As we continue to operate virtually, the Italian fashion house has found new and exciting ways to engage with consumers. It feels that everything is done virtually these days (Zoom fatigue is real), but many fashion brands are finding new and exciting ways to engage with consumers that go beyond simply live-streaming new collections.
For Dolce & Gabbana’s Digital Holiday Gifting Campaign, it enlisted production company Happy Finish and film company Happycentro to create a stop-motion video filmed at the Dolce & Gabbana headquarters in Milan. The project uses compositing studio animations and 3D-printed DLP technology to create a charming way to showcase the luxury brand’s latest creations. The creative project features 3D mannequins of founders Domenico Dolce and Stefano Gabbana, whose heads were made using photos of the designers and then 3D printed with DLP technology. The technology uses a photosensitive resin that polymerizes when exposed to UV rays — in other words, the resins combine to form a solid structure. The neck joints were then engineered to allow for micro-movements and were printed with FDM technology. Finally, the heads and glasses were hand-painted with acrylic colors.
The one-minute video, With Love from Domenico and Stefano: #DGHolidays 2020, features animated versions (almost like action figures) of the designers wandering enthusiastically through the headquarters, stopping by library shelves and tailors’ workbenches, and “driving” a pair of men’s shoes, as they present the latest holiday collection. The animated versions of the designers reveal the craftsmanship and thought behind each of the holiday creations in a fun new way. Viewers will get a chance to get a behind-the-scenes look at where the magic happens inside the headquarters, as well as see how products are sewed by hand and more. The video also touches on collaborations, including Dolce & Gabbana and Smeg, Fiasconaro Panettone, and Hypebeast.
Not only is this the brand’s first-ever animation of its kind, but this season also marks the inauguration of the Virtual Boutique. Especially around the holiday season, shoppers are craving the in-person shopping experience more than ever. The launch of the Virtual Boutique fuses the digital world and reality, allowing shoppers to experience the human connection and the accessibility of shopping online. Through the website, anyone can book a virtual tour of boutiques around the world with a 360-degree virtual tour. The virtual tours can be accessed at any time and place, allowing shoppers to further discover the brand’s DNA through the unique architecture and style of each store. Client Advisors will also be available via phone or video to answer questions about the collection and assist customers in purchasing products. Shoppers can also set up a wish list to go back and purchase things they love later on. Shop from Dolce & Gabbana’s stores in Paris; the Miami Design District; Osaka, Japan; Shanghai; and Chadstone in Australia.
Dolce & Gabbana is also launching digital fashion shows on its website and social media channels to present new collections that will also be immediately shoppable for the first time. Following the shows, the men’s and women’s collections will be available both in stores and online. Collections will feature wearable, street style clothing, perfect for our new normal.
For more information, visit dolcegabbana.com
words by Emma Reynolds