Dolce & Gabbana stand against 'see now, buy now' and mixed shows

Dolce & Gabbana Confidential… Italian designers Domenico Dolce and Stefano Gabbana took everyone by surprise at the Vogue Festival in London. British media reported that in their address on Sunday, they discussed their projects and put forward their fashion vision, explaining that their brand will end with them.

"Christian Dior died a long time ago, yet someone else is working for this label, which keeps changing without being Christian Dior any longer. When I die, Dolce & Gabbana will cease to exist because it won't have a soul any more. Can you imagine a Scandinavian designer working on our brand? It would no longer be Dolce & Gabbana," said Stefano Gabbana.

The conversation took place in front of a sizeable audience, and also gave the designer duo the opportunity to express their views on the changes in tempo about which the fashion world has been debating for several weeks. Dolce & Gabbana has no intention of going with the flow, neither on 'see now, buy now', nor on mixed shows.

"Designers continue to work on a collection, and to change details, up to the last minute before the show. With 'see now, buy now', we would not be able to do this. A show remains a promotional event, in which we can excite the audience," explained Stefano Gabbana, while Domenico Dolce added: "If you adopt a 'see now, buy now' approach, you have to design clothes five months in advance. There is no creativity any longer, only trade."

According to them, bringing together men's and women's collections in the same show makes no sense. "They are two different things," said Domenico Dolce.

"A man is a man, and a woman is a woman. We sell many of our products to men, and we need a show dedicated to them. For Dolce & Gabbana, it is impossible to mix the two," concluded Stefano Gabbana.

Dolce & Gabbana stand against 'see now, buy now' and mixed shows

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