by-step variations.

Whether morphing your wrap into the Cardigan Cozy, The Belted Cozy, the Back Twist Cozy, or any other style, the advanced tutorials make dreaded instruction manuals seem oh so old-fashioned.
--ALEXANDRA HOFFMAN

 iPhone-less? Do it old school at DKNY.com



This story was published on November 30, 2009.