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Dolce & Gabbana’s #MFW selfies only enhance the fact we’re still blinded by gimmick

DolceGabbana_selfies

While big tech initiatives are easy to find during New York and London Fashion Weeks, once the month-long slog of back-to-back catwalk shows hits Milan and then Paris, little more follows.

Indeed the greatest news so far has been about the selfies on the Dolce & Gabbana catwalk. Short of anything else to write about, that got substantial press coverage, loads of social media sharing and even some tech blogs to boot.

This was about models walking the runway shooting photos of themselves via their phones in hand (as you can see pictured here). Those same images were then displayed on large screens around the Italian village-themed venue in real-time, as well as shared via Dolce & Gabbana’s own social media channels.

My social media feed, however, was then filled with people virtually rolling their eyes (if only there was an emoji for that). Not because it wasn’t cute – it was – but because it wasn’t new. Frankly, it’s a little mind blowing that it therefore got so much attention. Head on over to Forbes to read more of my comment piece detailing the issue with such gimmicks during fashion week season.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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