DG Millennials Fighting Back

Where better to protest a brand and their policies than at their own show? I'm assuming artist and model Raury was thinking the same thing. Dolce and Gabbana have been relying more and more on up and coming young people to promote their clothes and have been using less conventional models. This is a common trend in the fashion industry and appears to be effective; that is until these young people turn against the brand they're representing. These people have a huge following and as modelling isn't their primary career, they're a risk for any brand to hire. They're less likely to care if their modelling reputation is tarnished.

D&G have received huge amounts of criticism recently for dressing First Lady Melania Trump, the brand is said to be one of her favourites. This has personally put me right of D&G, it really shines an unflattering light on the brand. If they're happy to dress the wife of an insane person, it's only natural to worry about the brand's morals and ideologies. Choosing such a controversial figure to wear their clothes is bound to fill consumers minds with doubt. It also may have been worth considering choosing a brand representative who isn't internationally recognised for making atrocious outfit choices.

Naturally, in today's superficial society, people will still buy Dolce and Gabbana. But it will be interesting to see if this impacts the brands success over the coming years.

"When they tapped musician Raury for their Spring/Summer '18 men's runway show, however, they got more than just his 157k Instagram followers when the 21-year-old Atlanta singer staged a protest of the Italian fashion brand on their own runway. Before the finals bow, Raury removed his shirt to reveal the phrases "PROTEST DG," "GIVE ME FREEDOM," and "I AM NOT YOUR SCAPEGOAT" penned across his chest." 

- Cady Lang for Time Online, 2017