Brand Me Comp 2 Lara Connolly

INTRO

This piece of work is a follow up to my ‘Brand Me’ work previously, where I will be taking what I learnt about myself as a creative and put it to work. I have now gained a clearer understanding of who I am as a person since researching into myself and who I am. The aim is to further my work in ‘Brand Me’ to further discovery, This will appropriately allow me build my own brand and tell my own story. This research will help my FMP develoment too.

CONT ENTS

LARA CONNOLLY

PRIMARY RESEARCH IN TOKYO

WHY I CHOSE VOGUE JAPAN AND MODE ET MODE:

From February 17th to 21st, 2025, I traveled on a trip to Tokyo to conduct market research, aiming to discover fashion brands that stood out yet aligned with my concept/luxury market level. While exploring, I visited areas like Harajuku, expecting to find unique brands that blended avant-garde creativity with luxury. However, I found that the district was predominantly filled with high-end luxury brands like Dior, Chanel and others, which didn’t quite match what I was looking for. Despite this, I came across two fashion magazines that caught my eye, Mode Et Mode and Vogue Japan. Mode Et Mode particularly stood out, featuring stunning images and showcasing brands like Schiaparelli, Dolce And Gabbana and Jean Paul Gaultier, which resonated with my tastes. These magazines gave me inspiration and insights into the kind of creative and luxurious aesthetics I aim to incorporate into my own work.

Vogue Japan is the Japanese edition of the iconic international fashion magazine Vogue, which was first launched in 1999. The magazine is part of the global Vogue family, known for its high-fashion content, trend forecasting, and coverage of art, culture, beauty, and lifestyle. Vogue Japan showcases the latest trends in high fashion, with a particular emphasis on the work of Japanese designers as well as international luxury brands. The magazine is deeply connected to Japanese culture and is known for interpreting global fashion trends through the lens of Japanese style. This includes a mix of minimalist design, attention to detail, and craftsmanship, which are often at the heart of Japanese fashion. Vogue Japan is also mindful of the country’s history and traditions, often incorporating those elements into editorial features.

Mode Et Mode is a high-fashion Japanese magazine known for its avant-garde approach to fashion and art. It is renowned for focusing on a more conceptual, artistic side of fashion, often showcasing bold, creative, and high-fashion designs that blend luxury with experimental aesthetics. The magazine highlights fashion’s artistic potential, making it a valuable resource for those interested in pushing boundaries within the fashion industry. It regularly features editorial spreads that go beyond simple styling and focus heavily on the creative direction and storytelling within fashion. This aligns with avant-garde movements and showcases collections that experiment with form, materials, and design philosophy. Mode Et Mode consistently features luxury brands, It highlights high-end designers, often showcasing names like Schiaparelli, Jean Paul Gaultier, and other iconic luxury labels, blending cutting-edge design with classic luxury, known for its striking photography and editorial content, which often take on a more artistic, almost surreal style. The imagery frequently blurs the lines between fashion, art, and culture, capturing the beauty of fashion in a unique and often dramatic way. Mode Et Mode is a source of inspiration, offering creative direction and influencing both designers and fashion lovers. It’s particularly influential for people seeking to explore fashion beyond traditional commercial boundaries, often catering to readers with a taste for the conceptual and luxury. This magazine appeals to those interested in fashion as an art form, offering deep insights into the world of high fashion and the innovative, often boundary-pushing designs that define it.

Edit created on Photoshop to show the brands that stuck out to me

WHAT BRANDS STUCK OUT TO ME FROM THESE MAGAZINES?

Through conducting primary research and reviewing various fashion magazines, I’ve found that the brands that truly stood out to me from Mode Et Mode in particular were Dolce & Gabbana, Jean Paul Gaultier, and Schiaparelli. These brands, which I had previously explored in Component 1, continue to captivate my attention with their distinctive styles and rich histories. What I particularly admire about all of these brands is the exceptional level of detail in their designs and the creativity they exhibit. Dolce & Gabbana’s intricate embellishments and luxurious aesthetics, Jean Paul Gaultier’s bold, innovative designs, and Schiaparelli’s avant-garde approach all showcase an impressive commitment to craftsmanship and originality. Each brand offers a unique blend of artistic vision and attention to detail, making them truly inspiring

I will be presenting and laying out my work in the same layout of the magazine Mode Et Mode to express the maximalist side of fashion along with the different brands I have researched

WHAT IS CONCEPT?

WHAT MARKET LEVEL AM I?

As I continue to develop my brand, I am dedicated to further researching which market level I truly sit within, whether that be concept, luxury, or another segment of the fashion industry. While I am certain that my brand does not align with fast fashion, I have been torn between the concept and luxury market levels for some time. To gain clarity, I will be investigating various factors to better understand where my brand fits. By analyzing conceptual brands and luxury fashion labels, I aim to identify the distinguishing characteristics that define each market level and ultimately determine where my own designs belong within the broader fashion landscape.

To deepen my understanding of what conceptual fashion truly is, I will be researching clearly established conceptual brands like Charles Jeffrey, John Galliano, and Matty Bovan. Each of these designers offers a unique perspective on fashion, blending artistic expression with innovative design to challenge conventional aesthetics. By analyzing their collections, runway shows, and brand philosophies, I aim to grasp how they use fashion as a medium for storytelling, experimentation, and cultural commentary. Through this research, I will explore how their designs transcend traditional fashion to become conceptual art, and how they integrate elements like gender, identity, and social commentary into their work. Understanding these key players in conceptual fashion will help me better define where my own brand fits within this creative space.

CHARLES JEFFREY

Charles Jeffrey is a Scottish fashion designer known for his avant-garde, gender-fluid designs that blend bold artistic concepts with high fashion. He launched his brand Charles Jeffrey Loverboy in 2015, which quickly gained recognition for its unique approach to fashion, mixing elements of subculture, theater, and performance art. His work is often described as rebellious, playful, and full of personal expression, positioning him firmly within the conceptual fashion space.

Charles Jeffrey is considered a conceptual fashion brand. Known for its avant-garde approach to design, Charles Jeffrey’s collections often blend elements of high fashion, streetwear, and subculture references, creating bold and experimental aesthetics. Jeffrey’s brand has been recognized for pushing the boundaries of fashion, often using performance and art in his runway presentations, which reinforces his conceptual approach. His designs are not just about clothing, they often explore deeper cultural and personal themes, making them more conceptual in nature.

The collection that stood out to me is Charles Jeffrey’s most popular and conceptual one in the Autumn/Winter 2020 collection, which was showcased at London Fashion Week. This collection further explored themes of queer identity, punk, and theatricality, The show featured dramatic performances by models, with the runway presentation blurring the lines between fashion and live art.

WHAT COLLECTION STOOD OUT TO ME BY CHARLES JEFFREY

This collection stands out to me for its bold exploration of identity and tradition, showing Jeffrey’s reputation as a designer who uses fashion as a platform for self and cultural expression. It’s another example of his conceptual approach, where fashion becomes a medium for deeper artistic expression. I chose to research Charles Jeffrey more deeply because his approach to fashion perfectly embodies the kind of bold, experimental aesthetic I’ve always admired.

So far, I don’t think Charles Jeffrey is entirely my style, as his bold, theatrical approach feels a bit outside the direction I’m aiming for. While I admire his creativity and the way he pushes boundaries, I don’t feel like my work and style aligns with his experimental aesthetic at this moment. However, I will continue to develop my conceptual fashion research to gain a deeper understanding of what truly defines this, as I believe there’s always room for growth. Right now, I feel that I lean more towards luxury fashion. Still, my research will help me further define where my brand sits and allow me to merge elements of both worlds as I continue to evolve.

MATTY BOVAN

Matty Bovan is very conceptual in his work. Known for his bold designs, Bovan’s collections explore themes of identity, subculture, and the intersection of fashion with art and performance. His work frequently pushes the boundaries of traditional fashion design, using vibrant colors and experimental textiles to create thought-provoking pieces. Bovan’s approach is conceptual and challenges norms and explores deeper cultural and social ideas, making his work an exciting and intellectually engaging part of contemporary fashion.

Matty Bovan is a British fashion designer known for his bold approach to design. He gained attention for his collections that often combine vibrant colors and intricate textures. Bovan is recognized for his conceptual work, blending art, performance, and fashion, often exploring themes of identity, subculture, and self-expression. Bovan studied at Central Saint Martins, where he developed his distinctive style. He rose in the fashion world after showing his collections during London Fashion Week, where his work was celebrated for its creativity and originality. He has also collaborated with various brands, with his innovative and conceptual approach.

One of the collection’s standout features was the mix of styles and influences, ranging from the punk aesthetic to high fashion, often with a playful tone. Bovan used fashion to explore themes of self-expression, gender fluidity, and individuality, creating pieces that challenged traditional norms of style. The collection was a testament to Matty Bovan’s unique vision, blending art and fashion with a creative approach that continues to push the boundaries of conceptual design.

WHAT COLLECTION STOOD OUT TO ME BY MATTY BOVAN

Autumn/Winter 2021 Womenswear

Drawing on punk aesthetics, the collection challenged the norms of the fashion industry. This rebellion against conventional fashion can be seen as a conceptual statement about the power of fashion to challenge social constructs. The collection’s theatrical presentation and use of vibrant colours were also part of its conceptual nature. These visual elements were not only designed to be striking but also to communicate a larger message, making the collection an art piece as much as it was fashion.

Maison Margiela is a French luxury fashion house founded by Belgian designer Martin Margiela in 1988. Known for its luxury, deconstructivist approach, the brand quickly gained a reputation for pushing the boundaries of traditional fashion. The label is celebrated for its conceptual designs. Martin Margiela intentionally maintained a low profile, rarely appearing in public or in media interviews. This approach became a defining part of the brand, focusing attention on the work rather than the designer’s personality.

MAISON MARGIELA

Margiela’s collections have always been highly conceptual, blending art with fashion. Many of his designs challenge the conventional, playing with ideas of imperfection, time, and changing beauty norms. His work often draws on historical references, art, and everyday objects, making fashion a canvas for deeper exploration. His looks often feature highly detailed techniques such as hand-stitching, intricate beadwork, and fabric manipulation, showcasing the brand’s amazing of craftsmanship.

FIGURES 3

Like many of Margiela’s past collections, this one focused on the idea of deconstruction. The use of fabric combinations and design techniques added to the conceptual nature, questioning the traditional approaches to garment-making. Departing from traditional runway formats, Galliano curated an experience that transformed into a theatrical space. Models, including Gwendoline Christie, were on the runway in garments inspired by the night ambiance of Paris, featuring elements such as corsets, beadwork, and 1930s silhouettes. The collaboration with makeup artist Pat McGrath resulted in a porcelain-doll aesthetic, enhancing the ethereal quality of the presentation.

WHAT COLLECTION STOOD OUT TO ME BY MAISON

Maison Margiela’s Autumn/Winter 2024 collection, presented during Milan Fashion Week, exemplifies the brand’s commitment to blending casual and formal elements through design. Creative Director Heikki Salonen created a lineup that reimagined traditional uniforms by incorporating suiting, sharp-shouldered shirts, lace and leathers. These designs played with textures and proportions, offering a new perspective on everyday attire.

The show’s change from conventional formats and its deep exploration prompted the fashion industry to reconsider traditional presentation methods. It highlighted the potential of fashion to change clothing, becoming a medium for artistic and cultural expression. This collection is likely to inspire future designers to embrace innovation and narrative, shaping the evolution of fashion in the years to come.

Spring/Summer 2024

EXPLORING THE DIVIDE: CONCEPTUAL

VS LUXURY FASHION

SELECTING 3 CONCEPT IMAGES & 3 LUXURY IMAGES FROM @THELABRESEARCH1

LUXURY

Through my research on luxury fashion images posted on The Lab’s Instagram, I’ve discovered a strong connection to this market level. Compared to conceptual fashion, which often challenges traditional norms and pushes boundaries in ways I find intriguing but less me, luxury fashion feels more in line with my tastes and preferences. The elegance and sophistication of these pieces inspire me and align with my vision of what fashion should represent. This exploration has made me realise that luxury fashion not only appeals to me on a deeper level but also feels more like the direction I want to pursue and engage with in my own work.

Through my research on conceptual fashion brands showcased on The Lab’s Instagram, where fashion updates and trends are regularly posted, I’ve gained insights into the world of conceptual fashion. While exploring these avant-garde designs, I’ve realised that conceptual fashion doesn’t align with my personal market level. However, I find the creative nature of these brands fascinating. The way they challenge traditional norms and push fashion into new territories is inspiring, even if it’s not the direction I plan to pursue in my own work. This research has opened my eyes to the diverse possibilities within the fashion industry.

CONCEPT

LUXURY MARKET LEVEL

Now that I have established which brands align with the conceptual market level, I will begin researching luxury brands that reflect my personal style. I understand that if I find myself leaning more toward high-end luxury aesthetics than conceptual styles, I will shift my focus toward darker luxury brands. This direction will allow me to explore the intersection of high fashion and bold, edgy elements. By diving deeper into this space, I can refine my style and better understand how these darker luxury brands align with my evolving fashion tastes.

