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MILAN — Not to be outdone in the technology race, Dolce & Gabbana is upping the Internet ante yet again.
From bloggers in the front row to live streaming their collections from model fittings to the final bow like a reality show, the brand has embraced the Internet age in all its glory. The designers are also no strangers to the mobile phone market, with two phone models and an iPhone app of their own.
Now, in a further innovation, both the D&G and Dolce & Gabbana women’s fall-winter shows will be available for viewing live on mobile devices, specifically Apple’s iPhone and Google’s Android.
“It’s a few seasons now that we have taken advantage of the Internet in a strategic way, as a means of communication, for an immediate and direct contact with the public,” said Stefano Gabbana. “It’s not the future; it’s the present.
“Above all, we like to interact with our public — they ask us to do things, and we ask them for advice using the Diaries and Twitter sites, which they duly give us,” said Gabbana.
Domenico Dolce stressed how the designers want to treat the Internet and blogs like traditional media.
To access the shows via their mobile phones, users will log on to live.dolcegabbana.mobi. The shows also will be streamed on the brand’s homepage and Facebook site, D&G at 3 p.m. on Feb. 25 and Dolce & Gabbana at 1 p.m. on Feb. 28.
Since the launch of the iPhone, fashion brands have launched scores of apps, for the most part for e-commerce, though Gucci recently went farther, creating a 24-hour music channel for the phone that went live last October.