In Dolce & Gabbana, Domenico Dolce and Stefano Gabbana have built one of the worlds most digitally savvy brands. Theirs was the first luxury fashion house to live-stream a fashion show, as well as the first brand to place bloggers in the front row at a show.
The designers relish todays more inclusive environment, they said in a video interview with Business of Fashion.
I think today is a very special moment in the fashion business, or in the world. There is the space for every people, Dolce said, though admitting that he does not use a computer.
Gabbana said he realised that the company needed to open everything and give the audience exactly who we are around 2004-5. Since then, he has joined Twitter and attracted more than 120,000 followerssome of whom send him direct feedback on the brands offering.
Sometimes people give me advice, like yesterday a man said to me, I sell your sunglasses, men and women's sunglasses, and they are beautiful, but you need to make more funny, masculine styles. Why don't you make them? I thought, I don't know, let me think. It's good advice, Gabbana said.
Still, the most powerful aspect of the wide open digital world is the ability to reach fans, something that may help Gabbana realise one of his ambitions.
My dream... is to make a fashion show just for the audience, not for fashion people. Because we need to say thank you to a lot of those people. We are Dolce & Gabbana for those people. The first thing is that we try to make something new, something beautiful, and after, by different way, we want to get the information to the world.