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Milan, Saturday, 2:00 p.m., just before the Dolce & Gabbana show. There is an unusual silence in the venue…
From the ceiling are suspended giant screens where you can see everything that’s going on backstage, onstage, and even at the show entrance. And you can even see the catwalk of tweets and facebook statuses posted by people that are following the live-streaming.
All the images mix, multiply and make for a most fascinating spectacle. You can’t help but wonder where the technology ends and reality begins. The show starts and the big screens don’t stop as the models enter the catwalk. You can even read the comments about the show, live.
While most luxury houses are wary of the Internet, and some fall all over themselves worrying that their message might be misconstrued or somehow diminished by the endless echo of the web, Dolce & Gabbana plays at pushings the limits.
Instead of being exclusive, like old-school fashioned houses, they are like inclusive*.
I don’t know what all this media hype is going to bring to Dolce & Gabbana, but what they’re doing is really interesting. In their own way, they’re pioneers.
Scott and I are often joking around talking about the future of runway shows as they are becoming public performances.
Curious to see who’ll be the first to take the step of selling tickets to fashion amateurs – and believe me, they’ll buy ’em, just ask the PRs who are swimming in invitation requests. With the extra cash take-in, certain houses will probably begin to offer real mega-shows.
The clothes will be ready for purchase during the show** but the professionals will still have their VIP seats. So no worries, Anna W.
Well of course, this would mean a change of the whole system of fashion. The seasonal rhythm, the role of the press and the work of the designers who are at the center of this sensationalism and intense rhythm who can make you lose you head.
It’s a little weird to look at it like that, but sometimes I get the impression that the change is already happening… What about you? Do you feel that Dolce & Gabbana is opening its doors to you or is it just too much?
Click on the arrows to see all the images from the show.
* This could just look like a publicity stunt if it didn’t go further than the web. Last season, Dolce & Gabbana opened Spiga II, a multi-brand boutique on one of the most chic streets in Milan. In the shop, you can find, of course, Dolce & Gabbana, but also a really well selected section of young designers.
That’s unheard of. Can you imagine a brand opening its grand doors to potential competitors?
When the boutique first opened, the PR people from the brand contacted me so I would talk about it on my blog, and just as usual, keeping in mind my total mistrust of anything that could come close to looking like a PR stunt (which makes me look like a total nitwit at times), I held off…
But this year, I went back there. The boutique kept its promises and it’s a wonderful showcase for both Dolce and for the young designers.
** And that’s been done, I think, by Burberry, another innovative brand when it comes to the web.