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Family ties by D&G

March 3, 2015


While millenials are returning home to live with their parents, Dolce&Gabbana is using family ties as a marketing tool. After the man collection showing grandmas alongside young models in Spanish street fiesta, the latest woman collection is praising motherhood.

Viva la mamma! showed models in dresses with I love you mamma printed, while holding toddlers on their hips. Highly pregnant Bianca Balti in dusky pink dress was reinforcing the notion maternity is chic. There were also black guipure lace frocks, usually reserved for Mediterranean widows, the ones who are taking care of grandchildren while mammas are working.  Even white silk dresses embroided with drawings by Domenico Dolce’s nieces and nephews found its way to the show.

As more and more households have different generations living together, the Italian brand is trying to seize the moment by capturing family ties. One in five Americans lives in multigenerational households, while in Europe the percentage is even higher. Times when notorious Italian mama’s boys, living with their mothers, were mocked at are fading. Lately, the economic climate, not just the holidays, is bringing the families together.


From → Leasure Pleasure

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