2023/04 Dolce & Gabbana – DG Logo Bag
Details:
Dolce & Gabbana
DG Logo Bag
Carry-Over
Via della Spiga 2, Milan
Review:
by Peter Hamer
may 9, 2023
Before I give my opinion on this window, I need to say something about Dolce & Gabbana. I admit I’ve been partial to the brand and have often referred to it as the “last brand” to have become a real lifestyle brand. In my ranking, they’ve now lost this title to Chiara Ferragni, but that’s a different story. As a lifestyle, they’re one of the few fashion brands that can literally put their name on anything, and it would make sense. This has been a blessing for the brand as once in a while they become marketing hits. Hits in terms of coherence, relevance, impact, and wow factor. But this blessing is also a curse. In the case of Dolce & Gabbana, this curse manifests itself through the consequence of having so many different activities. If the activity does not have an immediate impact, poof! Gone! If on the other hand, the activity has that wow factor, it is milked until the last drop. Is this be the case with the Kardashians? Or was Ciao, Kim one to be archived?
If you’ve read my Ciao, Kim review, you know I think it was a great concept. A display with a great photo, no product, the right timing and with a relevant message. These were also the elements that made it stand out because it created a dialogue that went beyond the window display because everyone that looked at it had an opinion. And having an opinion is already fruit for dialogue. The Ciao, Kim evolved into a more commercial display by adding products to the display for the launch of the collection, and after the Milan Design Week displays, it’s now time for the DG Logo Bag, or Ciao, Kylie?
Kylie Jenner, shot by Mert & Marcus, poses next to the DG Logo Bag. But why Kylie? As far as I know, she had nothing to do with the SS23 product selection, music, styling, show, and all other elements Kim was involved in during the season. So if we’re still talking about the SS23 collection, and we are, what is the relationship between Kylie and the brand? I can only think of Kim. For me the association I have between Kim and the brand is stronger than with Kylie and the brand. And this is where this concept starts to dilute up to the point it doesn’t have much to say.
This shallow feeling is then amplified by the product on display: the DG Logo Bag, an entry-level product competitively priced at 995€. Something Kim was kept away from during her displays. But what does this say about this whole operation? If this were a discussion forum I’d ask for your opinion because I’m sure we could have an interesting discussion. But you know what, I think I’ve given enough depth to something that just doesn’t have it.
Ciao, Kim took time and was great in terms of execution and dialogue, now I wonder if I was the only one to think so. But considering the pattern of the brand, I will have an answer to my question based on their next display, vedremo…
