By Kayla Hutzler at Luxury Daily
“Dolce & Gabbana has always pushed the envelope, so this new XY campaign is nothing new for the brand,” said Pam Danziger, president of Unity Marketing, Stephens, PA. “The launch through Facebook with only four photos is designed to spark curiosity so that fans will take action to find out more and it is bound to do that,” she said. Dolce & Gabbana did not respond by press deadline.
Who’s wearing the pants?
The majority of the campaign photos are black and white, with a few sequined items emphasized in purple or teal. The women’s collection photos contain two drastic looks: the ultra-feminine and the masculine. In one picture, half of female models are in chiffon gowns spotted with stars, while half are donned in tuxedo-inspired blazers, pants and suspenders. A consumer glancing quickly could easily mistake the photo as comprising three girls and three boys.
The second photo is done in the same way, with three girls wearing tight, flowered and sequined dresses and standing in model-esque poses while the other three models don blazers and sit in typical masculine poses.
The masculine and feminine lines are not quite as emphasized in the men’s collection campaign, but the theme is still apparent. In the photos men are in streamlined, slim-fit jackets and pants with two of them made completely of sequins in purple or silver. The campaign features actress and director Isabeli Fontana and model Noah Mills.
There is also a backstage video of the women’s Winter 2012 runway show to complement the photos.
The “FW 12 Must Haves Video” encompasses the same theme, with sections such as masculine overcoats tailored sensually, a rock star flair mixed with men’s cuts, a cascade of stars taking over the dresses, and the sensual side of the feminine with chiffon, laces and embroideries.
Men’s winter 2012 campaign shot
Snide on swide
The four photos released from the campaign encouraged users to interact and to visit the brand’s blog, Swide. “The lines of masculinity and femininity are blurring in Winter 2012 as the mix-up between genders heats up,” said the photo album on Faceook.
“The game is on and the Dolce & Gabbana Winter 2012 Campaign Pictures are here,” it said. “Not satisfied?? Well, Click Here and take a look at Swide.com for more love of the mix and match attitude between masculine and feminine attitudes. What is your attitude?” Asking consumers to take stand or choose a side gets the consumers thinking and studying the campaign photos for longer than usual. But then what? “If Dolce & Gabbana can get their fans to move beyond the Facebook page to the Web site, that is a definite plus for them and could translate into orders,” Ms. Danziger said.
“The request to get the Facebook friend to ‘choose an attitude’ is basic to direct marketing, getting the target customer to take action and commit themselves,” she said. When users click through to the Swide page, they are met with a slideshow of photos from the winter 2012 runway, as well as a blog post that describes the feminine or masculine spirit of chosen items.
The brand also sent out posts through Twitter that link to the Facebook photo album, as well as to the video on Swide.com.
Twitter blasts from Dolce & Gabbana
The Dolce & Gabbana homepage at http://www.dolcegabbana.com/ also features a photo-link to the campaign images.
However, Ms. Danziger does have some concern as to whether the social media introduction of the campaign images will ultimately be successful. “The final question is, will the fashion presented ultimately attract the customers to buy?” Ms. Danziger said.
“Based on the comments posted on Facebook, the new collection is a hit, but then again are these fans also capable of buying the brand?” she said.
Kayla Hutzler, editorial assistant on Luxury Daily, New York