Swide Magazine by Dolce&Gabbana

STOP PRESS!! Why exactly would designers Dolce & Gabbana decide to show their forthcoming spring/summer 2010 womenswear collection online a few days before its Milan catwalk show debut? Swide finds out what Stefano Gabbana has to say on the brand's plans.

Coming soon courtesy of www.swide.com and Youtube and live on Fashion TV, the two ‘Made in Italy’ designers will offer a unique preview window to their spring/summer 2010 womenswear collections.

Click here to se the full series of Pre-Show Diairies

The question for many is whether this ‘behind the scenes’ look at the new collection will capture its inspirations or enable a preview of the mood to become apparent. Without the traces of a press office however this forthcoming collection will instead be left open to the public’s interpretation.

This unique preview of Dolce & Gabbana’s catwalk show on September 27th (held at the Metropol theatre, Milan) will launch a clear statement of a new media revolution and a direct form of participation for the audience.

The forthcoming collection, which usually remains a secret prior to its catwalk appearance, will instead become the centre of a 360-degree technological communication for the press, the fashion industry and importantly for the public.

It will no longer be the case to define Dolce & Gabbana’s customers as simply consumers. The relationship between the brand and its customers will become much larger, revolutionary in fact encompassing everybody from journalists, stylists, and bloggers, to of course the designers themselves. A sign surely of a new form of entertainment?

This new series of “Pre-Show Diaries” will compose of video footage that open previously unseen windows on the work of designers Domenico Dolce and Stefano Gabbana and their style team in the days prior to their catwalk show.

Is the rationale behind this project to see the designers at work or to tell a backstage story? As it happens, neither…the footage will be treated literally – the collection in all its glory in the run-up to the catwalk show.

It’s a revolution that unhinges the usual industry mechanism of focusing attention solely on the now arguably anachronistic catwalk concept, and which could answer swirling industry debate as to whether fashion is as enigmatic as it once was by bringing the public’s attention back to the product and the magic of a collection.

In response to these new changes, Stefano Gabbana exclusively explained to www.swide.com,

“The point is that it’s no longer possible to only direct our message at the industry. Although this remains fundamental we also want to explore a direct contact with the consumer”.

During the last few days in New York and London, the need for change has become apparent. Influential bloggers were sat in third or forth rows, and models sent backstage images via twitter in real-time. The format of parading models down a runway isn’t holding people’s attention anymore and is in need of a media and technology revolution. The question remains as to whether by Dolce & Gabbana taking the lead it will ensure collections once return once again to the centre of fashion communication.

“We have ideas” is Domenico Dolce’s final and poetic thought on the matter. (gf)

 

**STAY POSTED ON SWIDE AS WE BRING YOU THESE EXCLUSIVE PRE-SHOW DIARIES ALLOWING YOU TO PREVIEW THE S/S 2010 DOLCE & GABBANA WOMENSWEAR COLLECTION **

D&G S/S 2010 womenswear show: SEPTEMBER 24TH 2009, 04.00pm (GMT + 1)

DOLCE & GABBANA S/S 2010 womenswear show : SEPTEMBER 27th 2009, 01.00pm (GMT + 1)

PLUS follow us on Twitter as we bring you the gossip in real-time twitter.com/Swide

Source & Photo Credits: Dolce & Gabbana

Click here to se the full series of Pre-Show Diairies

 

TAGS: dolce&gabbana d&g stefano gabbana bloggers preview fashion show revolution online magazine spring/summer 2010 womenswear milan fashion week twitter