To get ourselves in the mood for the launch of Dolce and Gabbana's online store with YOOX, here at Grazia Towers we thought we would sit mesmerised at our desks watching the video of the ever so clever, Imran Ahmed of the Business of Fashion interviewing the pair over and over again. Or something like that. Just one aspect alone - the designers' heavy Italian accents, is so adorable we're thinking of talking like Stefano and Domenico for a whole day in the office. Just IMAGINE how much fun answering the phone will be in THAT voice!
Anyway, we digress. The most interesting parts of the brand's digital strategy (and, let's face it, for a brand that have founded themselves on the motto 'molto sexy' and more usually do interviews about dressing Madonna's biceps or Kylie's derriere, it doesn't seem to be the most interesting topic possible) is actually quite insightful.
They explained why they took the risk of putting many a heavyweight fashion critics' nose out of joint in 2009 by inviting a gang of their favourite bloggers to sit in the front row, why they feel the need to have THREE separate twitter feeds, Stefano's own, the official one of the brand and an employee, 'IworkatD&G' as well AND, funniest of all, why Domenico has no twitter at all. Apparently the poor fellow is a complete technophobe, never so much as switches on a computer and prefers 'the touch and feel of fabric'. Well, if you've an army of staff to it for you, then why bother, quite frankly? Fascinating stuff gentlemen.
- Naomi Attwood