Dolce & Gabbana : Alta Moda

After regular Haute Couture week in Paris,  one more Atelier tried to cross its boundary to new allure area. As everyone knew that Dolce & Gabbana ceased its little siser line D& G to concentrate new fashion effort. It might be a good strategy for retail, indeed. Most of the big name are putting their effort to establish the maximum luxury line for super-rich clients in Middle east, China, Russia and other else who really don’t care about the figure in their account. Recently, the highest growth in retail business was in Luxury segment. Not several luxury but it must be uber-luxury. That’s why Louis Vuittion and other brands are launching its Haute Joaillerie to shift their gameplan up for serving this group of demend. 

 

However, as you all know about the regulation of being named “Haute Couture” is legitimated by  Chambre de commerce et d’industrie de Paris. What is happened outside the Paris will not be called Haute Couture. Dolce & Gabbana lauched Alta Moda line in Sicily, their homegrown base, in 36 hours long events ! from Sunday evening until the early hours of Tuesday. Not to mention about the buzzed of Two atelier tailors, one multimillionaire client, and one fashion editor fainted at the fashion show, Three newspapers – The Daily Telegraph , Le Figaro and Corriere della Sera – were invited to cover this ambitious tilt at couture-level greatness, plus the editors from almost every international edition of Vogue . Yet all were only allowed admittance under strict conditions; no tweeting, filming or publication of any but a very few photographs of the show. And no surreptitious snapping of the designers’ celebrity guests, including Scarlett Johansson.The reason, explained Gabbana, “is not because of us, but the customers. They really do not want to see their dresses in a magazine.” Some 80 of these customers-cum-collector women travelled by private jet from Qatar, Russia, China, the US, Germany and Japan to attend.

The event began with a launch of Bellini’s Bel Canto opera Norma in the ancient Roman amphitheatre watched an outrageous firework display set to Verdi’s Valzer Brillante , and danced. Then, on Monday evening the show began on a everything-Sicilian surrounding. What was the feedback for the collection, From what Fashion.telegrah could tell ” it already has sold. One Russian buyer, unable to attend, ordered several of the 73 dresses – each costing tens of thousands of pounds – on the basis of photos sent by email. The Chinese – despite many missing the show because they were having their make-up done – also proved enthusiastic, as did a Qatari woman who finds it convenient to acquire couture 10 dresses at a time.”

Moreover, Luke Leitch Fashion.telegraph revealed the gossip after the show that ” The clients were invited backstage to browse the collection. Early yesterday morning Dolce was still at the party, dancing to Madonna with the gusto of a man whose job is done, while Gabbana had returned to his private yacht moored in the bay.”

Dolce & Gabbana Alta Moda planned to present their second show in Shanghai on November this year. Seem Editrix & Fashionista need to pack their emergency suitcase in Goyard as first-aid medicine.

Photo: Jason Lloyd Evans and Greg Kessler courtesy of Dolce & Gabbana