Courtesy of Dolce & Gabbana
Given everything 2020 has thrown at us, we could use some instant gratification. Dolce & Gabbana is launching DG Digital Show today, a series of virtual fashion shows hosted on its website and social channels, aiming to give customers immediate access to the brand. The shows will present men’s and women’s collections, and for the first time ever for the designers, everything will immediately be available for purchase.
With designers eschewing the traditional fashion calendar, Dolce & Gabbana’s new endeavor only makes sense. Due to COVID-19, some designers have left fashion week altogether, while others like Gucci are finding alternative ways to interact with its audience with GucciFest, a digital miniseries that launches later this month.
Dolce & Gabbana, a brand rooted in tradition, staged its Spring 2021 collection in September to the same standards of a conventional show. But DG Digital Shows is a separate, more accessible beast. Access isn’t just about the presentation, either: Each runway look is intended to be more wearable.
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Instead of runway-ready looks, the designers took inspiration from reality. Evoking hints of ’90s Supers, the premiere collection is titled ‘Walking In The Street.” It tones down the brand’s distinct maximalism but remains a lesson in power clashing. There are tailored waistcoats styled with baggy jeans cinched at the waist with baroque belts. Pristine t-shirts are tucked under crisp wool suits. Luxe brocade is cut as a capri and worn with sneakers.
“We like the idea of being inspired by the street, by the people, what happens and then immediately give our emotions,” the designers said in a video accompanying the launch. For them, this new venture is “a way of being more alive, more attentive.”
While there isn’t a quarantine sweat pant in sight, DG Digital Shows is intended to reflect real-life dressing in 2020, but with all the zeal Dolce & Gabbana is known for.
A riff on the “See Now, Buy Now” model, get your hands on from the first DG Digital Show ASAP in stores and at dolceandgabbana.com now.
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