Dolce & Gabbana’s drones stunt sends flying handbags down the runway at MFW

A drone flies down the runway at Dolce & Gabbana FW18

A drone flies down the runway at Dolce & Gabbana FW18

Dolce & Gabbana staged a tech-filled show in Milan on Sunday as it sent drones down the runway donning next season’s handbags.

One of the biggest marketing stunts of the season so far, the affair kicked off late while the brand waited for all of its 600 guests to turn off their WiFi, indicating in advance that it had a special surprise up its sleeve.

A handful of drones then opened the show by flying along the catwalk from a heavily adorned faux-church facade, each carrying a new color of next season’s bags and guided by assistants in white coats – presumably in place in case anything went wrong. They hovered in place, rotating on the spot, before returning backstage and letting the real show begin.

The label is no stranger to tapping into tech to engage with a millennial audience, with whom it is increasingly turning its focus to. In 2015, it sent models down the runway taking selfies. It has also long focused on enlisting a series of young royals, influencers and famous celebrity heirs to promote the brand through collaborations and runway shows.

This season also marks the second time the label hosted an additional ‘secret’ fashion show, with the aforementioned millennials playing leading roles. On Saturday night at a downtown party spot, the “Secrets & Diamonds” show featured models and selected influencers donning evening wear, including 20-something-year-old members of the British aristocracy, who the next day then watched the drone spectacle from the front row.

Dolce & Gabbana is not the first luxury label to deploy drones to ignite a conversation that one could argue deters from the actual fashion taking place. In 2014, Fendi worked with Unit9 and Google to live-stream its AW14 runway show by using drones that shot models from above. The role of technology as gimmick continues to rule the runway, it would seem.