On Thursday, Sept. 22, women donning Diane von Fursterberg’s iconic wrap dresses swarmed through New York City to promote the launch of the designer’s new perfume, Diane. The women were armed with scented ribbons and distributed the fragrance to people in SoHo, Union Square, Times Square, and the Meatpacking District.

The marketing event was a prelude to the designer’s meet-and-greet at Bloomingdale’s on 59^th Street that evening. The ladies in their bright DVF wrap dresses held flags with the designer’s famous mantra, “Be the woman you want to be,” and spread the scent – the designer’s second fragrance – around the city.

Diane is based around frangipani and violet, with additional tones of myrrh, musk, and patchouli. Fragrance, according to von Furstenberg, is as integral to any woman’s arsenal as heels or lipstick when it comes to seduction.

“If you don’t wear any [perfume], something is missing. It’s just like the punctuation. It’s the full stop,” she said. “Fragrance is all about addiction and memory.”

Our Haute 100 list details the accomplishments of the most influential people in each of our markets. To see the entire Haute 100 New York list, click here.