Avavav’s aesthetic is conceptual, often relying on visual wit to make a statement. For example, the brand has gained attention for its exaggerated, oversized designs, such as massive platform shoes that provoke intrigument. The brand’s unique approach has sparked conversations within the fashion world about the intersection of art and wearability. It’s not strictly focused on luxury in the traditional sense of exclusivity and heritage, but rather celebrates creativity, expression, and a more playful take on fashion. This has made Avavav particularly popular among fashion-forward individuals who enjoy wearing bold, statement-making pieces.

AVAVAV

Avava is in the concept and luxury fashion market, with a distinct focus on bold experimentation, and a high-fashion aesthetic. While it may not sit at the very top of the traditional luxury market (like brands such as Chanel or Louis Vuitton), it has a niche in contemporary luxury and high-concept fashion.The brand’s approach combines innovative, designs with an emphasis on exclusivity and high-quality craftsmanship.

Avavav is known for its unique, eye-catching pieces that often incorporate humor, satire, and unconventional elements, which places it firmly in the concept fashion space. At the same time, its attention to detail, premium materials, and limited releases appeal to the luxury market, attracting customers who appreciate both high art and high-quality fashion. In short, Avavav blends conceptual creativity with luxury, positioning itself as a fresh, bold, and experimental voice within the luxury fashion market.

AVAVAV MILAN FASHION WEEK FALL 2024.

At the Avavav Milan Fashion Week show in 2024, the brand once again made headlines with its bold approach to fashion. In a statement on consumerism and environmental impact, the show featured models walking the runway while rubbish was thrown at them by members of the audience. The show highlighted the brand’s conceptual style, using shock value to draw attention to social issues, such as the wastefulness within the fashion industry. As the models navigated the rubbish, the performance blurred the lines between art and fashion. This daring move solidified Avavav’s reputation for pushing boundaries and sparking conversation about the relationship between fashion, society, and the environment.

The overall concept was a commentary on how the internet, social media, and the rapid consumption of digital content shape modern fashion. The brand used the performance to explore how the internet has led to an overwhelming amount of trends and fast fashion in the industry. The rubbish thrown at the models symbolized the amount of trends that flood social media and consumer culture. Avavav highlighted the impact of fashion, making a statement about the nature of consumption and the excessiveness fostered by digital platforms. The show was a direct critique of how the internet contributes to the cycle of waste and fast-paced trends, further positioning Avavav as a conceptual brand that questions societal norms through its fashion.

The Avavav FW23 collection took a bold approach to fashion, embracing the concept of everything “falling apart” both literally and figuratively. The runway was a chaotic visual commentary on the fragility of trends and even the fashion industry itself. Models walked down the runway in pieces that appeared to be in various stages of being made, garments unraveled, seams tore, and some collapsed, embodying the idea of impermanence and deconstruction.

AVAVAV FW23 COLLECTION.

The disintegration of the pieces was a metaphor for how trends in fashion can be unsustainable and often self-destructive. Through this dramatic collection, Avavav invited the audience to question the fashion world, challenging the perfect image that is often portrayed and instead celebrating the beauty found in chaos and the breakdown of norms. FIGURES

WHAT THEMES ARE PRESENT?

AVAVAV has used empowering messages in some of its collections, often with themes of independence and strength. The designs speak to those who want to express their personal power and individuality, aligning with feminist ideals of empowerment and self-determination. The brand often embraces designs that challenge traditional fashion industry standards which tend to cater to the male gaze. By creating bold and unapologetic pieces, AVAVAV encourages women to dress for themselves, rather than conforming to external expectations or stereotypes, continuing the theme of strong women throughout my component one work.

WHO IS THE TARGET MARKET/WHO ARE THEY NOT TARGETTING?

AVAVAV appeals primarily to a younger demographic, typically Millennials and Gen Z, who are drawn to experimental fashion and cutting-edge designs. These consumers are likely to follow trends but prefer unique, unconventional styles. AVAVAV resonates with consumers who see fashion as a form of personal expression and rebellion against the ‘normal’. These individuals are not afraid to experiment with their looks and prefer bold, attention grabbing styles that challenge societies standards. AVAVAV is a luxury brand, so it appeals to those who have an appreciation for high-quality and luxury design, but with a strong love toward artistic and bold fashion statement

WHAT ARE THEY DOING WELL?

One thing they are doing well is their commitment to inclusivity and gender fluidity. The brand creates clothing that doesn’t adhere to traditional gender norms, appealing to a broader range of consumers. As well as this AVAVAV has begun to explore sustainable practices by incorporating sustainable materials and ethically sourced fabrics into its collections. As consumer demand for sustainability grows, this is a step in the right direction for a luxury brand that is still making a name for itself. The brand also has shows that often incorporate performative elements, turning the runway into a platform for not just fashion, but also artistic expression. The brand pushes the boundaries of a traditional runway by blending theater, performance art, and fashion. This creates an atmosphere that feels more like a happening or performance art piece rather than a typical fashion presentation.

WHAT AREAS ARE THEY NEGLECTING? POPULARITY?

AVAVAV is positioned as a luxury brand, but its high price points can limit access to a wider audience. Expanding the brand’s range to include more affordable pieces or introducing a secondary line could help reach a broader customer base, also emphasizing sustainability more could resonate deeply with their audience, especially younger generations who prioritize these values. Although AVAVAV embraces diversity, there is room for greater size inclusivity in their collections. Many high-fashion brands still limit size ranges, and expanding to offer more extended sizes would reflect the brand’s commitment to being inclusive not just in terms of gender but also body types.

AVAVAV has become quite popular, especially within certain circles of the fashion world, such as avant-garde enthusiasts, street-style influencers, and younger fashion-forward consumers. However, the brand’s popularity remains relatively niche in comparison to some of the larger, mainstream luxury brands. Its unique, experimental designs, which often challenge traditional norms, have earned it a dedicated following on social media. As for actual sales numbers, there’s no publicly available data on their exact sales figures, but the brand’s focus on limited-edition designs, exclusive collaborations, and theatrical shows suggests that it’s focusing more on the brand and cultural relevance rather than sales volume. It’s still in a growing phase, and its popularity is likely to expand as its presence in the fashion industry continues to build.

DSQUARED2

Dsquared2 operates in the luxury fashion market. The brand is known for its bold, edgy designs that combine high fashion with a rock-and-roll aesthetic, and it targets a more youthful, fashion-forward audience, like Gen Z. While Dsquared2 doesn’t sit at the top of traditional luxury fashion, it occupies a distinctive niche within contemporary luxury. The brand offers high-quality craftsmanship and attention to detail, which places it in the premium segment, but its designs often incorporate rebellious elements that appeal to those who are looking for both luxury and individuality. The brand is widely known for its ready-to-wear collections, and its price points are generally higher than mass-market or fast fashion, aligning it with the premium luxury level. It sits comfortably between the high-fashion world and the more accessible luxury world, making it popular among consumers who want high-end fashion with a more casual or street-inspired edge.

BRAND HISTORY: Their first collection was Spring/Summer 1996, and it immediately caught the attention of the fashion world due to its distinctive style and bold approach. Dsquared2 is known for its rebellious, rock-inspired aesthetic. The brand often integrates grunge, punk, and streetwear elements into its collections, which appeal to a younger, fashion-forward audience. Their runway shows are also known for their dramatic flair, often using unconventional materials, bold set designs, and innovative choreography, It may not have the same level of mainstream popularity as the biggest luxury houses, but Dsquared2’s reputation for innovation and rebellious spirit continues to make it a key player in the fashion industry.

Dsquared2 Fall 2025 Ready-to-Wear Collection

FIGURES 6

REFERENCE TO CHER:

The collection included a bold tribute to the iconic pop star, with some models with looks reminiscent of Cher’s signature style from the ‘70s and ‘80s, particularly her glamorous, high-fashion persona. The sequined bodices and feathered details in the collection were seen as a nod to Cher’s famous stage outfits, reflecting the rock-chic aesthetic that she is known for. This reference was part of the broader performance driven presentation that blended nostalgia with contemporary fashion.

The Dsquared2 Fall 2025 Readyto-Wear Collection was unveiled during Milan Fashion Week, marking the brand’s 30th anniversary. The show was a vibrant tribute to 1980s rock culture, featuring grungy outfits and nods to iconic bands like Kiss.

The event opened with Grammy winning rapper Doechii emerging from an armored tank filled with dollar bills, lighting a joint, a scene reminiscent of Naomi Campbell’s iconic 2003 runway appearance for the brand.

WHY THIS SHOW STOOD OUT TO ME: This stood out to me mainly for its performance and presentation. The runway was more than just a display of fashion, it felt like a theatrical experience that merged art, music, and fashion seamlessly. The show featured energetic music and performances that enhanced the boldness of the collection. Each model seemed to embody the rebellious spirit the brand is known for. The use of set designs and a high-energy atmosphere created a performance that felt engaging, rather than just a fashion presentation. This experience amplified the impact of the pieces, making the show unforgettable and leaving an impression on Dsquared2’s innovative approach to both fashion and performance.

REFERENCE TO KISS:

The collection featured rock ‘n’ roll-inspired looks, and KISS, known for their extravagant stage outfits and iconic glam rock look, was a reference. Some of the models’ outfits included bold studded leather pieces, metallic details, and eye-catching accessories that channeled the band’s signature loud, rebellious aesthetic.

The collection featured a mash-up of styles, including edgy leather, oversized silhouettes, and bold accessories. Models walked down the runway in outfits that felt both rebellious and luxurious, with dramatic leather bodysuits, platform boots, and glamorous looks that show rockstar fashion. The color palette ranged from dark, moody tones like black and deep reds to metallic pops and vibrant pops of color, adding to the show’s high-energy vibe.

The Dsquared2 Fall 2025 show was a true fusion of fashion, art, and performance, marking a milestone in the brand’s legacy with bold designs and an unforgettable runway experience. The collection honored the past while making a clear statement about the rock ‘n’ roll-inspired future of fashion.

Created on Photoshop

WHAT THEMES ARE PRESENT?

Dsquared contains themes of nostalgia and feminism which i found i have throughout my work in Component one, Dsquared2 often incorporates themes of nostalgia into their collections. Dsquared2 often includes elements from the 80s and 90s fashion, with collections featuring grunge, denim, athleisure, and vintage sportswear, and rock ‘n’ roll, punk, and hip-hop style. These eras are filled with iconic fashion, and the Caten brothers have frequently incorporated flared jeans, oversized silhouettes, bandanas, and logo-heavy designs reminiscent of these decades. As well as this they also include elements of feminism in their collections with strong women which is another theme present throughout my work. They frequently showcase strong, confident women on the runway, often featuring empowered female models who exude independence and self-assurance. The way women are portrayed in their shows emphasizes strength and assertiveness, aligning with feminist ideals of women owning their space and not conforming to traditional roles. The brand often blurs the lines between men’s and women’s clothing, creating pieces that can be worn by anyone, regardless of gender. Dsquared2 has often been unapologetic in showcasing provocative and sensual clothing for women, where they aim to empower women to feel confident and in control of their own sexuality. By doing this, the brand pushes back against the idea that female sexuality should be controlled or suppressed, presenting a liberated, self-assured image of women.

WHO IS THE TARGET MARKET/WHO ARE THEY NOT

TARGETTING?

The primary target market for Dsquared2 includes individuals, typically between the ages of 25-45, who have the disposable income to invest in luxury fashion. Younger consumers (late teens to mid-30s) who identify with a rebellious, edgy aesthetic are a key demographic. The brand attracts people who are not only looking for stylish and trendy fashion but also for clothing that exudes confidence, rebellion, and individuality. Their collections often feature streetwear influences combined with high-end tailoring, making them appealing to consumers who desire a blend of luxury and urban style. Dsquared2 is most appealing to those living in global fashion areas such as New York, London, Milan, Paris, and Tokyo. These cities are home to individuals who embrace bold fashion and are influenced by street culture. Consumers who prefer traditional luxury brands like Hermès or Chanel, which focus more on classic elegance in design, might not resonate with the youthful and edgy appeal of Dsquared2.

WHAT ARE THEY DOING WELL?

Dsquared2 is known for its theatrical and impactful runway shows that go beyond just showcasing clothe, they are a fashion experience. These shows often feature bold themes, big performances, and creative direction that make them highly memorable. As well as this Dsquared2 has successfully positioned itself as a brand for celebrities and influencers, regularly appearing on red carpets and being worn by high-profile individuals. The brand’s ability to cater to both men’s and women’s markets with a shared bold and edgy aesthetic allows them to attract a mixed customer base that values self-expression. Dsquared2 has a strong presence on social media platforms like Instagram, where they share visuals, behind-the-scenes content, and collaborations with celebrities and influencers. This approach helps the brand maintain engagement with its audience.

WHAT AREAS ARE THEY NEGLECTING?

Dsquared could implement sustainable production practices and eco-friendly materials would align the brand with growing consumer demand for sustainable luxury. While Dsquared2 is known for its luxury price points, it may benefit from introducing a more affordable line or products. This could include lower-cost which allows space for collaborations with fast fashion brands or streetwear lines that allow consumers to experience the brand without the large price tag, which would attract younger, less affluent customers who aspire to own luxury products

POPULARITY?

