In Conversation With...Domenico Dolce & Stefano Gabbana
DOMENICO DOLCE - STEFANO GABBANA - by Stefano Roncato “No one has the wealth we have in Italy and it’s our duty to show off our country”
Stefano Gabbana and Domenico Dolce. Photo: Courtesy of MFFashion.
“It’s true, we’re Italian. But it goes beyond that. We really care about Italy”. Domenico Dolce and Stefano Gabbana don’t mince words when talking about the passion that has always accompanied them. Italy, all-round Italianness, with its aesthetic and artisan heritage. It’s been in their DNA right since the start of Dolce&Gabbana, in that High fashion and Fine tailoring that they’ve taken on tour as though it were a show to take your breath away.
Naples, La Scala in Milan, and Palermo, to mention just some of the legs on the journey to reveal Italy to foreigners. But also those shows abroad, that have illuminated the brand Made in Italy, making people’s eyes shine. Including those of the new generations, with whom they’ve built up a relationship.
How did you become the champions of this message of beauty?
We do everything instinctively. And we instinctively love our country. We are citizens of one of the worlds most wonderful nations. Because no one has the riches we have in Italy. It’s right and it’s our duty to show off our country with pride.
How important is Italy and the defence of craftsmanship?
We’re lucky to be in Italy. In high fashion, our artisans and their imagination are every important. It’s they who create these masterpieces and give them to today. To people. We’re lucky to live in a place like Italy, where we’ve been left a visual and sound-related heritage, from Verdi, Puccini and Mascagni to the works of Michelangelo. We can listen to and see absolute beauty. Food, eating, walking along the streets, lifting your eyes and seeing a marvellous baroque building. You don’t realise because we have so many that it all seems normal. And this is what everyone loves about Italy, this boundless beauty.
Dolce & Gabbana Fall/Winter 2018 Ready-to-Wear show in Milan. Photo by Guillaume Roujas for NOWFASHION.
How has this vision become part of your concept of fashion?
In the first two seasons, when we stated, we hadn’t put it into focus. Only in the third collection was it clear that what we wanted to do was speak about Southern Italy and about our country. So we started with the advertising campaigns, the catalogues that were created at the time, linking our image more and more to that type of imagery. In the early years, we only used dark-haired models for example. Never a blonde. We wanted people to understand exactly what we were saying. At the same time, you take your vision abroad, with special shows, to Japan and China, with the latest one in London.
How hard is it?
I don’t know how we cope. We’ve built up a business tailored to our needs. We can make everything, ranging from furs to jersey and to bathing suits. Everything. And the best thing is that, being a private company, we have the utmost flexibility. Everyone follows us, but we can’t do any more than this. We think that this goes beyond the web. It’s the new way of communicating.
How are things changing? What strikes you?
Real people. We are attracted more than ever by people. All our new communication revolves around them. And this isn’t a strategy studied at the table. We create a communication with the young generation. We learn from them. What we want to teach them is never to forget their roots. Hyper reality and digital technology.
Is the secret to go super local?
We are for traditions, we love them, not just Italian traditions, but traditions from all over the world. They exist and they have to be upheld. Harrods is a tradition like San Gregorio Armeno, like the Eiffel Tower, like panettone. Digi- paesano is going to be our next hashtag.
By Stefano Roncato - MFF Magazine for Fashion
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