Yesterday we were a little sad to learn that the Italian fashion house Dolce & Gabbana would close its younger, sportier D&G brand. And today we’ve learned they did it so they could be more like Chanel.
Domenico Dolce and Stefano Gabbana told Women’s Wear Daily the biggest reason they closed D&G is that they want their company’s strategy to look a little more like the storied French fashion house. Not in the way the house, led by Karl Lagerfeld, designs clothing, but in the way it operates. The two men have been in business for 26 years, and they see the next 20 years and beyond making more sense if they consolidate everything under one umbrella.
“Without taking the style into consideration, ever since the early days, we were always looking at the Chanel Maison as an example, one with one single brand,” Dolce explained. “We think that in order to work well, to be in the market for a long time, and to leave something after us, there must be only one brand and not two,” said Gabbana.
To that end, everything D&G has to go. The designers say we’ll see D&G peppered around here and there, but only because it abbreviates both of their last names. (Also, spelling out Dolce & Gabbana is just so many letters.) All of D&G’s licensing deals, which extend from fragrances to eyewear to watches and beyond, will either be dismissed or folded into the main brand like whipped cream into a chocolate mousse.
But the men say they didn’t make this decision lightly — and they’re looking forward to working on just one brand.
“We are very happy, this is not a closure, it’s an opening of new opportunities for us, simply with one brand,” said Dolce. “We are independent, it’s our own company and we have nobody to report to. We may have made mistakes in the past, but we feel this is the way to go.”
The one brand theory already seems to be working. Now that they’re not designing an additional set of collections, Dolce and Gabbana are focusing their energy on a jewelry line. “It’s all gold and unmistakably Dolce & Gabbana,” Gabbana said.