Dolce & Gabbana against ‘see now, buy now’ and merged shows
At the recent Vogue Festival in London, the design duo expressed their views on the changes in tempo about which the fashion world has been debating for several weeks. Dolce & Gabbana has no intention of going with the flow, neither on ‘see now, buy now’, nor on mixed shows.
“Designers continue to work on a collection, and to change details, up to the last minute before the show. With ‘see now, buy now’, we would not be able to do this. A show remains a promotional event, in which we can excite the audience,” explained Stefano Gabbana, while Domenico Dolce added: “If you adopt a ‘see now, buy now’ approach, you have to design clothes five months in advance. There is no creativity any longer, only trade.”
According to them, bringing together men’s and women’s collections in the same show makes no sense. “They are two different things,” said Domenico Dolce.
“A man is a man, and a woman is a woman. We sell many of our products to men, and we need a show dedicated to them. For Dolce & Gabbana, it is impossible to mix the two,” concluded Stefano Gabbana.