Campaigns

I decided to base my proposed strategy around changing small parts of the way Dolce & Gabbana direct their campaigns. Therefore, I thought that it was important to look into how the brands campaigns have changed over time and to compare to how the brand is doing currently.
I gathered a number of Dolce & Gabbana's campaign images from the 1990s up to their recent SS19 campaigns. There was a clear difference between what the brand is currently doing and how they have developed over time.

Dolce & Gabbana Fall/Winter 2003

Dolce & Gabbana Fall/Winter 2005

Dolce & Gabbana Fall/Winter 1994 by Steve Meisel

Dolce & Gabbana Spring/Summer 1999 by Steve Meisel

The images shown above are older images, which are extremely different to the campaigns that Dolce & Gabbana are currently doing with their campaigns. The images are more minimalistic and have an almost nonchalant feel surrounding them. Although, some of the pictures of are more sexualising, which has led to backlash and controversies on the past, the images almost feel cool.

The more colourful images above are all from Dolce & Gabbana's Spring/Summer 2019 campaign. There is a clear difference between the images from the past and the current images, with them now being more fun. Not only have the image style and clothing has changed, there is now a closeness of the brand with their Italian heritage. This can be seen within the use of Italian locals in Italian towns.

For me, it was interesting to see this the changes that Dolce & Gabbana has made to their brand image from the early 90s, to this current time. It indicates that they may be trying to target and appeal to new demographics that perhaps old Dolce & Gabbana campaigns were not reaching.