Whether it’s college classes, jobs, or gatherings, many industries, institutions, and individuals have made efforts to operate online. Given the worldwide pandemic, the fashion industry has also followed this trend. In recent weeks, we’ve seen how various fashion events, including Paris Fashion Week, have been displayed online for individuals to watch. In doing so, many wondered if this would permanently change the way fashion shows are experienced. However, Dolce & Gabbana has made it clear that it doesn’t want the physical nature of these events to change. Thus, on July 15th, Dolce and Gabbana held a major in-person fashion show for its menswear collection at Milan’s Humanitas University.
At the show, certain rules were put in place to keep its guests safe. For all 260 guests, everyone was required to wear a mask, and maintain at least a 3-foot distance from each other. Additionally, anyone with a measured body temperature above 37 degrees Celsius (98.6 degrees Fahrenheit) was not permitted to enter the event.
With many brands are showcasing their fashion shows virtually, including Prada, Dior, and others, Dolce’s commitment to an in-person fashion show represents a resistance to changing circumstances. As Domenico Dolce explains, “we can’t imagine a fashion world without live shows… slowly we have to start over, totally respecting the safety regulations in force.”
While Dolce is attempting to preserve a sense of normalcy with its fashion show, it hasn’t been immune to backlash. Dolce & Gabbana has been criticized for claims of a loosely enforced “social distancing” policy, and people walking around without masks on. If anyone gets sick from attending this event, it could result in severe public backlash for the brand. However, it seems that Dolce & Gabbana is willing to take that risk. The question is, will other brands take that risk, as well?