Project Type: Personal Academic Project (Parsons School of Design, Master Studies)

 

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Year: 06-20-2023

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Outcomes:

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• Rebuilt trust and improved brand perception by addressing prior controversies transparently.

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• Established a stronger connection with global audiences by embracing cultural diversity.

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• Created a sustainable impact by supporting traditional artisans and highlighting their contributions.

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• Positioned Dolce & Gabbana as a leader in inclusive luxury fashion.

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Program Used/Medium:

 

• Canva

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• AI Tools: Midjourney & Pika Labs

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• Photoshop & illustrator

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• Online and In-store Research

1. Project Objectives

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• Restoring Brand Credibility: Addressing reputation damage caused by racism and homophobia scandals.

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• Promoting Cultural Inclusivity: Showcasing a commitment to diversity through collaborative campaigns.

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• Enhancing Artisanal Connections: Merging Eastern and Western craftsmanship to create a more inclusive luxury brand identity.

2. Changes Implemented

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• "Crafting Unity" Campaign: Developed a multi-episode video series highlighting traditional artisans along the ancient Silk Road, integrating their craftsmanship with D&G's signature style.

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• Mini Capsule Collection: Designed a collection inspired by Silk Road techniques, featuring inclusive models and vibrant storytelling.

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• Charity Initiatives: Collaborated with social justice organizations and committed profits to benefit artisans involved in the campaign.

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• Apology and Rebranding: Issued a public apology and positioned the brand as a proponent of cultural understanding and unity.