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Design & Style

Using Social Media

Diane von Furstenberg

Lesson time 08:21 min

Social media has changed the way fashion brands interact with their consumers. Diane shares the best ways to approach marketing on these platforms.

Diane von Furstenberg
Teaches Building a Fashion Brand
In 17 video lessons, Diane von Furstenberg will teach you how to build and market your fashion brand.


So social media. Social media is the big thing. I mean, a few years ago, it did not exist. And now, it has revolutionized every industry. Everybody uses social media. Social media influencers have become the big stars. I mean, some people have huge followers. So social media is definitely important. But you shouldn't be intimidated by it. And you should make sure that you stay authentic, that you have your voice. What social media does, and especially Instagram, it allows you to have a visual voice, as often as you want, out there. And that is really fun. And you don't have to be afraid of nobody. It will take a life on its own. So no matter what you do, no matter what product you do, no matter what personality you do, I will absolutely, absolutely advise you to do social media, especially Instagram, at first. The big words right now that everybody uses in every industry is data and storytelling. Everything is a data. Everything goes by data. Data is really market research. Storytelling is telling a story. It's taking your product or your service, whatever you're selling, and putting it in the content of a story, so people can relate to it on an emotional side. And storytelling is something that really is more and more important, since the birth of social media. So don't forget your storytelling. All right. So the next portfolio is from an Italian illustrator called Paola Russo. And Paola is a great Illustrator and she illustrates with paper. Instead of drawing, she cuts, she design with paper. And as a result, I imagine, because she cuts paper and applies it and design with paper, that gave her the idea of creating things that you can apply on shoes. Her first product is flowers or pompoms or whatever that you can apply on shoes, which by the way you could apply on many other things. So I don't know if you sell anything yet. But first of all, I have to tell you Paola, you are a wonderful illustrator. And you have a beautiful sense of graphic and color. And therefore, I can see where your product designs come from, because you cut paper and you glue it. Then, you feel like gluing these things on everything. But I think you have something very exciting, something fun, something you could sell on the internet that does not necessarily just apply for clothing or shoes. But you could put it in the home. I think you're very whimsical. Say brava, Paola. So I think that you have to keep going. Because these shoes is nice. But I am afraid they exist already. And clearly, it's a product that has to be mass produced. And you don't really have a distribution. So it's gonna have to be expensive. But you definitely have a clear product. And it would be a fun thing to be able to buy online. Yeah. I think that you should develop your personality on Instagram and so on. And...

About the Instructor

In her 20s, Diane Von Furstenberg convinced a textile factory owner in Italy to let her produce her first designs. With those samples, she flew to New York City to build one of the world’s most iconic and enduring fashion brands. In her first online fashion design class, Diane teaches you how to build a brand. You’ll learn how to create a visual identity, build loyalty, stay true to your vision, and launch your product.


Students give MasterClass an average rating of 4.7 out of 5 stars.

This is an incredible class! Full of excitement, encouragement, and learning from one of the best! Thank you Diane Von Furstenberg and Master Class.

this is a class for life! not just learning the fashion facts but also motivation. I'm so greatful!

beautiful, generous and brilliant woman and class!

Found the story of her career, towards the end of the lesson, to be the most insightful. Great class.


Giorgia D.

Social media are a fundamental and essential part of creating a business nowadays. Take for example the Italian influencer Chiara Ferragni and her brand with the iconic "eye". Social media show you how you can create and start your own brand successfully... from home!

Drew J.

Paola should make a stationary brand: notebooks, greetings cards etc... Has anyone found Paola's Instagram account? i want to follow her. really like her style of art. Thanks

Robert F.

Hi, I've been on Social Media personally for years; however I have just gotten around to marketing my landscape photography via Etsy, instagram, facebook, YouTube and twitter. Getting a lot of likes, comments, and views, but no sales so far. I will review the incites again from class again and follow them more. Perhaps having followers, likes, comments and views is the place to start and the sales will come later.

Patricia B.

She is sooooo on point. I am a visual artist and this has been very helpful for the marketing of my paintings and drawings. n

Chunlan Z.

