Von Furstenberg emerged on the fashion scene with three simple black jersey-style silk dresses in 1970. In the denim craze of the seventies, the silk dresses stood out for their elegance and sophistication, and it was upon this basis that von Furstenberg built her business. Targeting middle class women, von Furstenberg created an entire line of moderately priced fashions and accessories. Though she began in New York boutiques, she was an early pioneer in the use of QVC and the Home Shopping Network to expand the scale and scope of her business.