Spaghetti & Selfies take center stage in DOLCE & GABBANA Spring 2016 Ad Campaign
BY KENNETH RICHARD
For the past several years Dolce & Gabbana’s own Domenico Dolce has stepped across the divide to shoot their own campaigns while sharing art direction duties with Stefano Gabbana. The pair have honed in on the central themes of family, Italian heritage and lightheartedness, which are all fully expressed in their latest Spring 2016 campaign entitled “Italia is Love.”
Nuns promote handbags, models take selfies while eating spaghetti, women dance on table tops, Japanese tourists hold Sicilia travel guides, a cherubic Italian restauranteur is constantly pushing food, and black Dolce & Gabbana shopping bags pepper the Italian street style set. While the campaign is full of stereotypes and is distinctive, it begs the question of elevation and if the house’s creative directors are right as the house’s art directors. How important is it to a design house that their imagery is elevated? What is the impact to the business? These are answers that can only be learned over time. We suspect that the current direction is more embraceable by the masses, but in a business of classes, that may be as healthy as eating pasta for every meal.
By comparison, just five short years ago, Art Director Dennis Feedman and photographer Steven Klein were partnering with the design duo to create evaluated and edgy campaigns that were often leading the industry.
Those campaigns still promoted the Italian heritage and touched upon family, yet certainly didn’t have the lightheartedness projected in the duo’s campaigns of recent years. While The Impression doesn’t question the designers’ goal to make the campaigns more embraceable and lighthearted, we do question remaining elevated while doing so.
After all, when visiting Sicilia, if Cavatelli with Andouille, Peppers and Tomatoes is on the menu . . . why have spaghetti?
Agency | In-House
Creative Directors | Artistic Director | Domenico Dolce & Stefano Gabbana
Photographer | Domenico Dolce
Models | Alessio Pozzi, Aurélien Muller, Cong He, Cristi Isofii, Giulia Manini, Leila Nda, Luma Grothe, Pauline Hoarau, Regitze Christensen, Stefano Berretti