Ever wanted to go behind the scenes of the fashion world? To experience the clothes, the glamour and the gorgeousness in the making? Well Dolce & Gabbana are letting us sneak backstage in the run up to their Milan Fashion Week show as they sew, style, create and finish their designs for the S/S 2010 season.
This is a first for the brand; Stefano and Domenico are letting everyone into the private creative realm of their atelier in one minute webisodes which will go live every day in the run up to their Milan Fashion Week show on Sunday.
The aim of their Pre-Show Diaries is not, as you might have thought, to lift the lid on the creative process, but to show the clothes in all their close-up glory. It's less about the fashion press getting the first look from their front row seats and more about anybody with an internet connection having a chance to check out the frocks.
"The point is that it's no longer possible to only direct our message at the industry. Although this remains fundamental we also want to explore a direct contact with the consumer." Stefano told Swide.com.
Swide.com, Dolce & Gabbana's website, said that the move was influenced by the way technology is changing the fashion world. Models were seen sending backstage pics via twitter at New York and London Fashion Weeks and influential fashion bloggers were seated amongst the rest of the press.
The Italian duo are aiming to be part of this fashion and technology revolution... so what have they got in store next? "We have ideas..." were Domenico Dolce's final thoughts on the matter.
Check out the first webisode on youtube.com and bookmark it for more updates throughout the week!
By Pat McNulty