“The fashion house thrives on passion, not on the bottom line,” says Alfonso Dolce, president and CEO of Dolce & Gabbana. From the stage of the Teatro Piccolo in Milan, the executive looks back on some of the milestones that have made the fashion house- founded by Stefano Dolce and Domenico Gabbana- legendary; a company Alfonso has led for more than 40 years. “Beyond numbers and innovation, the true driving force behind the business is emotional intelligence,” the CEO continues.
“I grew up in this world of craftsmanship, steeped in history and culture. ‘Handmade’ means going out into the regions and getting to know the people. We must value human capital and use technology to humanise work,” says Dolce.
In his account, the founders’ influence has been essential to the brand’s success, which is not about products but a lifestyle. “In 1984–85, they created a visual identity inspired by the 1920s and 1940s, but also by our father, a tailor (Alfonso is Domenico’s younger brother, ed.),” adds the executive, recalling the brand’s first advertising campaign, shot in a square featuring elderly women dressed in everyday aprons. “We gave a voice to the street,” he observes.
Today, Dolce & Gabbana operates in various sectors beyond apparel. “Over the past 40 years, we’ve expanded into other product categories, but without following a purely financial logic. We’ve bet on the dignity of an outfit- from the model wearing it, to the artisan crafting the button, all the way to the runway lights. Behind a fashion show lies a massive impact on the surrounding economy. It may seem like just 10 to 15 minutes featuring 80 to 100 models, but the result is a profound sense of participation and belonging. We must bring people together and inspire them,” Dolce emphasises.
In the midst of the Covid-19 pandemic, the company brought its beauty division back in-house. “Before us, only Chanel and Dior had succeeded in creating this synergy between fashion and beauty. We’ve weathered the pandemic, wars, and skyrocketing energy costs, but today we’re very satisfied. It’s a new chapter for Dolce & Gabbana, where fashion breathes life into other industries. Our beauty products are now 100% made in Italy, primarily in Lombardy. It’s a source of Italian pride,” recalls the CEO.
The Dolce & Gabbana home collection is also expanding. “Furniture, home decor, accessories, and tableware are increasingly in demand. Not only what I wear, but also what surrounds me, like my home, has a very intimate dimension. And even a living room or a table setting can tell a story or reflect a cultural tradition, such as the Sicilian cart or animal prints,” concludes CEO Alfonso Dolce.
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