{"id":6527,"date":"2020-11-16T21:16:57","date_gmt":"2020-11-16T10:16:57","guid":{"rendered":"https:\/\/graziamagazine.com\/?post_type=articles&p=180672"},"modified":"2020-11-17T20:49:57","modified_gmt":"2020-11-17T20:49:57","slug":"how-dolce-gabbana-are-revolutionising-the-runway","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/how-dolce-gabbana-are-revolutionising-the-runway\/","title":{"rendered":"How Dolce & Gabbana Are Revolutionizing The Runway"},"content":{"rendered":"
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Image: Getty<\/figcaption><\/figure>\n

Of the many industries effected by the Covid-19 pandemic, fashion was among those hit hardest. Retail sales have been down across the globe, with major brands folding and declaring bankruptcy. So it’s no surprise that fashion designers are experimenting with ways they can do things differently. At Gucci,<\/a> Alessandro Michele is launching ‘Guccifest’\u2014a digital-only fashion extravaganza, in lieu of a traditional runway show. Now, fellow Italian powerhouse Dolce & Gabbana<\/a> is following suit.<\/p>\n

Over the weekend, the brand announced the launch of a new project called \u2018DG Digital Show\u2019\u2014a monthly series of digital-only fashion events, in which all products are available for immediate purchase. The brand announced the news with a \u201990s-inspired fashion film, shot in New York City and showcasing decidedly wearable pieces like high-rise embellished jeans, plaid sleeveless blazers and perfectly-cropped white T-shirts.<\/p>\n

Later in the afternoon, a virtual runway event was staged, which could be watched via Livestream (there were no in-person attendees), with every piece simultaneously stocked online at the Dolce & Gabbana website. This idea\u2014known colloquially as ‘see-now, buy-now’\u2014breaks with industry tradition. There is usually a six month delay between a runway show and the clothes being available to buy in-store. This window of time allows the designers to gauge industry and customer feedback before creating the actual pieces.<\/p>\n

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A post shared by Dolce&Gabbana (@dolcegabbana)<\/a><\/p>\n<\/div>\n<\/blockquote>\n