Dsquared2 is not as universally popular as Chanel or Gucci, but within the luxury market, it is recognized as an edgy alternative to more traditional luxury brands. It has a dedicated consumer base that is drawn to its mix of luxury and streetwear. Dsquared2 has a very specific aesthetic that may not appeal to everyone. The brand is known for its rebellious, rock-inspired, and gender-fluid designs, which cater to a specific audience that appreciates edgy fashion.

The runway itself was designed to emulate a busy nightclub, featuring elements such as a tank filled with dollar bills and a police car, enhancing the edgy, rock-inspired atmosphere. The show opened with rapper Doechii emerging from the armored tank, setting the tone for the high-energy event. This set design effectively transported the audience into a lively, urban environment, aligning with the collection’s rock-inspired theme.Incorporating vehicles like the McLaren and Porsche further emphasized the rock aesthetic, blending urban elements with high energy. The runway featured models in designs, including leather biker outfits and sheer gowns paired with puffer coats, reinforcing the show’s rock-inspired theme. The event had a performance by Doechii, marking a memorable milestone in Dsquared2’s history.

SET DESIGN & PERFORMANCE

The Dsquared2 F/W 2025 runway show was a celebration of the brand’s 30th anniversary, blending a nightclub vibe with a rock inspired aesthetic. Held in Milan, the event transformed the venue into a vibrant New York street scene, complete with a procession of limousines, trucks, yellow cabs, and patrol cars. Models, including Naomi Campbell and Irina Shayk, arrived in these vehicles, adding to the energy of the show.

Namilia is a bold fashion brand known for its boundary-pushing designs and daring aesthetic. Founded in 2015 with a clear vision, to challenge fashion norms and celebrate a sense of freedom, individuality, and empowerment. Namilia is recognized for its futuristic, experimental designs that often blend high fashion with streetwear influences. What sets Namilia apart is its bold use of materials, and graphic, sometimes provocative designs. Their collections have featured 3D embellishments, bold prints, metallics, and tech-inspired elements, often reflecting a rebellious, futuristic vibe. Namilia embraces inclusive sizing, ensuring that a wide variety of body types can enjoy their creations.

The brand has gained attention for its runway shows, which often showcase cutting-edge, artistic presentations that challenge the normal. Namilia’s fashion appeals to a younger, more progressive audience who gravitates toward boundary-pushing, experimental clothing that tells a story and makes a statement.

NAMILIA

“Namilia partners with Ed Hardy to reimagine its iconic status in celebrity culture, transforming archive and vintage garments into couture gowns and elevating streetwear pieces with handcrafted embroidery and couture tailoring. Together we explore the lifecycle of fame and the pop cultural landscape of the 00s and early 2010s, a decade defined by paparazzi shots and ruthless tabloid gossip and its cultural impact on us today. Everyone wants to be famous, and anyone can reproduce their likeness via social media, inviting the same adoring worship and cutthroat criticism that were once reserved only for the tabloids. Being famous, with all its glamour and destruction, can feel so attainable nowadays. We are obsessed with this cycle of rising and falling that turns stars into victims, especially for women. We worship the diva and shun the whore as the limelight inevitably wears down her decadence into decay. While pop culture supposedly shames those who fall out of public grace, their spectacle also inspires the next generation. Namilia asks why pop culture pushes us to our breaking points for recognition, attention and some kind of belonging? Why does society desperately categorize us into stereotypes only to be disappointed when we fail to fully live up to these impossible standards?”

FIGURE 13

Namilia’s Spring/Summer collection, titled “Good Girl Gone Bad,” was presented during Berlin Fashion Week in July 2024. The show took place in “The Tunnel” at Potsdamer Platz subway station, attracting nearly 600 attendees, including fans, influencers, and fashion enthusiasts. The collection delved into the lifecycle of fame, drawing inspiration from the pop culture of the 2000s and early 2010s, an era characterized by intense media paparazzi culture.

A standout feature of this collection was Namilia’s collaboration with Ed Hardy, which involved reimagining the brand’s iconic designs. This partnership resulted in gowns and elevated streetwear pieces with handcrafted embroidery and tailoring. The designs included ultra-mini skirts, bold faux-fur coats, bright pink leather, and ball gowns, all embellished with provocative slogans such as “Fashion Victim” and “I Love Ozempic.”

Namilia Spring/ Summer 2025 “Good girl gone bad”

The collection also marked Namilia’s commitment to sustainability by incorporating upcycling practices, transforming deadstock Ed Hardy items and vintage garments into new pieces. This approach not only honored the brand’s legacy but also addressed societal issues and the nature of fame.

Created on Photoshop

THEMES OF FEMININITY AGAIN

Namilia often incorporates themes of femininity, but with an empowering twist. The brand, known for its bold aesthetic, plays with traditional themes of femininity and femininity’s connection to power and identity. Their collections often challenge conventional gender norms and societal expectations, offering a more rebellious and bold take on what it means to be feminine. Rather than focusing on delicate, traditional femininity, Namilia embraces a strong interpretation of women’s power. The brand uses provocative elements, graphic designs, and edgy materials to portray femininity as something bold and daring. For instance, the use of 3D, metallics, and over-the-top silhouettes in Namilia’s collections plays with femininity in a way that is powerful. Additionally, Namilia often explores themes of body positivity and gender fluidity, allowing people to express their femininity on their own terms.

WHO IS THE TARGET MARKET/WHO ARE THEY NOT TARGETTING?

Namilia targets a bold, fashion-forward audience that is unafraid to challenge conventional norms and embrace rebellious fashion. Their target demographic primarily includes young, creative individuals, particularly those who identify with or appreciate gender fluidity, self-expression, and alternative aesthetics. The brand appeals to those who aren’t afraid to stand out and push boundaries in terms of style and identity. Namilia merges elements of streetwear with high fashion, making it appealing to those who are into conceptual fashion. Gen Z is drawn to brands that make a statement, and Namilia’s designs often make bold statements about empowerment and rebellion. Their use of bold graphics and unisex clothing directly aligns with the Gen Z love of authenticity and breaking free from traditional fashion boundaries.

WHAT ARE THEY DOING WELL?

Namilia is known for its inclusive approach, offering a range of designs that cater to various body types, genders, and identities. This aligns with the growing demand for diversity and body positivity in fashion. Namilia has made effort in offering more sustainable practices in their design and production processes, which resonates with consumers who care about eco-friendly and ethically produced fashion. Namilia’s marketing and runway shows often make powerful statements about empowerment, sexuality, and freedom. By using provocative visuals and aligning with contemporary social movements, Namilia appeals to consumers who want to align their fashion choices with their personal beliefs and values.

WHAT AREAS ARE THEY NEGLECTING?

One of the primary challenges for Namilia is its price point, which can be high for a significant portion of its target audience, especially for Gen Z consumers, who are often on a budget. While the brand’s limited edition designs cater to a specific market, it could expand its accessibility by offering more affordable options or exploring different price ranges. This would make the brand more accessible to a broader audience. Namilia is more focused on digital engagement through social media and online shopping. While this has been a successful strategy, physical retail could help the brand reach a wider audience. Many high-fashion brands are seeing success with stores or pop-up shops, which allow consumers to experience the product in-person and increase brand loyalty.

POPULARITY?

Namilia is a growing brand within the fashion industry, especially in the streetwear segments. While it might not have the global recognition of some larger luxury or fast-fashion brands, it has gained a cult following among alternative fashion lovers, Gen Z, and those who value self-expression and bold design. The brand is particularly popular on platforms like Instagram, TikTok, and other social media outlets, where its edgy, gender-fluid, and provocative designs are highly appreciated.

SET DESIGN & PERFORMANCE

‘Good Girl Gone Bad’ was an exploration of early 2000s pop culture, fame, and the influence of paparazzi-driven narratives. Held at “The Tunnel” beneath Potsdamer Platz subway station in Berlin, the event drew nearly 600 attendees, including fans and influencers. The venue’s industrial setting was to reflect the paparazzi filled celebrity culture of the 2000s. The runway featured models navigating a path filled by flashing lights, evoking the sensation of being under constant media scrutiny. A significant highlight of the collection was Namilia’s collaboration with Ed Hardy, aiming to rejuvenate the brand’s iconic status from the 2000s. This partnership resulted in a fusion of couture gowns and elevated

streetwear.

COPERNI

PARIS FASHION WEEK 2025

At Paris Fashion Week in March 2025, Coperni presented a Fall/Winter 2025 collection that merged fashion with gaming culture. The show, “LAN Party,” took place at Paris’s Adidas Arena, transforming the venue into a nostalgic 1990s gaming gathering. Over 200 gamers were seated, actively playing games like Fortnite, creating an interactive atmosphere.

The event also featured a collaboration with Meta and Ray-Ban, resulting in custom glasses that recorded video and audio during the runway, further integrating technology into the fashion experience.

A standout accessory from the collection was the Tamagotchi Swipe Case, a handbag inspired by the virtual pets of the ‘90s, blending nostalgia with modern design.

The show was held at the Adidas Arena, which provided the perfect backdrop for the theme. The venue was transformed into a space reminiscent of a 1990s LAN (Local Area Network) party, evoking the nostalgia of early gaming events where friends would gather in person to play together. The atmosphere was designed to appeal to fashion lovers and gamers.

Models walked through different gaming zones as they walked the runway, with each area serving as a space to showcase a different aspect of the collection. The backdrop was filled with LED lights and screens, reflecting the merging of technology, fashion, and entertainment.

SET DESIGN & PERFORMANCE

DOLCE & GABBANA

Dolce & Gabbana’s designs have always been heavily influenced by the Italian culture. Domenico Dolce’s Sicilian roots have played a role in shaping the brand’s aesthetic, often drawing from the history, and local traditions of Sicily. Sicilian imagery, such as vibrant floral prints, leopard patterns and religious references are recurring themes in their collections.

Their ads are often sensual, sometimes pushing the boundaries of what’s considered acceptable. For example, their 2007 campaign featuring a Sicilian-inspired scene sparked backlash due to its portrayal of women. But controversies like these only intensified their brands attention in the fashion world, making their brand even more talked about.

Dolce & Gabbana’s runway shows are known for their dramatic presentations. They regularly feature elegant set designs, sometimes resembling grand ballrooms or Sicilian streetscapes. For example, their Spring/Summer 2013 collection included a church-like setting with models walking down a runway surrounded by altar-like platforms

At Milan Fashion Week in March 2025, Dolce & Gabbana showed their 2025 Ready-to-Wear collection, drawing inspiration from the essence of Italian beauty. The designs showcased themes of femininity, blending sensuality with elegance. The collection featured sheer lingerie pieces, including bras reminiscent of the 1950s, layered with oversized trench coats, slit dresses, lace tops, and corsets, offering a bold and sophisticated expression of femininity.

DOLCE & GABBANA MILAN FASHION

WHY IS THE SHOW SO POPULAR?:

The 2025 show featured celebrities, adding to the show’s power. When high profile figures like Madonna and other celebrities attend the event, it elevates the status of the show, drawing even more media attention and public interest. Dolce & Gabbana is known for its sex appeal, often incorporating bold, daring themes into its collections. The 2025 show emphasized sensuality, featuring lingerie-inspired pieces, corsetry, and sheer fabrics, which sparked conversations about femininity and empowerment.

FIGURE

Created on Photoshop

THEMES OF FEMININITY AGAIN

As of 2024-2025, Dolce & Gabbana’s approach to femininity and feminism continues to maintain elements of traditional portrayals of women, though it has been met with mixed reactions. The brand still celebrates powerful and maternal representations of women, while often staying rooted in traditional Italian culture, which remains central to their brand. There have been no major public statements or campaigns from the brand in the 2024-2025 period that specifically position it as a modern feminist brand, in the way that other brands or designers may have embraced gender equality movements more openly. In fact, Dolce & Gabbana has remained fairly consistent in its portrayal of women, as beautiful and strong figures, but also heavily sexualized and often traditional. While they still engage with celebrity culture, which includes collaborations with powerful women.

WHO IS THE TARGET MARKET/WHO ARE THEY NOT TARGETTING?

Dolce & Gabbana is positioned as a luxury brand, so its primary target audience consists of wealthy individuals who are willing to invest in high end fashion. These consumers value exclusivity and luxury, making the brand particularly popular among those in the upper section of society. While Dolce & Gabbana’s core demographic is affluent, the brand has also made efforts to appeal to younger consumers. The brand’s more playful and edgy pieces, such as their streetwear collaborations target a younger audience who are drawn to luxury but seek more accessible, everyday options. While many luxury brands are starting to embrace sustainability, Dolce & Gabbana is not widely recognized for championing eco-conscious practices in the same way some other luxury labels do. This may exclude consumers who are particularly motivated by sustainability and ethical production when choosing their fashion. They are also trying to appeal to younger consumers through collaborations and streetwear, the brand still primarily targets individuals who have the financial means and desire for luxury fashion. Younger consumers without significant disposable income or those not actively seeking luxury brands

WHAT ARE THEY DOING WELL?

