Dolce & Gabbana are embracing cultural change, and through their Spring 2017 RTW show we got to see their fresh perspective on what a runway show should be. Instead of buyers and A-listers, Stefano Gabbana and Domenico Dolce gathered a squad of 21 media savvy milliennials like Luka Sabbat, Brandon Dallas, Dylan Jagger Lee, and Sofia Richie to Insta, Snapchat, and live stream their experience.
The designers understood that it’s no longer just about the clothes – it’s about the brand experience. And creating buzz on social media with drinks in pineapples with straws in them while watching local Neapolitan street dancers doing hip hop meets Tarantella displays how much Dolce & Gabbana have their finger on the pulse.
As the dancers were replaced by models, the clothes were just as statement-setting as the guest list. The Tropico Italiano concept, “an imaginary line that marks the territory which stretches from Naples to Sicily,” was realized through the traditional Italian bombshell silhouettes and kitschy symbols in print like pizza, fish, ice cream, cocktails, and pasta.
Music also played a number in this collection, with clever little drum bags with guitar straps, a piano key mini skirt, a play on a majorette uniform, and a marching band jacket.
The brand reintroduced the D&G logo T-shirts, after so many fakes have been in the market – a clever response, especially when the runway was flooded with them. The show was also a bit heavy with accessory pieces for the prize piece-seeking budget shoppers, like tiaras, sunglasses, and turbans.