DOLCE & GABBANA SHOW COUTURE FOR THE FIRST TIME

Dolce & Gabbana‘s first ever couture show on July 9 will be held not in Paris, but rather Taormina, Sicily, referencing their cultural roots much like their choice to cast real, Sicilian men in their Men’s Spring 2013 collection.  Dolce & Gabbana’s first couture show will also be a very exclusive affair, open only to “select” clients with a mere three new outlets invited to attend. Their couture show comes only a year after shutting down their lower-priced line, D&G, in order to focus “more strength and energy” on their other collections. According to Vanessa Friedman from FT, the designers, “have been interested in exploring this area for awhile,” as a sort of “artistic challenge.” Hosting their first couture show in Sicily, despite being true to the brand’s origins and aesthetic, also provides the designers with a number of advantages. Holding the show at a distance from Paris cultivates the exclusivity and allure of their show, while holding them exempt from the very strict requirements of the French couture world that are applied to any label wishing to call itself a couture house. Also by limiting the media exposure to three, all non-American news papers, Dolce & Gabbana gain further control over the type of media image and report their first collection will receive. Dolce & Gabbana aren’t the first Italian design house to branch out into couture, this year’s Paris couture shows will also include first time couture offerings from both Versace and Armani Prive.

-Emily Kirkpatrick for The Untitled Magazine

 

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