The year 2017 saw Dolce & Gabbana launch a captivating advertising campaign for their fragrance line, featuring a constellation of young, rising stars. This campaign, shot in the idyllic setting of Capri by renowned photographer Fran., presented a vibrant and youthful image, a stark contrast to some of the brand's previous, more traditionally glamorous campaigns. The selection of models – Zendaya, Sonia Ben Ammar, Thylane Blondeau, Cameron Dallas, Brandon Thomas Lee, Presley Gerber, Luka Sabbat, Rafferty Law, and Gabriel Kane – spoke volumes about the brand's evolving strategy, aiming to connect with a new generation of consumers while maintaining its inherent luxury and Italian flair. This article delves into the details of this memorable campaign, exploring its impact, the chosen models, and the broader context of Dolce & Gabbana's fragrance portfolio, including pricing and authenticity.
The Capri Dream: A Sun-Drenched Campaign
The 2017 Dolce & Gabbana fragrance campaign wasn't just about showcasing the perfumes; it was about creating a mood, a feeling. The sun-drenched landscapes of Capri provided the perfect backdrop, enhancing the youthful energy of the cast. The images and accompanying video showcased a carefree, almost bohemian aesthetic, emphasizing natural beauty and effortless style. This was a departure from some of the more overtly glamorous and overtly sexualized campaigns the brand had produced in the past, signaling a shift towards a more inclusive and relatable image. The campaign successfully captured the essence of Italian summer, with its vibrant colors, relaxed atmosphere, and the inherent beauty of the island itself. This carefully curated aesthetic played a crucial role in conveying the brand's message and resonating with its target audience. The choice of Capri, a location synonymous with luxury and relaxation, further solidified the high-end positioning of the fragrances while simultaneously injecting a sense of youthful escapism.
A New Generation of Faces: The Cast of 2017
The casting choices for the 2017 campaign were perhaps its most significant aspect. Dolce & Gabbana eschewed established supermodels in favor of a diverse group of young celebrities and social media influencers. This decision was strategically brilliant, allowing the brand to tap into a younger demographic and leverage the existing influence and reach of these individuals.
* Zendaya: Already a prominent actress and style icon, Zendaya brought a sophisticated yet approachable quality to the campaign. Her inclusion demonstrated Dolce & Gabbana's awareness of evolving beauty standards and their desire to represent a more inclusive range of beauty.
* Sonia Ben Ammar: A French actress and social media personality, Ben Ammar added a touch of international flair and a fresh, modern aesthetic.
* Thylane Blondeau: Known for her modeling career since a young age, Blondeau brought a sense of youthful exuberance and established fashion credibility to the campaign.
* Cameron Dallas: A popular social media personality and actor, Dallas's inclusion broadened the campaign's appeal to a wider audience, particularly among younger males.
* Brandon Thomas Lee: The son of Pamela Anderson and Tommy Lee, Lee brought a touch of Hollywood rebellion and intrigue to the mix.
* Presley Gerber: The son of Cindy Crawford and Rande Gerber, Gerber's inclusion further cemented the campaign's connection to the world of high-fashion and celebrity.
* Luka Sabbat: A model and actor known for his unique style, Sabbat brought a sense of edgy coolness to the campaign.
* Rafferty Law: The son of Jude Law, Law added another layer of established Hollywood lineage and a sophisticated charm.
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