Luxury designer brand Dolce and Gabbana is paying homage to Millennials through a new generational lookbook titled 'Generation Millennials: The New Renaissance.'
Set to be released in mid November, this colorful 250-page book details the current stylings and attitudes shared by the younger demographic. The book demonstrates an understanding of millennial culture, through calling upon popular online celebrities, like "Rafferty Law, Brandon Thomas Lee, Zendaya, Cameron Dallas and Sonia Ben Ammar."
Most interestingly, the lookbook is deviating from the traditional glamorized editorial spread, by appearing as a homemade scrap book, that's filled with photographic stills of the young icons "indulging in fashion and the digital opportunities that their generation offers." 'The New Renaissance' serves as a creative method for the luxury designer brand to connect with a younger generation of consumers, who traditionally value experiences over luxury products.
Designer Millennial-Inspired Lookbooks
Dolce and Gabbana Launched 'The New Renaissance'
Trend Themes
1. Millennial-inspired Lookbooks - Luxury designer brands are shifting towards personalized, relatable lookbooks that target the younger demographic.
2. Homemade Editorial Spreads - More brands are veering away from glamorized editorial spreads to appear more relatable to younger audiences.
3. Influencer-featured Campaigns - Brands feature young popular online celebrities to showcase the millennial culture and attitudes in their campaigns.
Industry Implications
1. Luxury Fashion - Luxury fashion brands are creating marketing campaigns that target younger consumers by featuring relatable, millennial-inspired lookbooks.
2. Photography & Creative Design - There is a growing demand for more creative and personalized editorial spreads, prompting an increase in demand for creative design professionals and photographers.
3. Influencer Marketing - Marketing agencies are focusing on using online celebrities to target younger audiences with campaigns that highlight their culture and interests.