Dolce & Gabbana has mastered the art of engaging advertising. Their campaigns often include powerful imagery that reflects their Italian heritage, glamorous lifestyle, and themes of family and sensuality. By using strong visuals, the brand communicates a consistent message that resonates with its target audience. The brand has carved out a niche for attention-grabbing glamour, which appeals to consumers looking to make a statement. Their use of different fabrics, intricate embroidery, and flamboyant patterns make their collections stand out. The brand also collaborates with influencers and other celebrities in more recent years, keeping their presence fresh and aligned with modern trends.

WHAT AREAS ARE THEY NEGLECTING?

Sustainability has become a major focus in the fashion industry, with many luxury brands striving to adopt eco-friendly practices. Dolce & Gabbana has been slow to embrace these sustainable trends compared to other luxury labels that are making slow strides in eco-consciousness. While the brand does produce high quality items, it doesn’t widely promote and advertise its efforts in sustainability or ethical fashion, which may be a turnoff for environmentally-conscious consumers. While some luxury brands have embraced streetwear and youth culture movement through collaborations, Dolce & Gabbana has been more hesitant with this. Their collections are often more traditional and glamorous, with fewer casual, trend driven pieces targeting the streetwear or Gen Z market. While they’ve experimented with some more relaxed pieces, they are still largely known for their luxury aesthetic

POPULARITY?

Dolce & Gabbana is widely recognized as one of the most popular and influential luxury fashion brands in the world, its influence in both the fashion industry and popular culture remains significant. Dolce & Gabbana maintains a strong social media following, with millions of followers across platforms like Instagram, Facebook, and Twitter, where they share behind-the-scenes, runway shows, and exclusive product drops. The brand’s digital presence helps it connect with younger, aspirational buyers as well.

At Milan Fashion Week for Fall/Winter 2025, Dolce & Gabbana showcased a collection that celebrated the essence of modern femininity, drawing inspiration from Italian beauty and sensuality. The show reimagined the “cool girl” style, presenting models as vibrant and stand out confidently, followed by models like Amelia Gray and Irina Shayk showcasing individuality. The runway extended outside the venue, and a lively celebration with music by DJ Victoria De Angelis.

SET DESIGN & PERFORMANCE

DARK LUX URY/ STREET

Through my brand research, I’ve discovered that my brand aligns with the luxury market leve. While diving into luxury fashion, I have been particularly drawn to Dolce & Gabbana and Dsquared2, both of which have bold elements of this market. Dolce & Gabbana’s Italian heritage-driven designs speak and the high-end aesthetic, while Dsquared2’s fusion of luxury and streetwear offers a rebellious edge that resonates with my personal style. I find myself captivated by brands that merge the sophistication with the cool energy of streetwear, much like Dsquared2 does. This blend of high fashion and street flair feels like the perfect fit for my future direction in fashion, and I am eager to take forward this unique intersection of elegance and edgy style. I will be investigating both brand further.

WHAT IVE LEARNT ABOUT MYSELF SINCE

COMP 1

Through my research into both luxury and conceptual brands, I’ve discovered that I am much more drawn to luxury fashion than conceptual brands like Charles Jeffrey, though I do find them intriguing. While I initially thought I was somewhere in between minimalist and maximalist, my work has led me to realize that I lean heavily towards maximalism. This became clear after reviewing the fashion magazines I purchased in Tokyo, where one in particular stood out to me. It was packed with visuals and images from fashion shows, offering a rich , full layout with so much to look at and take in. The overwhelming amount of detail and creative energy in the magazine resonated with me, and it’s also reflected in my work and the edits I create, which are full of visuals. When I look at the two luxury brands I’ve chosen, Dsquared2 and Dolce & Gabbana, both of which are not minimalistic I would say, it’s evident that their bold designs mirror my own preference, rather than simplicity.

CAREER ROLES:

-creative marketing

-Creative storyteller

-Set design director?

-Shoot director?

LARA’S DARK LUXURY FASHION FAVES!

Miss Sixty skirt

Chloe Paddington bag

Balenciage city bag

Alexander Wang heels

Dolce & Gabbana heels

Prada brown bag

Chrome hearts X Birkin

Diesel fur jacket

Cesare paciotti dagger heels

MAKING A START;CASE STUDY

BRAND 1:

-Dolce&Gabbana

-Luxury

-Young adults to middle-aged consumers (25-45 years old)

-The unique selling point of Dolce & Gabbana lies in its combination of bold Italian heritage and modern glamour. This blend allows the brand to stand out in the luxury fashion world by offering a refined aesthetic while embracing a sensual, and provocative spirit. The designers draw heavily from Italy’s rich cultural history, infusing their collections with traditional elements like prints, intricate embroidery, and references to Sicilian culture. At the same time, they incorporate bold designs that break from normal, giving their pieces an edgy appeal. This brand balances sophistication and tradition with a touch of rebellion and luxury style. This unique mix allows them to appeal to an audience seeking exclusive, fashion that stands out and makes a statement.

BRAND 2:

-Dsquared2

-Luxury with a street element

-Younger consumers (late teens to mid-30s)

-The unique selling point of Dsquared is its blend of streetwear and luxury, which allows the brand to stand out in the high-fashion market. This mix brings together the casual, but rebellious spirit of streetwear with the sophistication of luxury fashion. Dsquared embraces the edgy elements of street culture, like distressed denim and graphic T-shirts, while elevating them with high quality materials, attention to detail, and a luxurious finish. The result is a fashion forward aesthetic that appeals to a younger, trendy audience looking for both comfort and style.

Edit created on Photoshop to show the similarities in both brands targettting different audiences

WHY WAS DSQUARED 2025 RUNWAY SO POPULAR

DSquared2’s F/W 2025 show captured Gen Z’s attention because it perfectly blended nostalgia with modern trends, embraced inclusivity, and utilized social media to increase its impact. The event featured performances by artists like Doechii, who recreated Naomi Campbell’s memorable 2003 runway entrance by tossing cash into the crowd. The actual runway and set was designed with a warehouse-meets-nightclub aesthetic, aligning with the ‘80s rock band theme. The collection showcased a variety of bold designs, including grunge outfits and nods to the band ‘Kiss,’ reflecting the brand’s playful approach to fashion. The show received extensive coverage from major fashion outlets and generated significant buzz on social media platforms, amplifying its reach among younger audiences, which increased sales and awareness of the brand.

WHY HAS DSQUARED SHIFTED FROM WHERE THEY STARTED?

DSquared2, founded by twin brothers Dean and Dan Caten in 1995, has undergone significant changes, and their evolution in the fashion industry reflects their adaptability to shifting trends and global market demands.

FIRST COLLECTION WAS 1996

DEBUT OF THE FIRST COMPLETE WOMEN’S READY-TO-WEAR COLLECTION, WITH A SHOW IN MILAN IN 2003

JUVENTUS FOOTBALL CLUB OF TURIN SELECTS DSQUARED2 TO DESIGN ITS OFFICIAL OFF-FIELD UNIFORMS IN 2006.

THE BROTHERS DESIGN THE LOOKS FOR MADONNA’S VIDEO “DON’T TELL ME” IN 2000

THE CATENS DESIGN AN EXCLUSIVE COMMEMORATIVE SNEAKER FOR THE OLYMPIC GAMES IN ATHENS. IN 2004

THE FIRST DSQUARED2 MEN’S FRAGRANCE, HE WOOD, LAUNCHES. IN 2007. (THE WOMENS WAS A YEAR LATER)

DSQUARED2 DESIGNS THE BARCELONA FOOTBALL CLUB’S OFFICIAL OFF-FIELD UNIFORMS.

DSQUARED2 BOUTIQUES OPEN IN CANNES, FRANCE; DUBAI; SINGAPORE; AND HONG KONG IN 2009

BRAND BECAME INCREASINGLY POPULAR WITH CELEBRITIES, PARTICULARLY IN THE MUSIC AND ENTERTAINMENT INDUSTRIES. IN 2010

STARTED EXPERIMENTING WITH MORE PLAYFUL AESTHETICS, REFLECTING A DESIRE TO MIX HIGH FASHION WITH POP CULTURE. THE BRAND HAS REFERENCES TO ‘80S AND ‘90S POP CULTURE.

2014

BEGAN TO EXPERIMENT WITH ATHLEISURE AND SPORTSWEAR-INSPIRED LOOKS.

2016

2025

MIX OF STREETWEAR WITH LUXURY FASHION TO CATER TO THE MODERN CONSUMER. THEY ALSO EMBRACED CELEBRITY CULTURE, FEATURING HIGH-PROFILE PERFORMERS. DIVERSE, INCLUSIVE, AND YOUTH ORIENTED APPEAL, RESONATED WITH GEN Z AND REMAINING RELEVANT IN THE EVER CHANGING FASHION WORLD.

EVOLUTION IN FASHION & INNOVATION

DSQUARED2 X H&M COLLABORATION

2015

ECO-CONSCIOUS PRACTICES, SUCH AS USING RECYCLED FABRICS AND COMMITTING TO ENVIRONMENTALLY FRIENDLY PRODUCTION PROCESSES

2020

Since its founding in 1995, DSquared2 has evolved from a smaller Italian brand known for edgy, rockinspired designs into a globally recognized luxury label. Initially, the brand’s collections were heavily influenced by the brothers’ Canadian roots and their love for street and punk culture, resulting in bold styles with rebellious aesthetics. Over time, DSquared2 adapted to the shifting of fashion, incorporating elements of streetwear and casual luxury as these trends gained attention. The brand’s expansion into menswear and womenswear, along with high-profile celebrity attention and collaborations, helped cement its place in global fashion. By the 2010s, DSquared2 was not only a favorite among celebrities but also a symbol of youthful luxury. In recent years, the brand has embraced sustainability and inclusivity, reflecting the growing demand for eco-consciousness and diversity in fashion. Today, DSquared2 continues to innovate, appealing to a younger, digitally aware audience while maintaining its signature boldness and luxury appeal

CONSUMER OPINIONS OF THE DSQUARED F/W 2025 SHOW MARKET RESEARCH

The DSquared2 Fall/Winter 2025 show has garnered significant attention, especially among Gen Z, for several reasons. DSquared2, known for its bold, daring designs and playful approach to high fashion, consistently manages to blend luxury with youthful rebellion. I conducted some research in the most popular social media app at the moment, TikTok, where i discovered the overall appeal of the show is very high, with majority of people commenting things like “i feel like im in the 2000’s again” and “lets bring back fashion shows like this”, evidently Gen Z want a 2000’s return to fashion and this runway show hit the nail on the head for our generation. Many of the pieces from the F/W 2025 show drew on elements of ‘90s and early 2000s fashion, which is very nostalgic for Gen Z, like oversized logos, trucker hats, bold patterns, and a rebellious, grunge vibe. This throwback is right in line with the current “Y2K” trend, which is especially popular among younger consumers. The show was more of a performance than a runway. The F/W 2025 show featured stars that Gen Z admires. Whether it’s musicians, actors, or influencers, seeing celebrities wearing DSquared or involved with the show creates instant appeal for younger audiences who look to these figures for style inspiration.

QUESTIONAIRRE, PUBLIC OPINIONS

I recently conducted a public questionnaire on Instagram to gather opinions and insights about the recent Dsquared2 runway show at Milan Fashion Week. Through a series of engaging questions, I asked my followers to share their thoughts on the collection’s overall aesthetic, trends, and standout moments from the show. I included questions about the runway’s set design, the influence of celebrities in the show, and if they agree that it aligns with current fashion trend,. which is shown with models arriving in cars and the nightclub-inspired vibe. The feedback was pretty positive, with many people sharing their excitement for the edgy, bold elements and how the show seamlessly blended Dsquared2’s signature rock ‘n’ roll style with modern luxury. This questionnaire not only helped me gather public opinions but also allowed me to connect with my audience and get a better sense of how fashion enthusiasts are reacting to the latest trends from runway shows like Dsquared2

WHATS IN THE STORES/WHATS SELLING?

MARKET RESEARCH

I’ve conducted market research by analyzing the current offerings from Dolce & Gabbana and Dsquared2 to understand their direction and what’s resonating with consumers. While Dsquared2 only had a men’s section available, I was able to gauge the brand’s current aesthetic, which remains focused on its bold, streetwear-infused luxury approach. Unfortunately, Dolce & Gabbana did not have the Skims collaboration in-store, but they did feature a selection of recent items, including tweed pieces and graphic prints, which align with 2025 fashion trends. This highlights how Dolce & Gabbana is continuing to incorporate more casual, statement-driven pieces like blazers, signaling a shift towards accessible luxury. The items on display reflect key elements that will likely influence their future collections, confirming that both brands are tapping into contemporary trends like tweed, graphic prints, and wearable casual luxury, which are expected to dominate in 2025.

Images I collected from both brands in store

DO PEOPLE SPECIFICALLY GEN Z WANT TO SEE A 2000S COMEBACK

Gen Z is definitely embracing a comeback of 2000s fashion, and it’s one of the most prominent trends in todays style scene. For this generation, the 2000s represent a time of cultural nostalgia, and they are revisiting the iconic styles that defined that era with a fresh, modern twist. Gen Z didn’t experience the 2000s firsthand, but they have a deep connection to the culture through social media, and the influence of older siblings or celebrities. They’re drawn to Y2K aesthetics, like low-rise jeans, crop tops, velour tracksuits, chunky sneakers, and bold logos, often seeing them worn by pop culture icons like Paris Hilton, Britney Spears, and Rihanna.

