From 7 to 10 July 2016 in Naples took place the celebration of the 30th anniversary of one of the most famous Italian fashion brands: Dolce & Gabbana. For four days the city was invaded by models, designers, and tourists from all around the world. It was an explosion of visibility for Naples, that will certainly help this city to become more attractive. Runway shows and gala dinners showed it from a new point of view.
The historical centre, closed to traffic, was the set for female models shows, while Castel dell’Ovo hosted male models and a gala dinner inspired to James Bond movies. The dress code was James Bond and Bond Girl Sensuality, with the music accompaniment taken from Goldfinger.
Art and fashion: a discussed match
This wasn’t the only event in Italy involving art and fashion. In the same date there was another anniversary event, this time in Rome, as Fendi celebrated 90 years since the opening of its first boutique. It was held in an extraordinary location: the Trevi fountain. The models, dressed in garments reminding of fairy tales, walked on a transparent sheet laid right over the water of the fountain.
Some talk about kitsch and some condemn the municipality of Naples, that didn’t ask money to Dolce & Gabbana for the occupation of public ground. Still, the cities certainly gained from these events. D&G donated a large amount of money to the municipality for the reconstruction of the historical centre, and Fendi financed the reconstruction of the fountain of Trevi.
The match between art and fashion, so typical of Italy for tourists, looks still strange for the Italians themselves. But it’s time to admit it: the revaluation of historical monuments, so many in Italy, is often done by the hands and the money of the most famous brands. The fashion events also help to attract more tourists to those Italian cities, like Naples, that are still not so well-knows abroad like others, but that have a lot to give.