Domenico Dolce and Stefano Gabbana love to parade.
In July, for their summer collection, they were among the first to offer, after the first confinement, a show in public, in Milan.
In September, they moved to Florence for two days of physical events, revealing their Alta Moda (their version of couture), Alta Sartoria (couture, but masculine), and Alta Gioielleria (fine jewelry). .
No wonder, therefore, that the designer duo wanted to put on a parade in January, on the occasion of Milan Fashion Week.
But the pandemic decided otherwise, and the claw had to review its plans.
A model wears a total golden look and DOLCE & GABBANA makeup
It is therefore in digital that she unveiled her collection for next winter, this February 1.
A locker room that draws on the codes of the TikTok generation, the social network dedicated to sharing short videos.
A youth that fashion seeks more than ever to seduce: last summer, Celine, via her director Hedi Slimane, was already inspired by her dress codes, while Jonathan Anderson, artistic director of JW Anderson and Loewe, made accessible to young users of the platform, the pattern of one of his cardigans (worn by singer Harry Styles), to reproduce at home, video in support.
“In the past, when we imagined a collection, we would go and observe what was being done in London, New York, Shanghai or Tokyo.
Unfortunately this year, like everyone else, we had to stay at home.
We were therefore inspired by what was happening on social networks, ”
explains Domenico Dolce in a video sent to the press.
The interior cloakroom inspires certain DOLCE & GABBANA silhouettes
Dolce & Gabbana takes the homage even further, adopting the boldest traits of a generation that adores gender confusion.
The models wear make-up, nail polish, kohl, even lipstick sometimes.
They sport an effusion of jewelry (rows of pearls, gold necklaces), sequins, bright colors.
Some models even have a total gold look.
They wear cardigans, sweatpants or studded jeans, slippers or silver ankle boots,
streetwear
or
homewear style
.
More traditional, the double-breasted coats and suits, quilts where chalk stripes, tennis, and plain fabrics coexist, or different houndstooth, are impeccably cut and prove that the two designers also know how to address men who have passed the age to indulge in TikTok.
The suits mix several classic prints from the Dolce & Gabbana men's wardrobe
The video uses the codes of the traditional fashion show.
This one, shot in Milan without an audience, takes place in front of a mosaic of Zoom-style screens, showing videos of friends of the house as famous as Gwen Stefani, Paul Pogba, and the actress Ester Exposito, seen in the series. Netflix For Teens
Elite,
featuring Justin Bieber as a soundtrack.
But digital also makes it possible to introduce real novelties.
For the occasion, Dolce & Gabbana teamed up with Farfetch, one of the main online clothing sales platforms, exclusively offering 20 looks from the show.
"
It's a different, new way for us to communicate and offer an experience,
" explains Stefano Gabbana.
And above all, an additional way to seduce a generation in a hurry that wants everything, now.