We are making shoes, so I totally agree with her.We have a great factory and many nice designs, we won't sell a lot without social media. And we look forward to sailing more and more to all over the world.

Mia S.

"A few years ago it did not exist, and now it has revolutionized every industry - everybody uses social media, social media influencers have become the big stars. Some people have huge followers. But you shouldn't be intimidated by it, and you should make sure you stay authentic, that you have your voice. What social media does, especially Instagram, it allows you to have a visual voice, as often as you want, out there. You don't have to be afraid of nobody, it will take on a life of its own. No matter what you do, what product you do, what personality you do, I will absolutely advise you to do social media, especially Instagram, at first. The big words right now that everybody uses in every industry is 'data' and 'storytelling.' Data is really market research; storytelling is taking your product or your service and putting it in the content of a story, so people can relate to it on an emotional side. Storytelling is really more and more important since the birth of social media. Be very authentic. You can express yourself, it's your little post where you can actually express how you resonate to your life, your brand, everything - it's a wonderful thing that you have, and that is free. You can have a fantastic Instagram that people follow and love and you have nothing to sell, but the messaging is so interesting to a lot of people, and so it's not always about selling. That's why, if you do sell something, you have to make sure it's authentic - it also forces you to a certain discipline, a visual discipline, where day after day, post after post, you can actually create something like a portfolio. It is your window in the world, it's your business card, it's everything. So do it, but make sure you are true to yourself. Of course, social media is not just what you post, but also what you see and what you get inspired by. You could watch every magazine, you could see everything; the company does use it for feedback, absolutely.It's very very moody, and you could really tell. It's very revealing. What's interesting about what you see is that sometimes it is a beautiful picture, but it's exposed and it will have less likes than a girl that was caught in the street. That just explains to you that the more authentic, the better it is."

Lauren T.

I use Facebook, Instagram, and YouTube as social media outlets for my brand. I do seasonal photoshoots every-other month or so. Each photoshoot has a theme, and representing the products. I try to post daily on Instagram, and share it to the Facebook page. The brand's YouTube I use for promotional commercials. Social Media has been a great resource for my brand. I have gained over 2,000 followers in 6 months. I like being able to interact with my consumers, and be able to ask questions to get their insights.

Emma F.

I would use Instagram and twitter, maybe LinkedIn (idk). I will use insta to post pics of my designs, models, shows, etc. and give my followers a behind the scenes look at my brand. I will use twitter just to update people about shows, when a new collection is out, and stuff like that. I would only use LinkedIn when my business starts growing and I need more workers, and even then it’s a maybe. I think fun, candid pictures would appeal to my audience because they can see people being real and not posing a ton. Any videos would just be of fashion shows or fun behind the scenes moments. I’ll post at least twice a week, if not more. I think it’ll depend on how much I have to show people. My posts will only be similar when I am posting pictures of a collection/show, but other than that, I don’t want them to look too similar. I’d like to keep an appealing color scheme though. My brand’s voice won’t be very formal because I really want my customers to feel like they can connect with me and like I’m one of them. The people who interact with my brand the most probably purchase my statement pieces, and I’m guessing most would buy my trousers since those are kinda like my signature item. They mostly shop online because they sometimes can’t find things that appeal to their bodies/aesthetics in stores. They follow brands like Dusen Dusen, Gucci, Valentino, Rodarte, No Sesso, etc. I will actively interact with them, especially in the beginning as I’m building my brand. I hope to keep a good relationship with them even as my brand gets bigger. I will handle positive feedback with gratefulness and I won’t respond to negative feedback unless they’re attacking someone or if there was something wrong with their order. I could improve by posting more frequently, maybe using more hashtags, and collaborating with other influencers to broaden my reach.


Social Media is an important outlet in this day and age. It is incredibly important to remain true to self, online and offline. People feed off those vibes.

Nichola T.

I use social media on a limited basis, I love to post and take photos, but maintaining and responding to queries and comments takes up a lot of time. One of my biggest problems.... I need a social media person... actually I need (and will) to build a team. So much to do for my little business but this class is definitely making me think.... organise myself, plan and strategise.