SOCIAL MEDIA AND DIGITAL INFLUENCE:

Platforms like TikTok and Instagram have played a huge role in reviving Y2K fashion. Gen Z is heavily influenced by viral trends, many of which feature 2000s inspired outfits. Whether it’s through hashtags or influencers recreating old looks, digital platforms have made it easier to access and share these trends. Gen Z doesn’t just want to replicate 2000s fashion, they want to put a modern twist on it. For example, they may mix vintage 2000s items with more current trends like oversized blazers, and thrifted finds. It’s about merging the quirky style of the early 2000s with newer, more eco-conscious sensibilities.

SUSTAINABILITY:

The focus on sustainability and upcycling among Gen Z has helped the 2000s comeback. Vintage stores and thrifting have become central to y2k fashion culture, where pieces from the early 2000s are seen as cool, unique, and environmentally friendly alternative to fast fashion.

PSYCHOLOGICAL REASONING BEHIND THE FASCINATION OF 2000’S FASHION

Many aspects of the 2000s have been making a comeback in mainstream media, fashion, music, and movies. Shows like The Gossip Girl, and even the fashion trends from icons like Britney Spears, Paris Hilton, and the early “Instagram influencers” have been resurfacing. Gen Z has grown up in an era where nostalgia is constantly accessible. Platforms like TikTok, Instagram, and YouTube often feature throwback trends, memes, and references to past decades, particularly the early 2000s. The 2000s were a period where technology was just beginning to evolve into what it is today, but it wasn’t as overwhelming as it is now. There was less social pressure, fewer expectations, and fewer screens. For Gen Z, who lives in a fast paced world, the early 2000s may represent a time when things felt simpler and less intense.

PSYCHOLOGICAL MECHANISM OF NOSTALGIA:

Nostalgia serves as a psychological coping mechanism, providing emotional comfort. When people feel disconnected or overwhelmed in the moment, nostalgia allows them to mentally retreat to a time they associate with simplicity, happiness, or security. Gen Z’s nostalgia for the 2000s might stem from the emotional attachment they feel to that era, even if they weren’t fully aware of it at the time. For Gen Z, who has grown up surrounded by constant change and uncertainty (from political shifts to technological changes), looking back at past trends or aesthetics offers a sense of grounding.

THE CYCLE OF FASHION TRENDS:

Fashion often works in cycles, with trends returning every 20 years or so. This nature of style means that Gen Z’s fascination with 2000s fashion is natural, as trends from the past resurface. Designers and brands pull ideas from various decades, and since the 2000s are about two decades ago, the era is due for a comeback. Fast fashion plays a role in this, as it continually recycles past trends with a modern twist.

TREND REPORTS

Fashion predictions for 2025 point toward a blend of comfort, nostalgia, and bold statements. Bohemian style will make a strong comeback, earthy tones, and accessories evoking free-spirited vibes. Workwear will continue to evolve, incorporating functional yet stylish elements like tailored trousers, vests, and oversized blazers, merging professionalism with casual coolness. Tweed is expected to remain a classic, giving it a fresh, elevated look in outerwear and suits. Athleisure will stay present, with sleek, sporty designs that offer versatility from the gym to everyday wear. Meanwhile, coastal vibes will inspire soft, breezy looks in light fabrics, perfect for relaxed, seaside-inspired vibes. Excessive jewelry will make a statement, with chunky, layered pieces, while colours like pistachio and petal pink will bring soft, soothing tones into collections, balancing out the more vibrant trends with their calming, pastel appeal. Overall, 2025 fashion will celebrate personal expression through a mix of practical, stylish, and bold elements.

TREND REPORTS FOR STREETWEAR/DARK LUXURY:

Fashion trends for 2025 are expecting the rise of dark luxury and streetwear aesthetics, merging high-end design with an edgier, more urban vibe. Dark luxury will center around rich, deep hues like charcoal, black, and jewel tones, paired with fabrics such as velvet, leather, and satin. The want of minimalism and sophisticated tailoring will be increased with subtle gothic and rebellious undertones, creating a modern, refined yet edgy look. Streetwear will continue to dominate, with oversized silhouettes, graphic heavy designs, and bold logos. Brandsare predicted to blend high-fashion elements into the streetwear realm, making it more accessible yet still exclusive. Chunky sneakers, baggy pants, and hoodies will maintain their status as street staples, while new materials and designs will be placed to offer functionality and style. Expect a fusion of luxury and street culture, with dark luxury adding an element of mystery and refinement to the laidback, rebellious energy of streetwear.

TREND REPORTS FOR NOSTALGIC FASHION:

Nostalgic fashion is predicted to be one of the more dominant trends, drawing inspiration from the past and reinterpreting it with a modern twist. This relove of retro style is from the desire for comfort, familiarity, and a longing for simpler times.. The rise of nostalgic fashion is partly driven by the digital age, where past trends are more easily accessible, and Gen Z is leading the rediscovery of retro styles. Nostalgia offers a sense of comfort in a world that is rapidly changing, making it not just a fashion trend but a cultural moment.

PREDICTIONS FOR WHAT EACH BRAND MIGHT DO NEXT

AI GENERATION OF THE FUTURE OF DSQUARED

To further understand what each brand might do next I have asked AI while also keeping my own opinions in line too. With the rising dominance of streetwear in luxury fashion, Dsquared2 is likely to further integrate streetwear-inspired elements into their collections, like more oversized silhouettes, chunky shoes, graphic tees, and bold logos, blending with their signature rock ‘n’ roll vibe and creating a luxurious yet urban vibe. Dsquared2 may intensify its efforts toward sustainability by using eco-friendly fabrics and focusing on ethical production. Gen Z and young millennials in particular, are increasingly prioritizing sustainability, and Dsquared2 will likely respond by offering more environmentally conscious collections, perhaps even utilizing recycled fabrics. They could venture into the world of digital fashion, launching virtual collections or creating NFTs to engage with the younger audiences. This would be in line with the growing interest in digital fashion, especially with brands experimenting with virtual showrooms and fashion on avatars. This could attract the techy consumers and set the brand apart from its competitors. Similar to their past partnerships, such as the one with Skims, collaborations that blend luxury with accessibility or influential figures will likely expand the brand’s reach into younger markets. They might team up with emerging designers or streetwear brands to keep their brand relevant. As gender fluid fashion continues to grow in popularity, Dsquared2 is likely to push into this space, offering more gender-neutral collections. The brand’s already inclusive approach may deepen by exploring diversity and breaking down traditional gender-specific boundaries, which aligns with the cultural shifts toward inclusivity and self-expression.

AI GENERATION OF THE FUTURE OF DOLCE & GABBANA

Dolce & Gabbana could make more significant effort in offering inclusive sizing and showcasing diverse models on the runway. They’ve already made efforts toward this with campaigns that feature a range of body types, like the Skims collab, and this focus could become even more pronounced in their upcoming collections. Their ready-to-wear and intimate collections could continue expanding to cater to a broader audience, offering inclusive luxury. Dolce & Gabbana may ramp up its efforts in sustainable fashion. I could see them investing in eco-friendly materials, ethical production, and upcycling fabrics. With many luxury brands prioritizing sustainability, Dolce & Gabbana may continue to evolve while maintaining the luxurious feel of their collections. This could also include a focus on more sustainable accessories and footwear to align with eco-conscious consumers, particularly younger ones. will likely continue to work with influencers and high-profile celebrities to expand their reach, particularly within Gen Z and Millennial markets. Collaborations like Dolce & Gabbana x Skims have proven successful in blending luxury with accessibility, and further partnerships with influencers or unexpected brands (such as streetwear or athleisure) could attract new audiences.

COMPETITOR COMPARISON

Dolce & Gabbana and Dsquared2 are both high-end luxury brands that operate in a competitive space, with other brands offering similar aesthetics, quality, and target demographics.

Competing Brands for Dolce & Gabbana:

Versace: Like Dolce & Gabbana, Versace is known for its bold designs and glamorous aesthetic. Both brands share a love for high-fashion styles and often appeal to similar wealthy audiences

Prada: While Prada has a more minimalist and modern approach compared to Dolce & Gabbana, both brands cater to the same luxury market and share an Italian heritage.

Balmain: Known for its glamorous, chic designs, Balmain shares similarities with Dolce & Gabbana in terms of luxury, high-fashion appeal, and a strong celebrity following.

Competing Brands for Dsquared2:

Balenciaga: Known for its luxury and streetwear-inspired designs, Balenciaga is a key competitor to Dsquared2 in terms of combining high fashion with urban and streetwear elements.

Off-White: With a similar blend of streetwear and luxury influences, Off-White competes with Dsquared2 in the luxury streetwear space, appealing to a younger audience.

Saint Laurent: With its rock-inspired designs, Saint Laurent targets a similar audience to Dsquared2, especially those interested in rock-n-roll aesthetics and high-end casual wear.

Both Dolce & Gabbana and Dsquared2 operate in the luxury fashion space but have distinct aesthetics, Dolce & Gabbana with its Italian style and Dsquared2 with a more streetwear, edgy appeal. Their competitors often blur the lines between luxury, streetwear, and high fashion, with brands like Versace, Balmain, and prada targeting similar high-end consumers but offering unique twists on the luxury market.

SOCIAL MEDIA ANALYSIS OF DSQUARED

Dsquared2 has embraced a more daring and playful approach to social media. Known for its edgy, street aesthetic, the brand often uses social platforms to push creative boundaries, encouraging a sense of rebellion and individuality. Dsquared2 frequently taps into nostalgia, as seen with its recent runway shows that evoke the carefree energy of past decades, which appeals strongly to younger generations, especially Gen Z.

The brand’s Instagram feed showcases bold designs, big personalities, and unique shows. For example, their recent runway show set in a nightclub, with models arriving in taxis, made waves for its non-traditional approach and its aappreciation of the party culture many Gen Z consumers connect with. This kind of creative storytelling through social media resonates with younger audiences who seek authenticity and fun.

Dsquared2 also effectively uses social media to communicate a sense of inclusivity and freedom of expression, making the brand appealing to a more diverse and younger demographic. The brand regularly collaborates with influencers and figures in the entertainment world who align with their boundary-pushing image. Their social media posts reflect the feeling of being with friends and having a digital camera on a night out which resonates with Gen Z, this lets the brand engage with their audience on a new level.

SOCIAL MEDIA ANALYSIS OF DOLCE & GABBANA

The brand’s use of influencer partnerships is strategic but often stays within high-profile celebrities and influencers. Dolce & Gabbana has made collaborations with high-profile names like the Kardashian-Jenners, which helps keep it in the public eye and attract new generations of fashion-conscious consumers.

Dolce & Gabbana’s social media presence is luxury and exclusive. The brand has a substantial following across platforms like Instagram, Twitter, and Facebook, with content that highlights its high-fashion aesthetics, detailed campaigns and extravagant runway shows. Their Instagram, for example, features stunning visuals of their collections, celebrity engagements, and behind-the-scenes glimpses of fashion shows, appealing to their established luxury market.

Dolce & Gabbana has had its share of controversies in the social media space. In 2018, the brand faced backlash over an insensitive campaign in China, which led to public apologies and damage to its reputation. This showed the power of social media in amplifying backlash, and the brand learned to adapt by being more culturally sensitive and self-aware in its messaging. Despite this, Dolce & Gabbana continues to engage its affluent clients and fashion-conscious followers with a polished, elegant, and traditional image.

KEY DIFFERENCES:

Target Audience- Dolce & Gabbana primarily appeals to a luxury audience, with a focus on wealth, tradition, and high status. Its social media strategy reflects these values. Dsquared Focuses on a younger, more rebellious audience that appreciates boldness, nostalgia, and self-expression. Their content on social media is more informal, playful, and experimental.

Content Style- Dolce & Gabbana has highly polished and luxurious content, with a more traditional approach to fashion marketing. Dsquared2 Uses social media to create disruptive content that embraces humor, rebellion, and freedom. Engagement- Dolce & Gabbana focuses more on exclusivity, using social media to showcase the high status of its brand and attract influencers and celebrities in the luxury sphere. Dsquared engages with a younger audience by creating a sense of relatability and excitement, using social media as a platform for creative experimentation and storytelling

PHOTOGRAPHY STYLES OF BOTH & PHOTOGRAPHERS:

The main photographer associated with Dolce & Gabbana is Mario Sorrenti. He has worked with the brand on numerous advertising campaigns and editorial shoots, capturing the luxurious and sensual essence that the brand is known for. His photography style blends intimacy and glamour also complements the brand’s bold and opulent image. Additionally, Steven Meisel, one of the most renowned fashion photographers in the world, has also frequently collaborated with Dolce & Gabbana, particularly for major campaigns and runway shows. Meisel is known for his highfashion aesthetic and his ability to create visually captivating and storytelling-driven imagery.

Meisel’s work with Dolce & Gabbana often brings a quality to their advertising, showcasing the brand’s luxurious designs in a way that feels intimate. His distinctive style blends elegance with a touch of drama. The photography often exudes a sense of timeless beauty while also pushing boundaries, perfectly mirroring the luxury but edgy aesthetic that Dolce & Gabbana is known for.

