Dolce & Gabbana's couture line travels the world

By

Dominique Muret

Translated by
Nicola Mira

Published
Mar 26, 2018

Dolce & Gabbana launched its women's couture line, labelled 'Alta Moda' (High Fashion), in July 2012 in Italy, away from the glitz of the Paris Haute Couture Week. In July 2014, it added the men's 'Alta Sartoria' (High Tailoring) collection, again showing it in Italy. A year later, the label went international, presenting its couture collections via a series of special events across the world.

Until then, the Alta Moda and Alta Sartoria collections had been presented in Italy only, showing in iconic cities and resorts like Venice, Capri, Portofino and Palermo. The events, at once convivial and uber-exclusive, were held during lavish long week-ends filled with glamorous parties and special initiatives, and were reserved to a dedicated clientèle.

In December 2016, Dolce & Gabbana travelled outside Italy with its couture show for the first time, staging a major event at the Peninsula Hotel in Hong Kong. The show also marked a strategic change in the label's design approach. The collection, with its array of opulent, unique items, still primarily focuses on extra-luxe Italian craftsmanship, but now it is also infused with an exotic touch, each time adapting to local tastes. The same approach adopted for the new generation of stores Dolce & Gabbana has opened in the last twelve months.

The label continued its couture world tour by travelling to Japan in 2017, staging a show in April at the Tokyo National Museum, followed by a second one at the Italian embassy in Tokyo in October. In parallel, Dolce & Gabbana did a repeat performance in China, choosing the Peninsula Hotel in Beijing for a second couture event in the country, followed by a couture show with a British flavour in London, to celebrate the opening of its Old Bond Street store last November.

This year, Dolce & Gabbana is heading for the American continent. It will show its two couture collections in New York on 6th-10th April, presenting the 'Alta Gioielleria' (fine jewellery) collection at the same time, in venues which have for the time being been kept secret, to surprise the guests.

No surprise instead for Dolce & Gabbana's Mexican guests: the label will in fact present its Alta Moda, Alta Sartoria and Alta Gioielleria collections on 18th April at the Soumaya Museum in Mexico City, as has been revealed by the local press. Mexico City is another strategic choice for the label, which is keen to expand its presence in the country.

While previously Dolce & Gabbana's wealthy celebrity customers from around the world - the USA, Russia, Asia and the Middle East in particular - used to be invited to Italy, it is the label that now reaches out to its new luxury customers, forging closer links with its clientèle by opening local pop-up stores. The idea is to offer Dolce & Gabbana aficionados a host of different, unique experiences.

According to rumours, the renowned designer duo's next couture tour, in July, could again be staged in Italy, hosted by one of the wonderful mansions overlooking Lake Como, near Milan.