Dolce and Gabbana Paints a Picture of a Stylish Fashion Family
Laura McQuarrie — July 18, 2015 — Marketing
References: dolcegabbana & pulse.ng
Building off of the Autumn and Winter 2015 Dolce and Gabbana collection, the luxury brand continues to explore themes of motherhood and building a fashion family.
Using a cast of more than 20 models, the brand is now showcasing looks for men, women and children of all ages. Some of the iconic faces in the fashion advertisement include Monica Bellucci, Sora Choi, Vittoria Ceretti, as well as the young daughters of models and even a few of the grandmothers who were featured in last season's campaigns.
As a brand that's Italian to the core, the choice to create a big family portrait is a fitting one. As an extension of the #DGFamily, the print campaign is reminiscent of the #DGFamily site where anyone can upload a family portrait to become part of the Dolce and Gabbana family.
Using a cast of more than 20 models, the brand is now showcasing looks for men, women and children of all ages. Some of the iconic faces in the fashion advertisement include Monica Bellucci, Sora Choi, Vittoria Ceretti, as well as the young daughters of models and even a few of the grandmothers who were featured in last season's campaigns.
As a brand that's Italian to the core, the choice to create a big family portrait is a fitting one. As an extension of the #DGFamily, the print campaign is reminiscent of the #DGFamily site where anyone can upload a family portrait to become part of the Dolce and Gabbana family.
Trend Themes
1. Family-inclusive Fashion - Brands like Dolce and Gabbana are exploring themes of motherhood and family by showcasing clothing for men, women, and children of all ages.
2. Intergenerational Advertising - Using models of all ages, Dolce and Gabbana's familial fashion ads are a great example of intergenerational advertising, which has disrupted the traditional ways brands reach their audiences.
3. Consumer-created Brand Communities - Dolce and Gabbana's #DGFamily site allows anyone to upload a family portrait to become part of the brand's community, is reflective of the trend towards consumer-created brand communities.
Industry Implications
1. Fashion - Familial fashion ads showcase the potential of targeting multiple generations in clothing marketing.
2. Marketing and Advertising - Intergenerational advertising is a new and innovative way for brands to reach a wider audience and increase engagement.
3. Social Media - Consumer-created brand communities like #DGFamily are changing the way brands connect with their audience and utilizing user-generated content to drive engagement.
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