The Donna Karan iPhone application

was designed in partnership with Atimi Software Inc. and launched today

to coincide with her Fall 2009 Collection delivery. In this new unique

vehicle of woman to woman communication, Karan talks fashion and

personal passions. In addition to a made-for-consumer video where she

discusses her Fall 2009 Collection, Karan shares everything from items

she loves and chats with friends, to her recent vacation photos from

Africa. iPhone users can call it up starting today.

This personal approach to an iPhone application is indeed rare, as

is even the fashion connection. To date, the medium has only a small

handful of designer sites. Yet none of those sites have the individual

voice and conversational allure that Karan offers.

“The design method applied to the iPhone application was to truly

allow Donna Karan to connect with her clients in as personal a way as

possible,” said Scott Michaels, Atimi Vice President, developers of the

iPhone application. “Every aspect was held up to the light to ensure it

met the design objectives and had the level of polish and quality that

is inherent in the Donna Karan brand.”

Karan’s iPhone content is truly unique, from both a brand and sales

perspective. This will be the first site to feature an in-dept fashion

video called “System of Dressing” where Karan discusses the strategy

and the how-tos of maximizing the flexibility of the clothes. Further,

the application will be the first to invite a consumer to create a wish

list of items, with the option to forward to a personal shopper for the

ultimate “Shop on the Go” experience.

Then there’s Donna’s Journal, where new content is added weekly.

This is where Karan shares her thoughts and passions of her brand and

life of the moment, giving Donna Karan loyalists the ability to connect

with Donna beyond the runway.

  Regularly updated sections include:


* Love, Love, Love
Two highlighted must-haves, one from the Donna Karan Lifestyle, be it
a piece of clothing, a handbag, innovative hosiery or home item, and
then something more personal to Karan, such as her favorite book on
nutrition or a must-see exhibit.

* People Who Inspire
This section highlights an inspiring force in Karan's life, whether a
creative collaborator, an independent artist or even a yogi or
spiritual leader. The launch feature is pianist Eric Lewis who,
performed at Karan's Fall 2009 fashion show.

* Ask Donna
A Q&A opportunity with Karan for clients and fans to email burning
questions, be it about the clothes or anything else that comes to
mind.

* DK Talk
A Proust-like questionnaire interview between Donna and someone she
knows and/or admires. The launch subject is Iman.

* DK Travel
A section that includes pictures and captions from Karan's recent
travels. The launch features her recent trip to Africa.

Since the inception of her company in 1985, Karan has always enjoyed

a strong, personal connection with her consumer. They look to her for

advice and have expressed avid interest in her passions of the moment.

The bond began in dressing rooms, where Karan helped women dress more

confidently. As the company grew, communication spilled over to an

exclusive publication called Woman to Woman, distributed by various

targeted mailing lists. The iPhone application is Karan’s natural

progression in her desire to keep the dialogue going.

About Donna Karan International:

Donna Karan International is one of the world’s leading fashion

design houses. It designs, markets and distributes collections of

women’s and men’s apparel, sportswear, accessories and shoes under the

Donna Karan and DKNY brand names. The Company has selectively granted

licenses for the manufacture and distribution of beauty and beauty

related products, jeanswear, activewear, men’s furnishings, hosiery,

intimate apparel, coats, children’s apparel and home. Since November

2001, Donna Karan International has been part of LVMH Moet Hennessy

Louis Vuitton, the world’s leading luxury goods group.

About Atimi Software Inc.

Atimi Software Inc. is a cross-platform development company that

specializes in Macintosh applications, porting applications from

Windows to the Macintosh, and mobile application development for the

new generation of smartphones. As a pure services company, Atimi

handles high-value intellectual property for some of the largest

technology companies in the world. Atimi’s processes ensure their

clients reach their projected targets reliably and efficiently,

allowing them to focus on building strong, lasting relationships with

their own customers. For more information, visit www.atimi.com.

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