#LoveInStyle: D&G “Viva la mamma”

Dolce & Gabbana is a luxury Italian fashion house founded in 1985 in Legnano by Italian designers Domenico Dolce and Stefano Gabbana.

The two met in Milan in 1980 and designed for the same fashion house. In 1982 they established a designer consulting studio; in time it grew to become “Dolce & Gabbana”. They presented their first women’s collection in 1985 in Milan, where a year later their store would open its doors.

In 1988, they launched their leotard line, and in 1989 they began designing underwear and swimming costumes. Dolce & Gabbana started to export their products to Japan and other countries like the U.S., where they found their own showroom in 1990.

We would like to focus on their 2015 collection and are delighted to present:

Dolce & Gabbana celebrates motherhood at Milan fashion week

Fashion brand’s autumn/winter collection ’15 includes drawings by children and models on catwalk carrying babies and toddlers.

Dolce & Gabbana’s autumn/winter collection at Milan fashion week was called
“Viva la mamma”. It was a celebration of mothers everywhere.

As with all shows from the brand, the clue came with the invitation, which featured drawings by children dedicated to their mums with messages such as “ti amo mama
(I love you, mum) scrawled in sweet, wobbly handwriting. The theme was then underlined by the tableau at the back of the catwalk – it featured grownup models along with babies, toddlers, and children.

All dressed in Dolce, the scene was like a live, art-directed family portrait. This show was evolved from the menswear equivalent in January, which was dedicated to family and had particularly photogenic ones – from grandmothers to children – as the tableau. Both shows came with Twitter hashtags to increase the social media presence of such snap-able images, this time, #DGmamma.

Designers Domenico Dolce and Stefano Gabbana like to take a theme and run with it. One model was six months pregnant, three carried babies and at one point a little girl walked down the catwalk – all to the applause of the front row, accompanied by the warbling of the Spice Girls’ 1996 hit Mama.


This theme had an effect on the actual clothes too. Sweaters and dresses featured similarly scrawled messages rendered in sequins, and a mother-and-child print and a later section of the show used drawings the designers did as children as prints on pretty silk dresses. Other parts of the collection deviated from the theme and included jewelled headphones – likely to become a highly prized accessory of the young and rich next season.

Playing with symbols of femininity, brand classics were all present: wiggle dresses with elbow-length sleeves and rose prints, pencil skirt suits, embellished doctor bags, lingerie-inspired lace and the influence of the early-60s silhouette. The mix of the wholesomeness of family with a healthy dollop of sexy is a trademark of this quintessentially Italian brand that turns 20 in October.

Dolce & Gabbana are one of the 10 most successful Italian brands according to a study. The research, conducted by Mediobanca, surveyed 135 fashion companies. It suggests that a lot of this success is down to exports – the brand is available to buy in 40 countries and 79% of sales in 2013 came from overseas. Universal themes such as family will only help that cause – they translate into any language. Including children in this womenswear show is likely to translate well to social media.

Love is in the air and the best present we can have from true feelings is a family and children.

Follow LoveStoryPpl and share your family story with us, using today’s hashtag #LoveInStyle






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