Who would have guessed that Dolce & Gabbana’s drones will steal the show at Milan Fashion Week? Even Anna Wintour, Vogue’s editor-in-chief was impressed. Although it was an obvious pr stunt, in a way, experimenting with drones, I guess, was a rather odd nod towards the merger of fashion with technology. Also, Domenico Dolce and Stefano Gabbana managed to secure some serious column inches too.
Seated and ready to watch the show, attendees where first instructed to turn off the wi-fi on their phones, to prevent interference with the devices’ control systems. As the whispers intensified, probably because the show was running 45 mins later than scheduled, the first drone buzzed on stage carrying a $3,000+ D&G handbag. The remote-control drones hovered above the catwalk, wowing the attending guests, before the human models including Hailey Baldwin made an appearance on the runway.
With a lot of commentary shared on the luxury brand’s shenanigans, the one that stood out for me came from Mashable reporter Chloe Bryan who said, “Honestly, though, I forgot what the bags looked like the second I stopped watching the clip. All I remember now are the robots carrying them. And I don’t think that was the point.” Which is a great lesson for designers. If they do not correctly use technology as a tool to enhance their product, it will instead overshadow it.