You just have to look at Dolce and Gabbana runway show or campaign image to know its respective founders Domenico and Stefano are fuelled by their Italian heritage – and have a wicked sense of humour.

So little surprise the pair has won the ultimate game of fashion ‘can’t beat ‘em so join ‘em’, with the release of a new range of scandalous white cotton tees for Spring/Summer 2017 off the back of their epic Alta Moda fashion extravaganza held in Naples this July.

A ticket to the large-scale runway show held in a street in the Quartieri Spagnoli was akin to winning Wonka’s golden ticket. Celebrities, fashion editors and Instagram stars flocked to the Milan-based brand’s answer to a couture presentation, which was ramped up this year in homage to their long-time muse, Sophia Loren. The actress, who grew up in Naples and directly inspired this collection sat in the centre of the FROW on a gilded red velvet throne, no less, surrounded by family.

Prized position: Sophia Loren ruled the FROW at Dolce & Gabbana’s Alta Moda show Credit: Instagram @dolcegabbana

So coveted were tickets and widespread the buzz even outside fashion circles, a wave of fake tourist T-shirts related to the show were spotted on Naples’ streets during and after the event, the most popular emblazoned with the cheeky claim, Io C’ero (I was there – in reference to the runway show) and stamped with the D&G motif.


How did the brand’s ingenious founders respond? By reclaiming the oversized white logo T-shirt as their own and sending 91 models down their SS17 catwalk in Milan months later in oversized white ‘Bianca’ tees emblazoned with the words “I was there” in multiple languages. Each tee was embellished with a variety of red roses, white poppies and purple daisies, along with a spray of sparkling crystals and satin because – after all – a tee can’t just be a plan tee for D&G.

Dolce & Gabbana SS17 Credit: Getty Images

As further proof of their dark humour, they named the shirt range #DGtherealfake and whacked on an Australian $2000+ price tag that possibly only Sophia Loren’s contemporaries could afford.

French, Spanish, Japenese, English and Italian iterations are currently all available via the Dolce & Gabbana website, where the Chinese version is now also listed for pre-order should Santa be on a tight budget this season.

Which would you choose?