Dolce & Gabbana: The Dawning of the Age of Millennial

Question: what does Dolce & Gabbana mean to a millennial? Another question: what does it look like? And another, maybe more important: what should it look like? Well, the answer lies with them - it should look like them. It should be them. That was the message from this season's autumn/winter 2017 collection, one in which the importance of the social media side of life was seriously cemented. Dolce & Gabbana is backing that horse all the way.


Dolce Gabbana Fashion Show Menswear Collection Fall Winter 2017 in Milan (by Gio Staiano for NOWFASHION)


There's no getting away from the fact that in an increasingly digital world the fashion tables are turning and in order for brands to reach a demographic whose attention span only lasts as long as the next swipe of a screen, they have to be a part of it - to infiltrate with their own social intervention.
Dolce & Gabbana did that and has been doing that for some time now - it's impossible to leave one of its shows without a hoard of girls asking if you've so much as breathed the same air as one of their social-media-influencer (whatever you want to call them) heart throbs. And at the older end of the millennial spectrum at 31, I'm afraid the answer is often: sorry, who?
Among the line-up today was Lucky Blue Smith (a more noted millennial), Jim Chapman, Levi Dylan and a whole host of other names and faces that either fit the new era of Dolce dude or are embodying it through their Instagram followers, YouTube hits or Snapchat stories. Welcome to fashion now.

The 20-year-old American singer-songwriter Austin Mahone (Instagram followers: 9.9m; Twitter followers: 9.72m) performed throughout, he is the face of what Dolce & Gabbana is heralding as this new wave, hash-tagging all over the place with #DGMillennials and #realpeople.
It was a rebrand, essentially. How many of all of those followers of all of those social influencers will have tuned in? Not to look at the clothes, one presumes, but instead to catch a glimpse of the latest name on the social media block and in turn equate them with Dolce? That's how it works and, let's face it, that's pretty clever, really. And to do it now. We already saw moves towards a more digital Dolce a few seasons back but they sure have amped it up this season - it did however feel a little odd given that this was a menswear show and here everything felt incredibly young, hyper emphasis on youth. And whereas models are just that, when you put a "personality" in their place, it's no longer just about the clothes, but everything they stand for too. Suits seemed like they might not figure on these boys' minds for sometime yet - because they're still out having fun, and being typically millennial.


​​Dolce Gabbana Fashion Show Menswear Collection Fall Winter 2017 in Milan (by Gio Staiano for NOWFASHION)


Which does finally bring us on to the clothes - very nearly an overlooked point given all of the above. But there were clothes. And they too were young, not something the average man might find hanging up in his wardrobe - we're talking about the fuzzy stuffed-toy-like hoodies, the lion backpacks and the paisley puffas and patchwork denim. But this is the point. The world is changing - a grand but true statement. Fashion and media are in flux and there is a boom in a generation that are more connected than ever and because everything serious and substantial (houses and the like) costs so much, they are more likely to have disposable income to spend on clothes. On themselves.
It was fun for sure. It really was Dolce & Gabbana, the teenage years. Bright and bold with jaunty styling thrown in. And there were those Dolce classics to be found too - sharp suiting in vibrant bursts. Of course, these young folk today aren't afraid to shy away from things! In fact, just as the audience grappled to get the money shot for their own followers, the catwalkers took their finale bow capturing the moment too. Selfies galore, stories a plenty, followers no doubt.
Essentially what we were seeing was the future of Dolce & Gabbana.


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