Buy in to the Von Rosen Network
Published May 19, 2010
Not just anyone can log onto Vonrosen.com. Home of the Berlin-based luxury ready-to-wear line of the same name, this virtual boutique is invite-only. And if you’re not already on founder Dr. David Von Rosen’s personal list of cosmopolitan style hunters, an application is required. And he suggests you be creative.
“We’ve gotten a poem, a small film, stories about people’s backgrounds, their style, their children and their dreams,” disclosed Dr. Von Rosen between sips of coffee at an intimate uptown breakfast yesterday morning. While the application process may seem a touch over-the-top, it’s all done with good intentions. “I like the idea of a personal relationship,” he explained. Rather than having a nameless, faceless mass of clients, Von Rosen prefers to research and understand each of the men and women who wear what he describes as his brand’s “luxury essentials.” But be warned: an impolite request or snobbishly toned e-mail will ensure that your application is denied.
Born into a fashion family that goes back three generations, Von Rosen founded his elite website two years ago. Though he doesn’t design the clothes himself, he cites architecture, Bauhaus and clean Scandinavian design as the inspiration for his Italian cashmere knits, easy crêpe de Chine dresses and smart, stretch button downs. The color palette is simple, ranging from blacks and slates to prune and a subdued selection of blues, and intricate details, like double-layered sleeves on silk blouses and elaborate ribbing on cardigans, are key.
Convenience is also a strong focus. Selling exclusively online allows Vonrosen to ignore fashion’s standard buy-fall-sweaters-during-the-peak-of August’s-heat schedule. “It’s buy now wear now. And the clothes are really trans-seasonal.” But the line’s most riveting feature lies in the Vonrosen logo: a sleek metal oval that, found on every item, from the pique polo to the calfskin wallet, is engraved with the customer’s initials.
So, do you have what it takes to get on the Vonrosen list? There’s only one way to find out… Apply for membership at www.vonrosen.com.
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