Dolce and Gabbana men's wear spring and summer 2026 collection was unveiled at Milano Fashion Week in Milano in June, 2025.

by Kyungmin Hwang

What stood out about this season's Dolce and Gabbana show was the final runway march that went from indoors to outdoors.

The finale of the fashion show, which started inside the fashion show venue and continued outside the fashion show venue, showed a form that expanded slightly from closed to public, showing various interpretations.

It was a form of announcement that was exclusive to a very small number of customers, with a sense of tension that was closed and prevented information from leaking, but  it feels more popular, less tense and the target

customers have expanded in this time.

Also, while it used to be a fashion show for sales to a specific group, now it is a form of performance that connects not only the clothes but also the fashion show as a form of art performance, and as Dolce and Gabbana adds a more fine artistic aspect to it, you can sense the artistic vibe of the brand. 

There was a time when the catchphrase "See now, But now" or "See it, Buy it" was a rising phrase. Ths "See now, Buy now" fashion show trend refers to a direct on-site purchase system that allows you to purchase products presented at a fashion show immediately after the show. This has brought about a change that shorteds the existing 24 month cycle of the fashion industry to 18 months, and is changing the way to induce immediate responses from consumers and quickly reflect the latest trends.

Thesedays, Dolce & Gabbana fashion show performance signifies the expansion of the brand's worldview beyond the one-dimensional commercial concept of buying and selling.

While various luxury brands such as Gucci, Montblanc, and Hermes support artists or art groups, not only does it have the mecenat effect, but also incorporates their artistic vibe into their brand, Dolce & Gabbana directly executes the artistic part, thereby infusing the deep artistic vibe of fine art into the Dolce and Gabbana name.

Dolce and Gabbana's this season collection is lovely and light color clothes and each look has the vibe that it feels easy but ,dignified or formal.

The finale of the show is that all the models of the runway had a parade from indoor to outdoor of the venue of the fashion show, and that scene make people to be surprised.

The pajama's colors like ice creams in Barbie world made ensemble and harmony with the environments of the outdoors like sunshine, trees, roads between buildings, etc.

The colors of the collection were light and easy but the moods from the finale were strongly grand like soldiers or heros.

Several big screens outside of the venue emplaced by Dolce and Gabbana during the fashion show made people feel a dramatic and artistic vibe. 

It is like an effect thatThe real people, especially models who were in the screen were shown from the screen like that a hero(character) in the movie pops out from the screen when we see the movie.

Expanding the scope of marketing, 

As models wearing the clothes from this collection step out of the fashion show venue, not only does the space expand, but the audience expands as well, leading to an expansion of the marketing target. 

The models wearing the clothes from this season collection were art pieces. And when they were on the road and placed in harmony with the surrounding environment out of the fashion show venue without an artificial stage, it seemed like public art even though it's short time. 

Dolce and Gabbana explained their this season collection :

Pyjamas is a UK word, it means pajama.