The initiative contrasts previously released throwback promotional imagery. Image credit: Dolce & Gabbana/Jung Wook Mok
Italian fashion house Dolce & Gabbana is showcasing another take on its latest seasonal collection.
Following the release of the maison’s retro fall/winter 2024 campaign last month, Dolce & Gabbana is bringing the assemblage to the modern day with new imagery. Global brand ambassadors and South Korean actors Mun Ka Young and Kim Dong-Young, better known by his stage name Doyoung, star in the updated initiative, displaying the womenswear and menswear selections, respectively.
Style clash
Shot by Korean photographer Jung Wook Mok, the campaign presents a different take on the Italian luxury staple’s recently released seasonal marketing initiative.
The original drop saw American actress and singer Miley Cyrus painted as an early-20th-century femme fatale figure by famed American fashion photographer Steven Meisel (see story). Just weeks after the initial launch, Dolce & Gabbana is showcasing the collection’s array of statement-making looks through an alternative, contemporary context.
Dolce & Gabbana presents its latest fall/winter campaign
Filmed in front of a modern, sparkling skyline, the film and stills showcase Ms. Young as a modern diva, serving as a present-day version of Ms. Cyrus’ character from the original marketing endeavor. While Mr. Meisel shot in black-and-white, Mr. Mok instead captures his subjects in color, though they sport mostly monochromatic looks.
The Korean talents maintain and recontextualize the narrative of the initial fall/winter 2024 campaign, with sophistication and seduction serving as central themes of both promotional initiatives.
Mr. Dong-Young, who is also a member of K-pop group NCT, represents the menswear side of the drop, starring in his own separate short film. Instead of bustling nightlife, the viewer is met with a minimalist, industrial setting before the singer-turned-thespian emerges into a modern cityscape at the end of the advertisement.
Dolce & Gabbana’s men’s and women’s fall/winter 2024 collections are available now in-store and on its website.
Global appeal
For the seasonal marketing update, Dolce & Gabbana selected two talents from its existing representative roster that have large international fanbases.
The fall-winter initiative is not the first time the actors have starred alongside each other.
Mr. Dong-Young was originally appointed as a regional star for South Korean and Japanese markets, but has been promoted for this most recent release. Image credit: Dolce & Gabbana/Jung Wook Mok
Earlier this year, the duo appeared in a similarly complimentary campaign for Dolce & Gabbana’s spring/summer 2024 marketing push, adding a modern feel to another throwback initiative. This short film served as their introduction to working with the Italian luxury staple on a large-scale project, as both Ms. Young and Mr. Dong-Young were hand-picked as ambassadors in December and May of 2023 (see story), respectively.
Utilizing well-known faces in the global east has proved fruitful for luxury brands (see story), especially as they try to thrive in massive high-end markets, such as India, China, Korea and Japan.