Dolce et Gabbana renouncing ”See Now, Buy Now” concept as well as mixed shows.


Domenico Dolce and Stefano Gabbana on stage
Picture credit: Darren Gerrish

Domenico Dolce and Stefano Gabbana joined Alexandra Shulman on stage at the Vogue Festival in association with Harrods today to bring us up to date with their fashion views, beliefs and current projects – starting with their esteemed Alta Moda show.

On Alta Moda
Stefano Gabbana: “It’s a long weekend, we love to explain to people our style of life. We’ve had it in Taormina, Milan, Venice, Portofino, Capri. We love to explain Italian style – it’s not just a dress, it’s the way that you live, move your hands and enjoy your life. People love it. At the beginning we didn’t realise it, but season after season we understand how much they do. The Alta Moda customer never compromises. It’s pure culture, it’s honest. It captures the relationship that we have with the customer. We make just one dress and make sure it is very intimate.”

Domenico Dolce: “We call it Alta Moda because we are Italian, not French. We don’t show in Paris with couture because we don’t believe in a couture show. Couture is very intimate, it is so close, if the clothes are shown like this in a show it is not. The show becomes like a club over the weekend, people get to know each other, then they fight over what to order.”


On Aspiring Designers
DD: “My question is, ‘Do you want to be a designer, or work in fashion?’ They’re two different things. If you’re a real designer you never stop. In your heart you need to sketch and research and always work. If you’re honest and you want to be a designer the job is very hard. You have to be serious, not just taking selfies. Many designers work for other brands, but it’s too easy. At the end of the day you close the door and go home. If you design your own collections then you never finish.”

On See Now, Buy Now
SG: “Fashion is fashion. Clothing is another thing. We change something two days before the show. If it’s ready to go into a store we couldn’t do that.”

DD: “With this, you need to make it five months before – it’s commercial, it’s not design. It’s production. There is a big mistake about production.”

On Why They Hold Fashion Shows
SG: “For us, the show is a promotion for the brand, somewhere that you can give the audience the emotion.”

On Merging Menswear And Womenswear Shows
SG: “When there is a problem, people make change to get attention.”

DD: “They are two different things.”

SG: “It doesn’t make sense in our opinion. Man is man, woman is woman. First you need to ask the question which buyers would come? Which journalists come? We sell a lot to the man, we need a show especially for men. For Dolce & Gabbana, they can’t mix.”

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