This Brand Went in an Entirely New Direction, Courtesy of The “Phygital” Format

This Brand Went in an Entirely New Direction, Courtesy of The “Phygital” Format
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For a moment this year, the entire world paused. Cars stayed parked, shop doors were closed, and nature returned to reclaim the streets. The hectic pace of modern life came to a grinding and sudden halt, as if a massive wrench had been thrown into the very mechanics of society. From that eerie moment to now, life has crept back into the streets, but the codes of dress have changed, signaling our shifting priorities. No one has captured that idea better than Dolce & Gabbana whose new ‘DG Digital Show’ Project has taken the idea of the catwalk and removed all of the fuss and fanaticism. 

Dolce & Gabbana is a brand instantly associatable to extravagantly beautiful, lavishly embellished and embroidered clothes, so the subtlety of this project makes a seismic impression. In more subdued form comes an array of easeful, urban-inspired clothes with a collection dubbed “Walking in the Street”. There are tailored jackets, slashed boyfriend jeans, comfy sneakers, and polished vests, comprising a wardrobe that creates a thoughtful intention toward clothing that are meant to be lived in.  

Also in step with the “new normal” of 2020, the show is a “phygital” experience. It debuted on the brand’s website and social platform, and is instantly shoppable. The entire fashion experience of the catwalk is transmitted straight through your screen, and only days later might arrive at your door if you’re inspired to shop the collection as you watch it. 

Above, you can view the ‘DG Digital Show’ in its entirety, and below view some of the key looks from the women’s collection to help inspire your next online shopping experience.

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