Dolce & Gabbana Is Controversial Because Of Its Ugly Design.

No matter how the fashion critics fight against Italy.

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Brand

The double group is still running on the road without industry rules. Some analysts believe that the brand should be alert to the potential danger behind the Carnival Carnival.

The Dolce & Gabbana 2018 spring and summer men's wear series was released shortly after the opening of Chinese youth idol and TFboys member Wang Junkai once again aroused widespread concern in China.

Before that, Dolce & Gabbana invited Chinese fashion bloggers and KOL gogoboi, Fil Xiao Bai, Chen Xuedong and Sheng Yi Lan to Milan to take the show.

The brand's red lineup is no longer news. As early as last year's 2017 autumn and winter men's wear series was launched, the brand completely abandoned professional models, and attracted fans from all over the world, including huge fans of KOL, Internet Celebrities and celebrities.

The criteria for screening these red men are very simple and direct. That is the amount of fans or the blood relationship of celebrities. Without a large number of followers or relatives of a celebrity, there is no chance to get on the T station of Dolce & Gabbana.

According to the world clothing shoes and hats net, this time Wang Junkai boarded his T platform because the brand side took a fancy to its appeal in the Chinese market.

Wang Junkai, who owns more than 20 million fans, took over the official micro-blog of the brand. The total number of 4 micro-blog issued was more than 50 thousand forwarding. After that, Wang Junkai himself micro-blog forwarded 2 million 520 thousand times.

This time, besides Wang Junkai, the show also includes the sons of rap star Snoop Dogg, nephew of Clinton, son of Pearce Bresnan, and many faces that are strange to you, but are the favorite social media of a certain country, such as Mario Maurer in Thailand, Juan Pablo Zurita in Mexico, Princess from Greece, etc.

The intention of the brand is very obvious, using KOL to influence every corner of the globe.

Dolce & Gabbana uncover the ambition of the millennial generation, trying to turn the power of the millennial KOL directly into a brand new generation of consumers with high spending power for the brand, so as to grasp the future market.

But now that more and more luxury brands are struggling to avoid being marginalized, they are scramble for the Millennium market, but Dolce Gabbana & amp; C has caused more controversy because of its extreme measures.

When more and more fashion critics questioned the impetuosity of Dolce & Gabbana and lost the bottom line, Stefano Gabbana, co-founder of Dolce & Gabbana and one of the creative directors, responded directly. Now the media and commentators are no longer aware of the millennial generation.

But is it the commentator who doesn't know whether the millennial generation is the future or is Dolce & Gabbana narrowly defined the millennial generation?

Tang cream, a domestic fashion critic, thinks that "it is not youth but celebration of privilege, wealth and class."

She also believes that the stars chosen by brands can not represent the millennial generation, and there are different levels of idols in every age.

The millennial strategy is only part of the Dolce values and Gabbana's dangerous values, and more signs reveal their values.

The latest spring and summer series released two episodes.

First, Miley Cyrus's younger brother Braison Cyrus took part in the show. Miley Cyrus congratulated his brother's colleagues on Instagram and issued a disagreement with Dolce and Gabbana's support for Trump's political stance.

The designer immediately forwarded the tweets on Instagram, indicating that she would no longer invite Braison Cyrus.

Another episode is also about the political position of designer combinations.

Dolce &Gabbana was criticized for setting up the first lady of the United States Melanie Trump. They had made Melanie Trump wear a coat of more than 50 thousand dollars.

In the fashion industry of Hilary, Dolce &Gabbana stood on the opposite side of the fashion industry and aroused many people's aversion and boycott.

Social media has thus emerged a topic tag #BoycottDolce&Gabbana (boycott Dolce&Gabbana).

I didn't expect Dolce and Gabbana to write this topic on the brand T-shirt, and took a group of advertisements to try to resolve the serious confrontation with irony.

In this regard, the designer said in the background, "this is irony! A joke.

Now people are too easy to use some heavy words. They are too aggressive. We think the world needs love. For us, fashion is love.

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Many people who oppose Trump do not buy it, but what is unexpected is that the voice of opposition appeared in the show model.

When the spring and summer series was released in 2018, the musician Roury took off his yellow jacket, exposing slogans written on him, "boycott", "give me freedom" and "I don't want to be a scapegoat for D&G".

Roury's audience, surrounded by cheering young men and women, including many commentators, thought it was a deliberately designed link of Dolce & Gabbana.

However, Roury told the media in an interview afterwards that he had gone to Milan the day before he knew the brand's support for Trump's political position. As a member of the opposition to Trump, he thought he should do something.

