5. Image identity 1) Fashion show

1. 5. Image identity1) Fashion show • Fashion show • “MONOTONOUS” -Runway design, music, lights and make up. -Elegant, serious and mysterious image. • Order of the garments • Monotonous  Colorful • Finale walking : overwhelms audiences

2. 2) Ads campaign • Ads campaign in Fashion industry : Mostly printed photos by seasons, seen in magazines. • Dolce & Gabbana ads campaign : -Signature image = “SEXY” -Moved from strong and glamorous sexy • Elegant and monotonous sexy.

3. Ads campaign from 2008 S/S to 2010-11 F/W (others in appendix) • 2009 F/W Photographer; Steven Klein Models; Mariacarla Boscono, Heidi Mount, and Edita Vilkeviciute. -Bold colors, luxury clothes, interesting threesome of giant, glamed-up models in bright pink, furry couture in smutty walk through the casino.  Strong and glamorous sexy

4. Ads campaign from 2008 S/S to 2010-11 F/W • 2010 S/S 2010 F/W Photographer; Steven Klein Model; Madonna • Black and white images, telling story of a "Hot Italian mama” in places which seem like unknown italian city.  Elegant and monotonous sexy • "We love Madonna, she is a true star, an icon loved by all generations!" -DomenicoDolce • "Thanks to the great success the previous campaigns had, we really liked the idea, with this campaign, to tell a story," -Stefano Gabbana

5. 3) SEXUAL COMMERCE-Brand image vs. Court controversy • Dolce & Gabbana is well-known for hyper-sexuality in the ads campaign. • Some of the images have been accused of going too far and have come under fire for what critics interpret as depictions of homosexual sex, gang rape, violence and even necrophilia.  caused plenty of court controversy over the years • Several factors Designersare homosexuals; several ads featuring gorgeous male models in various states of undress, sometimes in rather intimate positions. Brand’s Italian heritage; The passion and emotion of the Italian people naturally creates a sexy environment. • Succeeded to build Brand Image; D&G’s sales don’t seem to be hurting. 21% revenue increases in 2008. • “it does not represent rape or violence, but if one had to give an interpretation of the picture, it could recall an erotic dream, a sexual game.” –Stefano Gabbana

6. 4) WEBSITE ANALYSIS • The Company site : the main page looks messy due to a lot of links and photos, but provides easy access to different lines such as Dolce &Gabbana, D&G and D&G junior. • Dolce & Gabbana site : -modern and simple -Easy access to campaigns, collections and runway shots. -Black, gray and white color cordination; represents the brand's identity. It gives elegant look and makes you focus on colorful photos. -Slide show approach; to show many photos. It reflects the characteristics of the industry. -Background music; Classical music of deep and heavy sounds. It makes serious, myterious and classical mood. It goes well with visual identity of the website. • Weak point : only recent photos(no info ordered by year). • http://www.dolcegabbana.com

7. Thing to attach in appendix-Ads campaign analysis • *From 2010 S/S to F/W, the muse has been Madonna, who well represents the brands customer segment. She acted "Hot Italian mama" for both season."We love Madonna, she is a true star, an icon loved by all generations!" -Domenico DolceLike last season, the black-and-white images were shot by Steven Klein. Inspired by Italian film siren Anna Magnani in the 1962 flick "Mamma Roma" - a favourite of both Madge and the designers. The still shots tell a story of a luxeitalian housewife."Thanks to the great success the previous campaigns had, we really liked the idea, with this campaign, to tell a story," -Stefano Gabbana*For 2009-2010 F/W, the entire ad campaign was photographed by Steven Klein. The models featured include MariacarlaBoscono, Heidi Mount, and EditaVilkeviciute. Bold colors, luxury clothes, interesting threesome of giant, glammed-up models in bright pink, furry couture in smutty walk through the casino.Glomorous and sexy images were popular for the brand before the monotonous ads by Madonna.*For 2009 S/S ad campaign which was done by Steven Klein as always, displayed a "classic" Dolce and Gabbana heavy styling and cinematographic composition. A group of young people are gathered in a lavish interior setting (a beautiful rococo décor with couches and lounge chairs draped in luxurious fabrics).By adding a surprise factor with the camera operator in the picture, they made very interesting characters and increased the mystery instead of loosen up with a behind-the-scenes feeling. *For 2008-2009 F/W, shot in an urban night scene, the ads have a strong dramatic effect owed to edgy fashion photographer Steven Klein, who is known for his dark, erotic, surreal visual aesthetics. The shots capture Dolce&Gabbana's over-the-top glamour but induce also a quite disturbing feeling.The collection was inspired by London' late 60s/early 70s rock bohemia.Ads are featuring blonde beauties Jessica Stam, Lily Donaldson and Caroline Trentini*For 2008 S/S, the season's arty inspiration was well reflected in the campaign. Gemma Ward, Jessica Stam, and Lily Donaldson were chosen to be a face of Dolce and Gabbana 2008 S/S season.

8. Thing to attach in appendix-Ads campaign photos • 2009 S/S • 2008 F/W • 2008 S/S

9. References • 5. Image identitywww.dolcegabbana.comhttp://www.smashingmagazine.com/2009/03/12/showcase-of-beautiful-fashion-websites/www.uk.stylelist.comhttp://www.modelsandmoguls.net/articles/2010/03/22/dolce-gabbana-court-controversy-with-ad-campaigns/http://www.hautfashion.com/fashion-ads/dolce-gabbana-springsummer-2009-ad-campaign