Dolce & Gabbana’s Alta Moda rendezvous is not just another fashion event. ” It’s a way of life ”, as explained by the duo of Italian designers who have organized each year since 2012 this “great italian tour” which brings together over several days its most loyal customers from all over the world – 36 countries for this edition –, journalists and celebrities, invited to experience the sweet life in the heart of Italy.
After Taormina, Syracuse, Venice, Milan or Florence, it was in Puglia, a region located in the south-east of the country, that nearly 500 privileged people gathered (including 300 customers, most of them came with the family), between Ostuni and Monopoli, for five days of festivities. And good business for the Milanese brand, the particularity being that customers order, try on and buy the clothes and sets right after their presentation.
Alta Moda is, for the two designers, an Italian version of Parisian haute couture. A fatto a mano (handmade) which began with the presentation of their high jewelry collection, Alta Gioielleria, on the evening of July 8. It is in the heart of the Pettolecchia La Fortezza estate, a huge olive grove overlooked by a castle built in 1450, that the necklaces, bracelets and earrings are exhibited under bells. A collection inspired by the surrounding nature, where we discover in particular a spectacular necklace of olive leaves in sparkling gold, set with olive-colored emeralds. Others, rich in tourmalines and diamonds, take on the shape and color of bougainvillea flowers.
Far from the glitter
It is at dinner time – accompanied by the voice of a tenor performing the classics of Italian opera – that everything is played out. Transactions take place between courses. White-gloved men have customers try on the adornments, away from prying eyes. The latter, in constant contact by telephone with their ” seller “ appointed, send their selection by SMS. Unique pieces, the rule of ” first come, first served “ is applied here. Prices are skyrocketing, for some jewelry, to several million euros…
The following evening, some of these adornments were already around the necks of their happy owners, for the Alta Moda show, women’s haute couture, which took place in the small village of Alberobello, source of inspiration for the creations that parade, explain Domenico Dolce and Stefano Gabbana at a press conference ahead of the event. ” We wanted to celebrate something real. Thus, the inhabitants of the village mingle with the models. This is the biggest and most authentic fashion show we have done so far. »
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