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What it did have was the mandate to attract customers. “What we really believe in right now is the new generation,” Dolce said. “I remember being young and dreaming about Armani and Versace. I could only buy maybe one item a season. I couldn’t buy a lot, but I think young people today should have the same feeling. It’s right to educate the new generation about beauty.”
Their vehicle for education will eventually expand outside of Milan. The company is planning to remodel its New York, Los Angeles, London and Paris stores in the new concept, although the designers could not provide a time line.
“It’s not that we want to dictate or be teachers. It’s not arrogance,” Dolce said. “It’s to bring to life even simple things in a special place. Beauty is beauty and everyone likes it, just like good food.”