He felt very lonely and proud at that moment.

However, the seemingly ironic irony of Dolce & Gabbana actually conveys some kind of signal.

It has obliterated people's serious position and dispelled the true meaning of "boycott" in a smile. This may represent some of the rich millennial attitude towards life, but it makes many rational consumers feel disgusted.

There are various signs that Dolce & Gabbana both show the opposite attitude to traditional industries, regardless of brand strategy or position.

In fact, the brand has been challenging the authority of traditional fashion media for many years. The contradiction with the major media has been constantly intensifying, including W in New York, Kangtai's Nash group's "W" and "Vogue" Italy edition, WWD, Vanity Fair and so on.

Last year, the brand's blacklisting of a newspaper in New York caused widespread controversy in the industry.

A newspaper in New York is one of the few media that still uses the objective tone to evaluate the fashion week. It is not the media coverage of more and more Instagram oriented, Carnival Carnival and ignoring the essence of fashion.

Nine years ago, when Cathy Horyn took charge of the fashion section of a newspaper in New York, it was blacklisted by Dolce & Gabbana for nine years.

Cathy Horyn's colleague Guy Trebay and the fashion director Vanessa Friedman of a newspaper in New York are also listed on the blacklist.

Vanity Fair has been taken away from the Nash group in Kangtai for its brand threat by trying to cover the Dolce & Gabbana tax avoidance case.

Dolce & Gabbana requires that the media not be able to publish opinions that make the brand feel "unfair", just as they think Miley Cyrus's opinion is.

As the brand shifts to the millennial generation and the recent trend of decline in traditional fashion reviews, the traditional industry's opinions are less concerned with brands, and the KOL's appeal can affect brand sales.

However, some analysts believe that it seems that the move to eliminate the old and welcome the new is actually a retrogression in history. Too impetuous to destroy the brand sooner or later will not only be untenable at the level of moral value, but also the brand's recent products are constantly repeating the past and nothing new.

This corresponds to the constant renovation of the brand marketing topic. From the model's self timer on the T stage to the current whole network red lineup, the brand obviously has more efforts in topic marketing.

But many cases show that the influence of the fans economy on the actual sales of the brand is becoming more and more limited.

Exaggerated printing, Sicily, bright suit, black lace and golden accessories.

Despite the different themes of the season, the overall image remains extremely stable in addition to the changes in printing and specific styles.

The 2018 spring and summer series added cards and Oriental elements to the new season, but there was not much novelty in comparison with the season.

It is still a question whether Dolce &Gabbana can catch their hearts for the millennials who are happy and weary and easy to appreciate.

To match the show's excitement, Italy's most profitable Dolce & Gabbana has been frustrated in recent years.

In 2012, Dolce & Gabbana cut off the secondary line brand D&G to simplify the product line, which led to a slowdown in growth.

There was also credible news last August that Dolce &Gabbana would be laying off 1000 people on a large scale.

Layoffs will mainly focus on Legnano's clothing factories and Val d'Arno's jewelry shops, and Milan headquarters will also cut down some employees.

The news pointed out that Dolce &Gabbana is streamlining its structure to pform the company from a family business into a listed company because of the soaring cost of fixed assets, while Gucci's former CEO Patrizio di Marco joining Dolce & Gabbana will also accelerate the listing process.

But so far, the brand has not had more capital moves.

In addition, the negative news of Dolce & Gabbana often promotes the brand to the public opinion center.

Not long ago, Dolce & Gabbana acknowledged that a golden necklace of "SEX" in 2003 copied the design of the Vivienne Westwood 80 age. The two designs were almost exactly the same, and the designer said it was a foolish and ignorant act.

Dolce and Gabbana, a group of commercials called #DG love China, sparked controversy and triggered heated discussions in China's social media.

The young generation in the advertising film is in sharp contrast to the embarrassed passers-by captured by the costumes. People have to question the brand's position again. It is doubtful whether the brand is advocating the view that "youth, wealth and appearance are the source of superiority".

In fact, the question of Dolce & Gabbana is no longer a matter of whether the brand needs to embrace the millennial generation, but its value to every brand behavior.

Indeed, the rules of the fashion industry are being overthrown, and the millennial generation has become the future of the market, which has become the consensus of the industry.

But the arrogant and impetuous brand attitude, the narrow understanding of the millennial generation, the invariable product design, and the brand behavior that are wandering on the sensitive edge will all become the resistance of the brand to embrace the future.

The danger of brands is often like a time bomb, hidden in the hustle of collective carnival.

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