D&G current social media influencers

 

Since 2018, Emilia Clark has been an ambassador and front campaigner for the Dolce and Gabbana brand. Emilia is a 32 year old actress and landed success from the popular TV show 'Game of thrones'. I find the use of Emilia Clark very confusing for Dolce and Gabbana, as I don't understand why they have used her, as she doesn't present the brands aesthetic. Yes she is beautiful, but doesn't portray the 'Sicilian look' that Dolce and Gabbana strive for in everyone of their campaigns, for starters she's British, petite and has pale skin which is not the 'Dolce and Gabbana look'. If their trying a new technique to appeal to a younger audience, Emilia isn't the way to go. She's 32, which to millennials is considered 'old' and in the campaigns wears form fitting clothes which do not attract a younger audience. Yes, she is a familiar face and many millennials do watch Game of thrones, but if Dolce and Gabbana are using her as a tactic to gain younger consumers, then this is a poor technique and could of used way more 'younger' and 'edgy' influencers such as Cindy Kimberly (5m) or Barbara Palvin (10.5m) who fit in with the aesthetic but also have large social media followings that many young people look up to.  

 

Since 2015, Dolce and Gabbana have been one of the first fashion houses to use 'real people' on their runways, from social media stars to top fashion influencers. They have been praised/ not well received by both the press and social media. Positives- they now show case real bodies on the runway and from the help of social media stars can boost the brand even more free press and income just from a 'tag' or hashtag'. Using younger influencers can cause recognition to relate to an younger audience that may want to know/ buy from the brand. Negatives- High fashion society sees this as being 'cheesy' and 'Gimmicky' for not using real models, using certain influencers (such as Cameron Dallas)

can cause backlash from his controversial past. But most importantly, Dolce and Gabbana still don't reorganise that no matter how many younger people you put in your clothes. if the clothes do not stay relevant or up to date with an younger audience then they are not going to buy from you.