Even this gigantic increase is not enough to offset losses elsewhere. “Maybe at the beginning we were down 50 percent, and now it’s down 10 percent,” Gabbana said, shrugging. “Of course, we are losing money. But everyone is in the same situation. And, of course, we are afraid for fashion.”
According to Carlo Capasa, president of the Italian Fashion Chamber, nearly 50 percent of companies in the Italian fashion supply chain are at risk of failure. Dolce shares his concern for both their industry and Milan, which is so synonymous with Italian fashion.
“One of the things that can happen in these cases is that you are overcome with fear, which blocks creativity and vision. And then you cannot move on.” The duo’s response, of course, was action. “We have to be positive, we have to be useful. We fight every day,” says Dolce. “It’s a war,” Gabbana said.
It is a battle they are fighting on two fronts. First of all, of course, with the donations and promotion of Humanitas and its scientists. And second, by staging their parades in the flesh. With so many buyers and even other creators scared of the risks of the coronavirus, the decision to take their most recent collection and present it to a live audience was courageous but also extremely important.
Capasa says: “We are working to create an extraordinary event to celebrate the return of physical catwalks. We want the September catwalks to be a new beginning for the entire Italian fashion industry.”
As pioneers of getting back to business as usual (or “the new normal”) Dolce and Gabbana, with their latest show, will signal to their creative peers that life and the fun of life must go on.
As Dolce says, “If you live in a depressed world, this is the end. There is no point in saying that we can’t do anything. We can. We can do anything. We have a very important message: we must build, and create and win. ”With this pair at the forefront, the renaissance of Italian fashion cannot be long in coming.
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