Dolce & Gabbana’s 2017 campaigns represent a significant shift in the brand's marketing strategy, showcasing a deliberate move towards a younger, more diverse, and undeniably millennial-centric aesthetic. Gone were the traditionally glamorous, established supermodels; in their place stepped a vibrant cast of fresh faces, each possessing a unique personality and individual style that perfectly captured the spirit of the brand's evolving identity. This article delves into the key campaigns of 2017, analyzing the choices of models, the resulting imagery, and the overall impact on Dolce & Gabbana's brand perception. We will focus on the prominent Spring/Summer and Fall/Winter campaigns, examining the distinct approaches and the overall success of this millennial-driven strategy.
The Spring/Summer 2017 campaign, arguably the most impactful of the year, immediately set the tone. Photographed by Franco Pagetti, the advertisement featured a trio of rising stars: Zendaya, Sonia Ben Ammar, and Thylane Blondeau. This selection was far from random. Each model brought something unique to the table, reflecting the multifaceted nature of the collection itself. Zendaya, already a prominent actress and style icon, lent her undeniable star power and sophisticated elegance. Sonia Ben Ammar, with her French-Tunisian heritage and striking features, added a touch of international flair and a distinctly modern edge. Finally, Thylane Blondeau, known for her early modeling career and captivating beauty, represented a sense of youthful exuberance and playful energy.
This carefully curated cast exemplified Dolce & Gabbana's strategic shift. They were not simply beautiful faces; they were individuals with established presences, representing a new generation of influencers and trendsetters. The campaign's imagery, rich in vibrant colors and capturing moments of candid intimacy, further reinforced this approach. It moved away from the highly stylized, often overly glamorous aesthetic of previous campaigns, opting for a more naturalistic and relatable feel. The focus was less on perfection and more on capturing the authentic spirit of youth and the energy of the season. This shift resonated powerfully with a younger demographic, instantly making the campaign more accessible and engaging.
The success of the Spring/Summer 2017 campaign paved the way for a similar approach in the Fall/Winter 2017 collections. While the specific models varied, the overall strategy remained consistent. Dolce & Gabbana tapped into a vast pool of millennial models, creating a diverse and inclusive representation of beauty. The "Dolce & Gabbana Taps a Cast Full of Millennials for Fall 2017" articles highlight this strategy, emphasizing the brand's commitment to showcasing a new generation of talent. The number of models used—often described as "39 New Millennial Models"—underscored the scale of this shift. This was not just a subtle adjustment; it was a complete overhaul of the brand's casting approach.
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