Fashion house Dolce & Gabbana flew handbag drones handbags down its catwalk in a ploy to attract younger fashionistas to the brand rather than have their bags paraded by models.
Pictures show multiple drones being used during Milan Fashion Week, with each flying gadget carrying a bag from the autumn/winter 2018/2019 collection.
Specifically, it’s the fashion house’s quilted leather handbag of the season – the Devotion – which features a heart-shaped closure.
(Hope the lady in the baseball cap gets to see this video. She didn’t have much luck with her own filming. I have to admit I was watching her attempts at videoing more than I was the drones).
Dolce & Gabbana later explained the move was “breaking the boundaries between fashion and technology” and said the bags were “flying the catwalk”. Well hurrah.
The addition of the drones is seen as a swoop for millennials – trying to attract a new younger audience to the established brand.
Ahead of the show, audience members were urged to turn off their personal Wi-Fis and hotspots.
Even Vogue editor-in-chief Anna Wintour was in the dark. She eventually left her front-row seat to investigate what was going on, Associated Press reported.
When the show eventually opened – 45 minutes late – music played as a mocked-up church facade opened and out flew the drones.
Only then was it obvious why the repeated messages about tech had been announced.
So there you go. The world is a better place now that fashion and technology are in perfect harmony.
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