They said/We said: Dolce & Gabbana to launch couture label with an intimate limited-media presentation
Designer duo Dolce & Gabbana has just confirmed reports that they’ll be showing their first-ever couture collection in a hush-hush presentation on July 9. Continuing their ode to Sicily (you might remember their Sicilian street casting for their latest menswear collection), the designers will be unveiling the collection in their home base instead of in Paris, where all other couture collections are shown.
Press is completely banned from the presentation with the exception of three news outlets, and instead of the fashion house’s usual high profile, celeb-packed front row, the couture presentation will be clients-only (in other words: big spenders).
The designers are said to have been mulling over a couture collection for a while, which doesn’t come as much of a surprise considering the well-received one-off pieces they’ve created for celebrities like Scarlett Johansson this past year. However, the designers said they are only using the pared-down presentation as a potential lead-in to couture, as opposed to diving into the couture world head-on.
After folding their less-expensive line D&G last year with their signature RTW line, it seems like the Italian pair have their sights set on a brand repositioning, turning their focus to the high-luxury side of the market instead of the lower end. It might be a wise move considering current consumers’ insatiable appetite for luxury goods.
Though income earners in the lower bracket were pinching pennies post-2008, those towards the top seemed drawn to luxury goods more than ever, helping conglomerate LVMH pull in profits far exceeding their forecasts last year. In fact, Dolce & Gabbana aren’t the only designers who seem to recognize the value in the luxury market either: Versace returned to the couture world after an eight-year hiatus last season.
Though we won’t hold our breath for any images of the collection thanks to the secrecy surrounding the Sicilian debut, we expect the Italian duo will pull off high-luxury with aplomb.
Vanessa Friedman, Financial Times writer: “[…] To me, this suggests the brand buys into the current thinking that says high luxury is a safe haven in a recession-plagued world (there are always rich people who want really special products and will pay for them).” [Financial Times]
Louis Paul Pisano, Fiasco Homme contributor: “Dolce & Gabbana presenting their first couture collection in Taormina next month. MAJOR.” [Twitter]
Bernadette Morra, Editor-in-Chief: “It seems as if Dolce & Gabbana is taking a page out of Chanel’s playbook. Chanel unveils its Cruise collection to a small group in a unique venue on their own timetable, pretty much guaranteeing major buzz. It’s a brilliant way for Domenico and Stefano to reposition their brand, and gauge client reaction, as well as that of a hand-picked group of media.”
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