One of the most famous collaborations between Meisel and Dolce & Gabbana was the iconic “Italian Cinema” campaign, where models posed as film stars in dramatic, vintage inspired set. This campaign a nod to the brand’s Italian roots, with Meisel capturing the essence of classic Italian cinema in a modern, high-fashion context. His ability to tell stories through his lens has made his collaborations with Dolce & Gabbana celebrated in the fashion world.

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The main photographer often associated with Dsquared2 is Mario Sorrenti. Like with Dolce & Gabbana, Sorrenti has worked with the brand, capturing many of its campaigns and runway images. Known for his edgy, and intimate style, Sorrenti’s photography reflects the bold, rebellious spirit of Dsquared2. His work often plays with the themes of youth culture and freedom, aligning perfectly with the brand’s daring aesthetic. In addition to Mario Sorrenti, Dsquared2 has also worked with a variety of other high-profile photographers, but Sorrenti remains one of the key figures in defining the brand’s visual identity. His distinctive approach to capturing fashion allows Dsquared2 to maintain its cutting-edge and provocative image in the fashion world.

TARGET DEMOGRAPHIC ANALYSIS

DOLCE & GABBANA

COMPARING STRENGTHS AND WEAKNESSES OF BOTH BRANDS

Dolce & Gabbana:

Strengths:

-Luxury Appeal: Dolce & Gabbana has become one of the most iconic luxury brands in fashion, with a rich history and a strong connection to Italian heritage. The timeless designs and high-quality products attract wealthy, global clients.

-Celebrity Endorsements and Collaborations: The brand has a history of collaborating with celebrities and high-profile figures, such as the Kardashians. This has kept it in the public eye and aligned it with top-tier luxury.

-Strong Presence in Traditional Luxury Markets: Dolce & Gabbana has cultivated a strong brand identity in high-end markets, with a focus on sophistication. Its stores, exclusive collections, and runway shows exude luxury, making it a go-to brand for the wealthy.

-Social Media Power: Despite controversies, Dolce & Gabbana has a strong social media presence, particularly on Instagram, where it showcases extravagant collections, events, and partnerships with influential figures.

Weaknesses:

-Cultural Sensitivity Issues: Dolce & Gabbana has faced several public controversies, such as the 2018 China campaign scandal. These incidents have hurt the brand’s reputation, showing that it sometimes fails to understand cultural differences of global markets, especially in Asia.

-Limited Appeal to Younger Generations: The brand’s luxurious and traditional image often feels disconnected from the younger, more trend-focused generation (like Gen Z). It struggles to fully engage with this demographic, leaving a gap in potential sales.

Perceived favouritism: The brand’s high price points and focus on exclusivity can alienate younger, more budget-conscious consumers. As the fashion industry shifts toward inclusivity, Dolce & Gabbana’s reputation may limit its appeal.

Dsquared2:

Strengths:

-Innovative and Edgy Aesthetic: Dsquared2 is known for its bold, rebellious, and boundary-pushing designs. It embraces street culture, rock ‘n’ roll influences, which resonates strongly with younger audiences, especially Gen Z.

-Nostalgic Appeal: The brand’s use of nostalgia in its collections (such as references to 90s club culture or punk rock) creates a sense of connection to past decades, which is appealing to a generation that values authenticity and a sense of freedom.

-Strong Social Media Engagement: Dsquared2 has successfully used social media to connect with a younger, more diverse audience. Their informal, fun, and rebellious tone helps the brand feel more accessible and relatable to younger consumers, which is key to brand loyalty.

-Flexibility in Collaborations: The brand is known for being open to unconventional collaborations and partnerships, which allows it to stay relevant and connected to the cultural changes. Their campaigns often reflect pop culture references that engage audiences on a deeper level.

Weaknesses:

-Limited Luxury Perception: While Dsquared2 is popular for its edgy and youthful appeal, it sometimes struggles to position itself in the same luxurious tier as established fashion houses like Dolce & Gabbana. It may not be perceived as “premium” enough by traditional luxury consumers.

-Niche Market: The brand’s bold and often unconventional designs may not appeal to everyone, limiting its audience. For those who prefer classic, timeless luxury, Dsquared2’s style can be polarizing.

-Saturation in Youth Market: While Dsquared2’s rebellious approach resonates with younger audiences, it risks becoming overly associated with a single demographic, which may limit its long-term growth potential. Over time as trends change the brand may struggle to maintain its relevance if it doesn’t adapt.

IDENTIFYING GAPS AND PROPOSING SOLUTIONS

Through analysis, I’ve discovered a gap in the market where Dolce & Gabbana is not fully targeting the younger generations, despite the significant sales potential within this demographic. For instance, the success of collaborations like Skims proves that there is immense opportunity for luxury brands to connect with Gen Z. Inspired by Dsquared2’s recent runway show, which took place in a nightclub setting with models arriving in taxis, my idea is to create a runway that speaks directly to the Gen Z audience. The nostalgic appeal of this show taps into the sense of freedom and excitement that resonates with younger generations, evoking memories of simpler times. By incorporating elements from Dsquared2’s innovative approach, Dolce & Gabbana could modernise its image and position itself as a brand that truly understands the desires and spirit of Gen Z. This strategy would not only elevate the brand’s connection with younger consumers but also provide a fresh, exciting platform for the luxury label to showcase its collections in a way that feels both edgy and relevant, there is also room for a possible brand collaboration with Dsquared too.

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Photoshop that shows Skims X Dolce & Gabbana

HOW HAS DOLCE & GABBANA TARGETTED

GEN Z BEFORE?

The Dolce & Gabbana x Skims collaboration did target Gen Z, among other age groups. The partnership between the two brands was strategic in its marketing to younger consumers, mainly Gen Z, who prioritize inclusivity, comfort, and affordability (values that Skims has become known for). Skims is hugely popular with Gen Z for its body positive, inclusive sizing and emphasis on comfort, all while offering stylish, everyday pieces. By collaborating with Dolce & Gabbana, (a luxury brand known for its high-end, glamorous aesthetic) the collection effectively fixed the gap between accessible, everyday fashion and luxury. This collaboration allowed Dolce & Gabbana to attract a younger, more diverse audience who might not typically engage with the brand’s traditional luxury clothing. The designs featured in the collection, such as shapewear, loungewear, and underwear, were both practical and luxurious, offering elevated pieces that would appeal to Gen Z’s preference for comfort and a more relaxed form of luxury. Additionally, the collaboration was heavily promoted on social media, where Kim Kardashian’s massive influence among Gen Z ensured that the collection gained immediate attention and engagement from the younger generation. While Gen Z was a significant part of the audience for the Skims x Dolce & Gabbana collaboration, the main buyers likely were both Millennials and Gen Z, as well as fashion-forward consumers who follow Kim Kardashian and are attracted to luxury and comfort.

CUSTOMER REVIEWS ANALYSIS OF SKIMS X DOLCE

The collaboration between Dolce & Gabbana and Skims is not entirely random because Kim Kardashian has been a big fan of Dolce & Gabbana for a while. She brought Dolce’s Italian heritage style and maximalism to Skims, which has expanded beyond shapewear to underwear and loungewear. In the new ad campaigns for this collaboration, Kim Kardashian and her sister Kourtney Kardashian Barker model pieces from the collab. There are corsets and bras in D&G’s signature leopard print.

By combining Skims signature comfort and body positivity values with the Italian fashion brand Dolce & Gabbana’s designer pieces, the collaboration appeals to both loyal customers and new audiences. Interestingly, a study in the ‘International Business Of Research’ emphasizes that collabing with high-status partners can increase purchase intentions.

DOES IT BENEFIT SKIMS?:

This collab is good for Skims, Last year, in 2024 the company became was on track to hit $750 million in sales. With Victoria’s Secret on a steady decline, Skims offers a fresh new take on lingerie, one that is focused on inclusivity, comfort, and minimalism. Gen Z has embraced this, These gen Z consumers make up 70% of Skims overall consumers.

DOES IT BENEFIT D&G?:

The luxury market is becoming slower in sales but still rising in popularity, brands like Gucci saw its sales drop by 20% in the second quarter of the year in 2024, This is because people feel like money has become too tight. Many luxury brands are trying to figure out how to stay relevant. From this luxury brands have started collaborating with more affordable brands, for example the collab between Gucci and North Face. Doing this allows both brands to reach different audiences, and its also an opportunity for the luxury brand to make up for their sales that they might lose because of how tight money is. This collab is perfect because Skims is rising to young consumers, and the prices of the collab are more affordable at Skims usual price range with the marketing in the same style of Dolce & Gabbanas Italian aesthetic.

WHAT WAS THE OVERALL REVIEW FROM GEN Z CONSUMERS?:

Overall, Gen Z’s reviews of the Skims x Dolce & Gabbana collaboration were largely positive, with many praising the collection for its inclusive sizing, comfort, and affordable luxury. Gen Z, known for valuing body positivity and accessibility particularly appreciated Skims, with its body-inclusive range and comfort, collaborating with a high-end brand like Dolce & Gabbana. This allowed them to enjoy a piece of luxury fashion without the typical price point of traditional luxury brands.

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Dolce & Gabbanas success in the fashion world sets the brand apart from others, with factors including that the brand draws inspiration from its Italian heritage, incorporating cultural references, intricate patterns, vibrant colors, and embellishments into its collections. This unique mix of tradition and innovation has resonated with fashion conscious consumers seeking garments that are both visually striking and culturally significant. As well as this is the high profile celebrities wearing their garments to events and red carpets, which has helped raise Dolce & Gabbanas profile.

Dolce & Gabbana has expanded its product range beyond clothing to include a wide array of luxury items, such as accessories, fragrances, eyewear, and cosmetics. This diversification allows the brand to cater to various customer preferences and extend its reach beyond just fashion. Another factor is that they have embraces social media fully to create talk about the brand and communicate with audiences, this also enhances the use of influencers and campaigns that resonate with their consumers. Their fashion shows are also creatively executed which creates excitment about the brand. They have expanded their stores to main fashion areas, the retail stores embody their luxurious aesthetic, allowing customrs to experience Dolce & Gabbana worldwide.

CURRENT MARK ETING STRATEGIES OF D&G:

D&G recognized the power of digital marketing early on and has been at the forefront of social media platforms. The brand actively engages w ith its audience on platforms like Instagram, Facebook, Twitter, and YouTube, showcasing its latest collections, behind-the-scenes content, and brand collaborations. From this has come collaborations with influencers and celebrities allowing the to connect ot their fanbase and hit new audiences. One thing that stands out to me by D&G is their fashion shows that transform fashion into performance, often inviting celebrities which generates media talk about the brand. Another thing is their campaigns that push creative boundaries, collabing with photographers and creative directors to capture the essence of D&G.

HOW SUCCESSFUL WILL D&G BE IN THE FUTURE?:

The brand has been expanding into new areas like fragrances, eyewear, and more recently, embracing digital spaces (like virtual fashion). Their adaptability to trends without changing their distinctive style will likely keep them relevant. The fashion world is changing rapidly, with sustainability and inclusivity becoming key factors for younger consumers. If Dolce & Gabbana can respond to these shifts in meaningful ways, they will likely continue to resonate with new generations. However, their controversial moments in the past have also made some people avoid the brand, so how they react to this will also help. The brand’s strong Italian aesthetic and its position as a luxury level are significant. As long as they maintain that high-end, aspirational status, they’ll continue to be wanted by more affluent customers, even if trends shift. However, a few challenges might arise as well. The brand’s past

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DID THE COLLAB WITH SKIMS

INCREASE SALES FOR DOLCE & GABBANA?

PREVIOUS COLLABS WITH DOLCE AND GABBANA

WHY IS SKIMS SO POPULAR?:

According to the famous 2024 Hottest Brands ranking by Lyst, Skims ranks thirteenth. The brand is co-founded by Kim Kardashian, one of the most influential celebrities globally. Skims stands out for offering a wide range of sizes, from XXS to 4X, which makes it more inclusive and accessible to a broader group of people. Their product lines are designed for various body types, which has made them especially appealing to consumers looking for more options in the shapewear markets. Skims has mastered the art of influencer marketing. The brand often collaborates with influencers, celebrities, and everyday customers who share their experiences and style Skims products on their social media platforms, which drives engagement and talk.

DID THE COLLAB INCREASE SALES?:

Skims has previously cast celebrities like Tate McRae, Kate Moss and Cardi B as the face of campaigns. Skims Mens launched in 2024 and has had the likes of Usher as well as Jude Bellingham as brand faces. When Skims Mens launched, it generated $13.8 million in media impact value in one week. Dolce & Gabbana is known for its luxury fashion, while Skims is widely known for its inclusive and stylish essentials. The collaboration attracted customers from both ends of the market. This partnership with Skims allowed them to tap into a broader and younger audience who might not typically shop at high-end luxury retailers, The exclusivity of the collection likely led to a surge in demand, boosting sales for Dolce & Gabbana.

