Donna Karan International's clothing and accessories brand DKNY has launched an iPhone application to promote its Cozy and ultimately drive more sales of the wrap, which is known for its ability to help women change their style to suit any mood.

The DKNY Cozy application is meant to serve as users? personal fashion stylist, that goes wherever they go. The application was developed to provide DKNY Cozy enthusiasts a step-by-step instructional guide on how to change the wrap to reflect one?s mood.

?We wanted to give the personal stylist experience to clients using technology that is available today,? said Patti Cohen, executive vice president of marketing and communications at Donna Karan, New York.

?Not only is it more environmentally friendly and cost-effective, the Cozy app is always accessible and more comprehensible that a printed guide,? she said.

DKNY is owned by luxury brand and fashion icon Donna Karan. The DKNY Cozy is the chic and sophisticated wardrobe solution for the modern woman on the go.

The Cozy is versatile, letting women change the way in which they wear it to polish off their look for the office, dress it up for a cocktail party, or just throw it on for an easy layering piece.

Here is a screen grab of the Drape Cardigan Cozy style page within the application:

The application even provides users with a list of stores in their area where they can buy a Cozy. Here is a screen grab:

The iPhone application was designed in partnership with Atimi Software.

The main goal of the application is to show women how to get the most out of this cardigan-wrap. DKNY also has an instructional video online at http://www.dkny.com/womens/cozy_video.html.

The Cozy application is not Donna Karan?s first foray into mobile. In August, the company announced it was using the mobile channel to reach female consumers directly, woman to woman, to speak about clothes, objects of desire and personal passions.

The Donna Karan iPhone application was also designed in partnership with Atimi Software and coincided with the fashion brand's Fall 2009 collection.

The application featured made-for-consumer videos where Ms. Karan discussed her Fall 2009 collection and chatted with friends about everything from items she loves to her vacation photos from Africa.

?The Cozy application represents very forward thinking at DKNY,? said Scott Michaels, vice president of Atimi Software, New York. ?The high-definition instructional content represents a cost-effective way to deliver this message directly into the hands of consumers and staff.?