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Nicola Mira
Nov 18, 2020
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Dolce & Gabbana stages first digital ‘see now, buy now’ mini-show

Translated by
Nicola Mira
Nov 18, 2020

Dolce & Gabbana has launched the DG Digital Show project: a series of mini-shows streamed live on the label’s website and social media, featuring Dolce & Gabbana’s pre-collections, the items immediately available for sale on the label’s e-shop and at its own stores. The Italian luxury label does not intend to jettison traditional physical shows, but is looking to energise its web channels and bolster its commercial performance, currently thwarted by the lockdowns in place in many of its key markets.

A look from D&G’s first digital show - Dolce & Gabbana

“Creating movement, and breathing life into clothes by evoking the emotional impact of a catwalk show, seemed ideal to us at a time like now, when we are all cooped up. It's a way of being more alive, more tuned in,” said Domenico Dolce in a video clip.

“Instead of producing the usual lookbook, we decided to stage a series of genuine shows. What’s also new is that, if [viewers] like the products they see, they can buy them online straight away, without having to wait for six months like before,” added Stefano Gabbana.

Dolce & Gabbana’s two designers and founders have devised their own unique brand of ‘see now, buy now’. It isn’t targeted to the wholesale channel, but to the label’s direct retail distribution network, presenting and commercialising the women’s and men's pre-collections via catwalk shows for the very first time.

“The plan is to stream monthly digital shows, featuring specifically designed capsule collections. The next mini-show will be dedicated to menswear,” the label told FashionNetwork.com.
“We have been talking about ‘see now, buy now’ for some time. In this case, the concept is slightly different. We love the idea of drawing inspiration from urban looks, from people on the street, from what is happening right now, and of conveying immediately to the market what we think, our emotions and feelings,” said Dolce.

“It's a new journey for us too. We strongly believe in catwalk shows with a live audience as an opportunity for getting together, for sharing, and also for inspiration and exchanging ideas. We devised these mini-shows to generate empathy, to make something exciting with our clothes,” added Dolce.

Dolce & Gabbana’s latest pre-collection is both luxe and basic - Dolce & Gabbana

The first digital mini-show, entitled ‘Walking in the Street’, lasting just over seven minutes, was broadcast on November 13, and focused exclusively on women's ready-to-wear. It featured some 40 looks in total, showcased by a dozen models duly coiffed -- made up and accessorised with jewellery, eyewear and handbags -- strolling on a tarmac-like catwalk as though in a real, street-themed fashion show, with a barrage of chaotic metropolitan images. 

The collection had a youthful feel, with an urban 90s mood and a mix ‘n’ match approach. The looks combined jeans in a variety of styles - from baggy to distressed to flared - with more sophisticated items, like trouser suits reinterpreted in a contemporary style, and embroidered pinstripe suits. Jackets and blazers were sleeveless, like gilets, while shorts were worn over patterned tights. T-shirts and white sneakers completed the look.

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