You may be witnessing the decline of the tried-and-true models. Diversity is intensifying in the modeling world, and models of all different shapes, sizes, and backgrounds are being hired to walk the runway. Recently, Dolce & Gabbana revamped what it means to be a model by hiring social media influencers to walk their runway. Many modeling agencies are taking the same hint and hiring them to model their collections as well.
Dolce & Gabbana are catering to the millennial population with their new campaign policy. Essentially, if you’re young and popular amongst the millennial crowd, then you belong in our clothes on our runway. In their advertising campaign, they featured many millennial influencers such as Instagram sensation Cameron Dallas, former Disney star Zendaya, and Cindy Crawford’s son Presley Gerber.
For their recent Men’s Spring/Summer 2017 show in Milan, Dolce & Gabbana strut out a new set of faces—teenagers popular on Instagram, Twitter, or the children of your parent’s teen idols. By placing these non-models in the spotlight and onto the runway, Dolce & Gabbana tries to present their brand less as high-fashion and more as relatable to the general public.
Most of these “models” are in their late teens and early 20’s, and started off in a whole other industry, such as television or music. Even those like Cameron Dallas never expected their social media brand to take off but now their careers are stretching beyond the Instagram square and onto the runway.
These seemingly average people mirror the casual aesthetic of Dolce & Gabbana’s new collection. It’s the revamped modern street style combined with Dolce & Gabbana’s classic elegance. This collection perfectly juxtaposes formal and casual as seen in the printed bomber jackets and men’s cropped dress pants. The girls wore a wide array of florals on either a dress or paired with loose distressed jeans. They also released multiple vibrant military jackets with buttons and sew-on patches for their men’s and women’s collection.
As a broke college student, you don’t have the funds to drop $3,000 on a new Dolce & Gabbana blazer. Dolce & Gabbana is aware of that. They also know their current clientele does have the wallet to cash out on their seasonal handbags and isn’t veering away any time soon. By using these younger, more “relatable” models, they are catering to the next generation of buyers. This business technique has set the standard for the future buyer and made a brand that the projected buyer can grow up with rather than just be integrated into.
Dolce & Gabbana is making a smart move. By influencing the sons and daughters of current consumers, Dolce & Gabbana is guaranteeing their staying power in the fashion industry.
Pamela Jew is a staff writer. Email her at firstname.lastname@example.org.