Diane von Furstenberg's reputation began with one dress, the wrap. Introduced in 1973, von Furstenberg's signature dress is a one-piece wrap style that crosses in the front and ties at the waist. Figure hugging and made of synthetic or silk jersey knit in bright, colorful prints, the dress was meant to be tightly wrapped. Though von Furstenberg certainly didn't invent the wrap style, her version embodied the zeitgeist of the early 1970s. By 1975, her manufacturer was producing 15,000 dresses each week.
Von Furstenberg's wrap dress stemmed from a belief "that women wanted a fashion option besides hippie clothes, bell-bottoms, and stiff pantsuits that hid their femininity."1 These styles, all popular in the early 1970s, attempted to minimize sartorial distinctions between men and women. In reaction to the prevalence of these unisex looks, von Furstenberg created "simple little sexy dresses that made women feel like women."2 Based on the overwhelming popularity of her wrap dress, von Furstenberg was correct in assuming that women wanted something that emphasized the feminine form.