DOLCE & GABBANA TRAVEL TO DUBAI FOR A GAME-CHANGING FASHION SHOW THE FIRST OF ITS KIND IN THE REGION.
Dolce & Gabbana is changing the way fashion houses present their collections. Or at least it certainly seems that after the recent fashion show held by Domenico Dolce and Stefano Gabbana in Dubai. Runway shows have traditionally been something only the elite are invited to, with the customer having to watch from afar, either in the news, or in recent years through social media. Shows would take place twice a year and the first time customers would get to really experience the product is when they arrive in stores six months later.
Dolce & Gabbana have a new approach to the strategy of presenting their collections. The designer duo believe that it should not just be one collection for the whole world, but instead, regional collections that are targeted to a specific area of the globe. And they have done just this with the presentation of their latest collection in Dubai, featuring looks that are only available in the Middle East. The designers extended invitations not just to VIPs and their long term customers, but also to the public, with an open show inside The Dubai Mall that allowed passers by to watch from viewing platforms. The show felt more accessible and open compared with the elitist shows we expect from a luxury fashion house, and it was also the first time the brand have held a fashion show in The Middle East.
And it didn’t just stop there – Domenico Dolce and Stefano Gabbana were in the recently opened Dubai Mall store before the show greeting customers, posing for photos and chatting, this was really an experience that is quite unusual for such high profile fashion designers. The two were interacting right up until the beginning of the show and then reappeared at the end only to walk the full runway meeting and interacting with the audience. “The show for Dubai is just for Dubai. You cannot see in another place, the same clothes, the same mood, the same things. It is special. And the audience feels it,” said Stefano Gabbana in a press conference earlier that day.
The collection itself was of international standard. Titled Day & Night it was true to the brand’s DNA; extravagant and theatrical, but combined Italian flare with Middle Eastern elegance. Over 100 international models were flown in, as well as musicians, directly from Milan’s La Scala Opera House. Guests were treated to an over 120-piece collection that was as Dolce & Gabbana as you would expect. Many of the looks were created especially for the region and this was the first time they have been shared with the public.
From gowns, tailoring and sportswear to new versions of abayas, the collection encompassed everything the Middle Eastern man and woman need in their wardrobe. Full of contrasts, it was designed for golden nights and colourful days. Long statement evening gowns in pink, orange, yellow and blue chiffon with feather details, amethysts, emeralds, golf and silver crystals, floral embroidery and arabesque ornamental motifs. Headscarves and flowing silky abayas infused the Arabic influences into the designs. More was definitely more as prints clashed, and model’s looks were completed with extravagant headpieces and crowns.
Menswear was beautifully tailored as it always is, but there were many slouchy pyjama-style suits and embellished sportswear, designed especially for the region. The collection also features masculine tuxedos, that are sporty and contemporary.
The atmosphere after the show was expectant and excited. Customers really felt as though they had become part of something exclusive. But the question we must ask ourselves is whether this open-to-all approach takes away some of the exclusivity that there is with a runway collection. Or is it just a natural progression to offering customers what they expect to have access to in today’s society? Only time will tell.