The Italian fashion house is just one of several luxury brands hoping to build up a loyal support base among the so-called Millennials — those born after 1980, who came of age in the 21st century and are social media gluttons.
It was D & G’s second courtship of young influencers following a star line-up at its January menswear show, but this time it pulled out all the stops with a parade of 99 A-listers and their offspring which almost distracted from the collection.
The clothes themselves were trademark D & G fare: designers Domenico Dolce and Stefano Gabbana went big and bold with animal prints, sparkling princess crowns and big red hearts on slinky gold mini-dresses.
The spectacle kicked off with US singer Austin Mahone crooning Modjo’s 2000 hit “Lady (Hear Me Tonight)” as a pianist tinkled the ivories of a grand piano, then segued into his award-winning beat-pumping 2013 song “What about Love”.
The show was fun, most of those walking the catwalk for the first time breaking into wide grins as they spotted friends in the audience, or dancing along with Mahone, who had buyers in the crowd blushing as he snaked around them.
There may have been quite a few sexy, revealing looks, and some gyrating from Mahone, but the show was predominately a family affair, with parents and children or siblings walking the catwalk together.