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HOW THE SKIMS X D&G COLLAB

INITIAL CASE STUDY IDEA

My initial concept for a runway show aims to captivate Gen Z by offering an experience unlike anything they’ve seen before such as the thrill of attending an unexpected event, such as a rave or party in a church. This unconventional setting would seamlessly tie into Dolce & Gabbana’s bold, opulent aesthetic, blending elements of tradition with rebellious modernity. To amplify this vision, I will be conducting further research on how to craft a luxury-street fashion campaign that promotes the runway as a grand, high-energy celebration. The goal is to position the event as more than just a fashion show, but rather as an exclusive cultural moment, where fashion, music, and atmosphere collide to create an unforgettable spectacle.

“WHERE

LUXURY MEETS REBELLION”

Nostalgic trends are making a strong comeback in fashion, with designers and brands tapping into the past to create collections that evoke a sense of familiarity and comfort. As younger generations, particularly Gen Z, embrace elements of retro style, fashion is leaning heavily on references from the ‘90s and early 2000s. Think oversized silhouettes, cargo pants, low-rise jeans, chunky shoes, and big logo designs, all elements that defined streetwear and youth culture during these decades. These nostalgic trends are being reinterpreted with a modern twist, blending vintage aesthetics with innovative fabrics and sustainability. The revival of these styles offers both a sense of freedom and nostalgia, allowing individuals to reconnect with a simpler, more carefree time. As nostalgia becomes a driving force in fashion, it creates a bridge between past influences and the future of style, capturing the attention of both nostalgic older generations and a new, trend-savvy audience looking for a fresh take on the familiar.

NOSTALGIC TREND PREDICTIONS FOR 2025

WHAT A RUNWAY COLLAB WITH DSQUARED

AND DOLCE AND GABBANA MAY LOOK LIKE

INSPIRED BY THE RECENT DSQUARED 2025 MFW SHOW

My idea is to mix high end luxury with grunge - rock inspired fashion like Dsquared. Creating a setting where luxury meets rebellion, and the runway could transform into a performance as well as a runway

I was originally inspired by this image of Kate Moss at a festival still managing to look glamorous even with muddy wellies on, creating the idea that luxury can still be fun and rebellious

Rave culture/ nightclub culture resonates with Gen Z as we feel like it was better back in the day

Neon lights or lights that highlight the runway add a futuristic twist to the nostalgic feel of the 2000s scene.

LOCATIONS?

Models could dance down the runway- freeing, rebellion against traditional fashion shows

‘Rave’ fashion runway in a church would still resonate with Dolce and Gabbana as they have Italian and Catholic themes

THE RUNWAY WOULD BE HERE DOWN THE MIDDLE

Neon lights evoke the feeling and energy of 2000s where neon was everywhere from clubs to streetwear.

WHAT A RUNWAY COLLAB WITH DSQUARED

AND DOLCE AND GABBANA MAY LOOK LIKE

INSPIRED BY THE SHOOT ‘A TRAIN’ BY

STEVEN MEISEL

I was originally inspired by this image I saw on Pinterest by Steven Meisel, which shows a woman wearing leopard print on a train station which contrasts luxury against none. This reminded me of Dolce and Gabbana and gave me an idea.

The train station setting evokes feelings of nostalgia, travel and freedom. Train stations have a historical, romantic quality that connects well with the themes of nostalgia, a key element for younger audiences (especially Gen Z) who are drawn to retro and vintage influences. The idea of getting on and off carriages also mirrors the excitement and anticipation of a journey, adding a sense of adventure to the show.

The idea of models stepping off the train and walking down the platform symbolises the merging of different worlds, luxury meeting the real everyday world of travel. The train itself can serve as a mobile runway, adding an element of unexpected surprise and keeping the audience captivated.

My idea is to do a runway down a train carriage but have it be more of a performance like Dsquared runway 2025 show where it was set in a nightclub and the models got dropped off, the models here could be walking on and off the trains or running. Inside the trains is where it will be more ‘rebellion’ to emit the same energy as Dsquared in a nostalgic way, while sticking to the Dolce & Gabbana themes of luxury through the clothes

The models will wear a mix of some representing Dolce & Gabbanas elegance and the other representing Dsquared’s rebellion.

WHAT A RUNWAY COLLAB WITH

DSQUARED AND DOLCE AND GABBANA MAY LOOK LIKE INSPIRED BY 2000S PARTYS

This collaboration benefits both brands by reaching new markets. Dolce & Gabbana could attract a younger, trend-conscious crowd, while Dsquared2 could gain exposure to a more luxurious, fashion-forward audience. The nostalgic and fun atmosphere of the runway would create a buzz on social media, helping both brands generate engagement in an increasingly digital fashion landscape. This collaboration would result in an unforgettable fashion event that blends luxury with rebellion in a way that feels fresh, inclusive, and celebratory.

This idea offers a chance to modernize Dolce & Gabbanas image by embracing youthful energy and creativity, making it more accessible to younger audiences without losing its high-fashion essence. A party-themed runway is a fun and dynamic way to blend both brands’ aesthetics: Dolce & Gabbana’s luxe, sensual glamour with Dsquared2’s bold, street-inspired vibe. The party theme would allow for dramatic set designs, flashy, over-the-top details, and vibrant color schemes, all of which can be tailored to capture the essence of both brands while celebrating their

Dsquared2 is known for its edgy, rebellious energy and often draws inspiration from nightlife and party culture, as seen in their past runway shows set in nightclub-inspired sets. This vibe not only appeals to younger generations but also taps into the growing trend of nostalgia, which resonates deeply with Gen Z and millennials who yearn for simpler, more carefree times.

This edit created on Photoshop depicts what it would look like, my idea is to create the atmosphere of being at a house party in the 2000’s which resonates with younger generations as night life was bigger back in the early 2000’s so majority missed out on that lifestyle and feel like we dont get the same experience nowadays. My idea is to have the models “dancing on the tables at the party” on the runway in the middle as shown and the audience will be stood up like at a party allowing the audience to also be involved in the performance style event which will show off the collection at the same time and have celebrity performances to increase engagement and sales.

WHAT CELEBRITY APPEARANCES OR PERFORMANCES COULD THERE BE TO INCREASE SALES

Celebrity performances would play a key role in setting the tone and elevating the event’s overall atmosphere. The combination of luxury and edginess in the collaboration would call for performers who reflect both brands’ bold identities.

-Doja Cat: Known for her futuristic style and fearless approach to fashion and music, Doja Cat would be an ideal performer. Her edgy aesthetic, combined with her mainstream appeal, aligns with the rebellious spirit of Dsquared2 while still fitting the glamour of Dolce & Gabbana. Her performances, which blend pop, rap, and theatricality, would add an energetic and different layer to the runway event.

-Travis Scott: Travis Scott would bring a thrilling energy to the show. His strong connection with younger audiences, as well as his reputation for dramatic performances and incredible stage visuals, could take the show to the next level. With his influence in both music and fashion, he could serve as the perfect figure to unite the edgy and luxurious aspects of the collaboration.

-The Weeknd: The Weeknd is another fitting choice for a performance. His music, which often evokes feelings of nostalgia, would perfectly complement the theme of the runway show, especially with its focus on nostalgia and nightlife. His presence would elevate the event into a major experience that blends fashion and music seamlessly.

-Charli XCX is the perfect blend of edgy and glamorous, making her a natural fit for both brands. Her experimental sound fuses electronic, pop, and futuristic elements, mirrors the bold and rebellious spirit of Dsquared2, while her high fashion sense and collaborations with major designers align with Dolce & Gabbana’s luxurious aesthetic.

CELEB APPEARANCES/MODELS:

-Bella Hadid: Bella exudes a blend of sensuality and toughness that makes her an ideal choice for this collaboration. She is associated with the runway world, and her daring style fits well with both brands attitudes, gracing Dolce & Gabbana’s glamorous side while pulling off Dsquared2’s bold, street-inspired looks with ease.

-Adut Akech: Known for her striking presence on the runway and her fashion forward style, Adut Akech would be a showstopper for both brands. Her ability to embody luxury and edge in her walk would make her an excellent fit for a collaboration that blends both elements.

-Zayn Malik: Zayn brings a mix of high fashion appeal and edgy, rock-inspired style that suits both brands. He has worked with high-fashion labels like Versace and Balmain, and his unique sense of style would make him an excellent choice to represent the crossover between Dolce & Gabbana’s luxury and Dsquared2’s alternative aesthetic.

-Kate Moss: She is an iconic figure in the fashion world, known for her timeless beauty, and her influence has spanned several decades, making her a perfect fit for blending both nostalgia and luxury. The idea of seeing Kate Moss in a runway show would immediately bring back memories of the iconic supermodel era, giving the event an added layer of historical significance and emotional depth. Having Kate Moss walk in the show would immediately elevate its status, attracting media attention and generating a buzz across the fashion industry.

Charli XCX’s performances are known for their energetic, boundary-pushing style, and her ability to mix fun, rebelliousness, and sophistication would add an exciting layer to the runway show. Her strong ties to Gen Z and her status as a fashion forward icon make her a good choice to bridge the gap between the two brands and captivate a younger audience.

Her performance would tie perfectly with the nostalgic vibe of the event, offering a contemporary take on pop culture that resonates with the past while looking toward the future.

Her presence would not only elevate the event but also create a buzz on social media, as Charli has a dedicated fan base. Her unique combination of experimental pop and cutting edge fashion would enhance the collaboration’s atmosphere, making the event both unforgettable and culturally relevant.

HAS ANYONE DONE SOMETHING LIKE THIS PREVIOUSLY?

WAS IT SUCCESSFUL?

Stormzy’s House Party Bar:

Stormzy opened a house party bar called the “Merky” bar, which offers a vibe inspired by house parties, a community space for people to gather, have fun, and connect over drinks and music. The concept centers on fun and an immersive experience where people feel like they’re at an exclusive but casual event, very much aligned with Stormzy’s persona and influence in youth culture.

HOW IS IT SIMILAR TO MY PARTY IDEA?:

Just like Stormzy’s house party bar appeals to young people and offers a space for fun and connection, my runway show idea aims to create a youthful, energetic atmosphere that merges fashion with the same cultural vibe. My event’s mix of luxury fashion and rebellious energy mirrors the approach of the bar by making high fashion feel more accessible and connected to a younger generation. Both concepts center around the idea of a party environment. Stormzy’s bar captures the essence of house parties. Similarly, my runway show inspired by a nightclub or party vibe, aims to break away from traditional runway formats, creating an event where the audience feels part of the action, like they’re attending an exclusive, fashionable house party. The influence of music and culture from Stormzy’s bar could definitely be incorporated into your event to help blend the luxury of Dolce & Gabbana with the edgy street vibes of Dsquared, resulting in a truly unique runway experience.

MOCK-UPS USING AI

CREATED ON PHOTOSHOP

STYLING DEVELOPMENTS BASED ON TREND

PREDICTIONS FOR MY RUNWAY IDEA

I have created a clothing collection that seamlessly bridges the gap between Dolce & Gabbana’s luxury and Dsquared2’s edgy, rebellious spirit. Drawing inspiration from both brands’ distinct aesthetics, this collection is designed for the runway with the intention of showcasing a fusion of high-end sophistication and bold, street-inspired fashion. With upcoming trend predictions in mind. This collection speaks to the modern consumer who wants exclusivity, luxury, and a sense of individuality, offering a fresh way for Dolce & Gabbana to present their collections while attracting a younger, more daring audience. It’s a strategic fusion of both heritage and the future of fashion, ensuring that their brand remains relevant and in hitting new audiences. These designs were created to be a bit more casual and streetwear compared to usual Dolce & Gabbana which is luxurious however they are making efforts to target younger generations actively. I have also included my own ideas of what could be popular coming up in fashion such as fringe details on bags and shoes shown on the right design, as well as chunky jewellery statements which was popular in 2000s

THE MIDDLE DESIGN: this design is based on the rave idea for the runway where it is inspired by Dsquared’s recent runway with the set design of an old nightclub with the models being dropped off in taxis, the idea is to do a rave theme to target current younger generations while also hitting the nostalgic vibe of dsquared still because gen z feels drawn to how the clubbing/raving scene used to be. I combined up and coming trends with my personal style too which is a bit nostalgic and also combines both brads aesthetics.

I have decided the idea i like the most and would benefit both brands the best is the party idea, which is inspired by Dsquared’s recent runway in 2025 which gives a performance as well as a fashion show, I will then produce a fashion image campaign, this will promote the runway idea. So I will be exploring ways I could go about producing this campaign.

MY CAMPAIGN INITIAL IDEAS

SPOTIFY PLAYLIST; “SPOTTED: THE ULTIMATE NOSTALGIC PARTY”

The Dolce & Gabbana x Dsquared collab is more than just a fashion event, it’s the party Gen Z never got to experience but always craved. Unlike past generations who lived through the peak of 2000s nightlife, VIP club culture, Gen Z grew up in an era where wild nights out were limited by social media, digital exclusivity, and even global lockdowns. This runway show/party isn’t just about clothes, it’s about giving them a taste of the untouchable nightlife they missed.

