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When Dolce & Gabbana invited a whopping 21 millennials — some up-and-comers, some already well-known/Insta-famous — to sit in the front row at their spring 2017 show in Milan last month, it became immediately clear that the Italian house is making a huge play to court the younger generation. (The fact that the collection included light-up LED shoes and bootleg-looking bedazzled T-shirts only helped to drive that point home.) The brand has also proven that it prefers youngsters of the celebrity offspring sort: Presley Gerber, the 17-year-old son of Cindy Crawford, and Rafferty Law, the 20-year-old son of Jude Law, both walked the runway for D&G's menswear show back in June, while the brand's recent front-row guests have included the likes of Gabriel-Kane Day-Lewis, 21-year-old son of Daniel Day-Lewis, Brandon Thomas and Dylan Jagger Lee, the 20- and 18-year-old sons of Tommy Lee and Pamela Anderson, and Sofia Richie, 18-year-old daughter of Lionel Richie. Let all of that sink in for a second.
To continue its momentum with the youths, D&G has chosen to feature Gerber, Law, Brandon Thomas Lee, Luka Sabbat and Cameron Dallas in its spring 2017 campaign, which is currently shooting on the Italian island of Capri. And how do we know this? Social media, of course! The boys are going wild with posts from the shoot — search the hashtag #dgmillennials for some good times — and appear to be having a ball in one of the fashion elites' favorite vacation destinations. They're palling around with locals, taking boat rides, shopping neighborhood markets, indulging in the regional cuisine and, because these are teenagers we're talking about, dabbing. Yes, one of the Instagram photos is, in fact, captioned: "DOLCE AND DAB-BANA BABY!" I have never felt older than I do in this very moment.
Read on for more behind-the-scenes previews of the upcoming campaign, which will likely light up our social-media feeds until it's officially released a few months down the road.
Updated, Oct. 24: Over the weekend, Dolce & Gabbana revealed its newest campaign stars on — what else? — Instagram: Zendaya joins French models Thylane Blondeau and Sonia Ben Ammar as the females faces of the house's #DGmillennials ads. (It's worth noting that Ben Ammar is also none other than celebrity offspring Brooklyn Beckham's ex-girlfriend, so the whole #youth thing really runs deep here.) The brand dropped a slew of behind-the-scenes, Capri-set imagery into its feed on Saturday, a number of which you can scroll on through below.