Enter the ultimate 2000s inspired party playlist. The iconic club anthems and high-energy beats sets the mood for the night. Every song is a portal to a world of fun, rebellious luxury, and self-expression, just like the pieces in this collection. By curating a playlist that captures the energy of the event, Gen Z isn’t just listening to music, they’re stepping into the lifestyle. The hype, the nostalgia, the FOMO all leads back to the show. If they want to be part of the moment, they have to show up, dress up, and make the night their own.

TARGETING GENERATION Z / ALPHA

To target Gen Z and Gen Alpha with these ideas/early 2000s-inspired fashion campaigns, I need to blend nostalgia with modern digital culture. These younger audiences love trends that feel authentic, chaotic, and interactive, rather than overly polished luxury campaigns. Gen Z and Gen Alpha are obsessed with FOMO (fear of missing out). My idea is that the campaign should feel like a party they wish they were at, not just a runway promotion. Gen alpha in particular are more obsessed with TikTok than any other social media app, where the use of trending sounds that can make it go viral. Gen Z and Gen Alpha don’t just care about clothes, they care about culture. The campaign should be tied to music, influencers, and digital experiences. To tie into this I have made a Spotify playlist to go with the vibe of the runway idea.

DOES MY IDEA EVEN TARGET GEN Z?:

My iidea of a paparazzi style campaign for the Dolce & Gabbana x Dsquared2 fashion show perfectly targets Gen Z by tapping into their love for celebrity culture, nostalgia, and viral moments. By mimicking the raw, high-flash aesthetic of Balenciaga’s Spring/Summer 2018 campaign (which I will be researching deeper into), the shoot makes models look like A-list stars caught in the chaos of a wild night out, instantly creating an aspirational yet relatable vibe. The 2000s party theme plays into Gen Z’s obsession with Y2K aesthetics and unfiltered luxury, while the “SPOTTED” and “LEAKED” visuals for social media teasers give the campaign a social media driven FOMO effect. Teasing the show as an invite-only, exclusive event makes it feel like the hottest party of the season, encouraging buzz across TikTok and Instagram. By embracing blurry, high-energy and BTS, the campaign idea blurs the line between fashion, nightlife, and influencer culture, making Gen Z want to be part of the moment.

NOSTALGIC CAMPAIGN INSPIRATIONS

The idea of a “getting ready” or “on the way to the party” campaign for a Dolce & Gabbana x Dsquared² collab works perfectly because it taps into the nostalgic energy of early 2000s party culture, which is having a huge resurgence in fashion.

Behind-the-Scenes Getting Ready – Models applying lip gloss, fixing their hair, choosing between outfits, texting “Where u at?”

Capturing the preparty and “on the way” moments creates a cinematic and relatable mood, viewers feel like they’re part of the night.

Both brands have played with 2000s aesthetics in past collections, so this campaign would feel authentic to their identity. Dolce & Gabbana is all about sexy, corset tops, lace, leopard prints, gold, and drama. Dsquared is rooted in rebellion, denim, and sporty luxury

“Spotted” Paparazzi posts of models arriving at the venue wearing the collection.

NOSTALGIC CAMPAIGN INSPIRATIONS

Campaign

Concept: “Paparazzi chaos”

Promoting a runway that feels like a 2000s-style party, the photoshoot should capture the raw, spontaneous, and glamorous energy of the era.

Camera angles from the ground up or hidden behind a crowd, as if the models are being followed by the press.

High flash, overexposed photos of models stepping out of limos, fixing their heels, laughing with friends. Motion blur & grainy textures to feel real and in-the-moment.

The Balenciaga S/S 2018 campaign defined luxury fashion marketing by mimicking the raw energy of paparazzi photography. Shot by actual paparazzi photographers, the campaign captured models in unposed, candid moments, blurring the line between high fashion and celebrity culture. The aesthetic featured overexposed lighting, flash effects, and motion blur, making the images feel like genuine candid snapshots. The styling embraced oversized silhouettes, chunky shoes, and layered streetwear, reinforcing Balenciaga’s edgy, street meets luxury identity. This campaign resonated deeply with Gen Z and Millennial audiences, who are drawn to authenticity and unfiltered celebrity moments. It wasn’t just about showcasing clothes, it was about selling a lifestyle of exclusivity, mystery, and high fashion in real life.

BALENCIAGA IS ONE OF DSQUAREDS COMPETING BRANDS

PREVIOUS CAMPAIGNS WITH SAME CONCEPT:

WHY DOES THIS CONCEPT TARGET YOUNGER AUDIENCES THAN MILLENIALS?:

The Balenciaga S/S 2018 campaign targeted younger generations, especially Gen Z and Millennials by looking into their deep connection with celebrity culture and the idea of “realness” in fashion. Unlike traditional luxury campaigns with posed, polished imagery this one felt raw, unfiltered, mimicking the kind of paparazzi shots seen on Instagram and TikTok. Younger audiences are drawn to candid/BTS moments rather than staged, and this campaign blurred the line between fashion and pop culture by making models look like celebrities “caught in the moment.” The styling featuring streetwear influences, also aligned with youth-driven trends that rejected traditional luxury for more casual aesthetic.

The campaign was successful and drove sales higher for many reasons; The campaign’s celebrity like aesthetic made consumers feel like they could embody the same look, pushing sales for accessories, ss, and roeeady-to-wear pieces. By showcasing casual luxury staples, Balenciaga tapped into the rise of high-end streetwear, making their items more desirable for daily wear.

“THE NIGHT STARTS HERE” X “PAPARAZZI CHAOS”

CONCEPT

AI

Visuals:

Fast-paced, candid, slightly blurry but iconic moments, like snapshots from an amazing night out.

Location ideas:

-Luxury Hotel- Models getting ready, surrounded by designer clothes, last-minute touch-ups.

-Hallways- Rushing out, final mirror checks, lipstick touch-ups.

-Taxis- Flash photography as they step out.

Photography ideas:

High-Flash, Overexposed Look, Blur & Motion capturing movement (heels stepping out of cars, hair flipping, turning away from the camera), Candid Energy, Models laughing, texting, checking their phones.

The campaign feels like we’re watching models live their best night out, but we’re only seeing glimpses.

WHAT

MAKES IT EDGY LIKE DSQUARED?:

Dsquared2 is all about raw, high-energy moments. Instead of polished models, I’d go for messy, mid-action shots that feel unfiltered, provocative, and rebellious. I can do this through poses such as candid Reactions like models shielding their faces, laughing in the car, flipping off the cameras or even lighting a cigarette. (example: Lindsay Lohan & Kate Moss 2000s club exits)

AI generated image to express my idea of being ‘caught’ by paparazzi.

HOW I COULD DO THIS CAMPAIGN

SUSTAINABLY

To ensure my campaign is both high-fashion and sustainable, I will try to source archival and vintage Dolce & Gabbana and Dsquared pieces through luxury resale platforms like Vinted and Depop, as well as shops. Fashion rental services would allow me to use pieces temporarily, ensuring a lower environmental impact. Additionally, I’ll include upcycled and repurposed pieces, reflecting Gen Z’s love for nostalgic fashion with a modern twist. After the shoot, I plan to resell or donate the clothing to keep it in circulation. By following these methods, the campaign maintains luxury appeal while remaining ethically conscious and aligned with Gen Z’s values of sustainability.

PRICE POINTS AND POSITIONING

For a Dolce & Gabbana x Dsquared2 collaboration, the price points would sit in the high-end luxury bracket but could vary depending on the product. Since both brands specialise in bold, statement making fashion with a luxury streetwear edge, the pricing would likely reflect premium exclusivity. Both brands sit in the high-end luxury market, but Dsquared2 leans a bit more into premium streetwear, while Dolce & Gabbana adds Italian luxury.

Hoodies & Sweatshirts, T-shirts Dresses etc; £250 - £500 Blazers, Tailored Pieces; £1,200 - £2,500

The more playful, Y2K streetwear vibe, the pricing could be even more approachable. For example graphic Tees & Tops; £150 - £300 And accessories going as low as £100

VIP Pieces (For Celebs & Collectors); £5,000 - £10,000

SOCIAL MEDIA TEASERS/MARKETING

-Fake Text Message Invites/Instagram stories styled like texts“You coming to the hottest show of the season? 11 PM?.”

-Blurry Party Clips – Quick-cut TikToks that show a chaotic, glamorous pre-party scene, but never fully reveal the runway.

-“Spotted” Paparazzi Shots – Fake posts of models “arriving” at the venue wearing the collection.

-DJ Setlist Drops – If there’s a live DJ at the show such as Charli xcx, I could tease the party playlist to set the mood.

-Fake “leaked” paparazzi shots- “Who just arrived at the hottest event of the year?”

-VIP Invite Graphics text messages, club wristbands, flyers, a QR code?

PHOTOGRAPHY INITIAL IDEAS

Shooting the campaign on a digital camera is the perfect way to capture the raw, unfiltered 2000s aesthetic that aligns with Dsquared2’s nostalgic edge. Unlike the polished look of modern photography, using an early 2000s digital camera or a lower-resolutiont creates the high-flash, slightly grainy, overexposed effect reminiscent of paparazzi shots and party photography from that era. This stylistic choice enhances the behind-the-scenes, caught in the moment feel, making the campaign feel more like a leaked night out rather than a traditional high fashion shoot. The DIY, spontaneous energy resonates with Gen Z, who love throwback aesthetics and are drawn to the authenticity of digital nostalgia. By using this format, the campaign perfectly mirrors the chaotic, high-energy nightlife of the 2000s, reinforcing the Dolce & Gabbana x Dsquared2 collaboration as a must have for the new generation.

Example edit using the Balenciaga shoot 2018, showing he editing and lighting idea for using a digi cam.

FINAL CAMPAIGN CONCEPT

Through extensive brand research, I identified Dolce & Gabbana and Dsquared2 as the perfect collaboration for this campaign due to their complementary aesthetics and the opportunity to expand their target audience. Inspired by Dsquared’s recent runway show, which blurred the lines between fashion and performance, I saw a clear gap in Dolce & Gabbana’s strategy, while they cater to an older demographic, Gen Z presents a massive opportunity for growth. Their recent nightclub-themed show with models arriving in taxis sparked my vision, transforming a traditional runway into a high-energy party experience. By integrating Dsquared’s signature nostalgia with Dolce & Gabbana’s evolving appeal to Gen Z, seen in collaborations like Skims, this campaign bridges the gap between luxury fashion and youth culture.

The runway event itself will reflect the chaotic glamour of a 2000s party, embracing the Y2K revival that dominates today’s fashion. Instead of a catwalk, models will dance on tables, interact with guests, and create a wild, unfiltered atmosphere, making the audience feel like they’re stepping into the most exclusive night out. To build anticipation, the campaign shoot will mimic behind-the-scenes footage and paparazzi moments, featuring models ‘getting ready, stepping out of taxis, and caught in the flash of cameras’ taking inspiration from Balenciaga’s SS18 campaign. This strategy immerses Gen Z in the experience, making them feel like they are part of the hype, as if they’re about to attend the hottest party of the year, when in reality, it’s a groundbreaking fashion event.

To drive engagement, I will release teaser images and social media posts leading up to the event, tapping into Gen Z’s love for exclusivity and digital storytelling. Additionally, a physical invite or flyer drop will add a nostalgic, pre-social media element, making attendees feel like they’re transported back to an era before digital culture took over. This campaign doesn’t just market a collection, it sells an experience, a lifestyle, and a moment that Gen Z will want to be part of, driving both hype and sales for the Dolce & Gabbana x Dsquared collaboration.

REFER ENCES

FIGURES 1: https://charlesjeffreyloverboy.com/pages/lookbook-aw20

FIGURES 2: https://www.showstudio.com/collections/autumn_winter_2021/mattybovan-aw-21-womenswear

FIGURES 3: https://www.anothermag.com/fashion-beauty/15383/john-galliano-maison-margiela-ss24-artisanal-show-review-couture

FIGURE 4: https://wwd.com/fashion-news/fashion-scoops/gallery/avavav-fashion-showtrash-photos-1236222394/avavav-runway-milan-fashion-week-womenswear-fall-winter-2024-2025-2/

FIGURES 5: https://hypebeast.com/2023/3/beate-karlsson-avavav-fall-winter-2023-milan-fashion-week-runway-viral-show

FIGURES 6: https://wwd.com/fashion-news/shows-reviews/gallery/dsquared2-fall-2025ready-to-wear-collection-1236998793/dsquared2-fall-2025-ready-to-wear-collection-82/

FIGURE 7: https://finesse.us/pages/about

FIGURE 8: https://www.whowhatwear.com/fashion/runway/dolce-and-gabbana-milanfashion-week-fall-winter-2025

FIGURE 9: https://www.fastcompany.com/91229014/skims-dolce-gabbana-collab-luxury-slowdown

FIGURE 10: https://wwd.com/pop-culture/celebrity-news/skims-dolce-gabbana-collection-1236734876/

FIGURE 11: https://www.glamour.com/story/2025-fashion-trends

FIGURES 12: https://www.instagram.com/p/DCj4soGy-7d/?utm source=ig web copy link

FIGURE 13: https://global.namilia.com/pages/runway-ss25-good-girl-gone-bad

FIGURE 14: https://www.designscene.net/2008/06/dolce-gabbana-fall-winter-2006.html

FIGURE 15: https://secretldn.com/stormzy-house-party/