When internet heartthrob Cameron Dallas revealed that he was going to walk Dolce & Gabbana's men's fall 2017 show in Milan this weekend, we weren't too surprised. The Italian fashion house has been courting celebrity millennials since last summer, hiring Presley Gerber and Rafferty Law for its men's spring 2017 runway show, as well as inviting a slew of young celebrity dudes — Dallas, Gabriel-Kane Day-Lewis, Austin Butler, Levi Dylan, Peter Brant Jr., Brandon Thomas Lee and Luka Sabbat, to name a few — to attend.
The relationship has since flourished and Dolce & Gabbana brought on even more millennials — 21 total — to sit front row at its women's spring 2017 show in September. A few of those same famous faces made it into the campaign, which debuted at the beginning of the year.
But Saturday proved to be the brand's biggest millennial takeover yet with a special performance by Austin Mahone and Dallas on the runway as the show's opener. Following him were Dolce & Gabbana regulars Gerber, Law, Lee, Dylan, Sabbat and Lucky Blue Smith, as well as hip-hop artist Tinie Tempah, actor and model Will Peltz, model and Taylor Hill's brother Chase, model and Vine (RIP) star Neels Visser, YouTubers Juanpa Zurita, Marcus Butler, Sergio Carvajal and Jim Chapman, self-proclaimed "digital influencer" Pelayo Díaz, photographer Lee Oliveira, One Dapper Street blogger Marcel Floruss, London-based influencer Carlo Sestini, Dubai website AMD Mode's Ahmad Daabas, "Caribbean King" Christian Bendek, Swedish editor Andreas Weinås, Avan Jogia, an actor who used to date Zoey Deutch, and son to Run DMC's Rev Run and rapper Diggy Simmons. Phew!
Sofia Richie also walked, adding Dolce & Gabbana to her growing fashion runway resumé. Joining her on the catwalk were Lucky Blue's sisters Pyper America, Starlie Cheyenne and Daisy Clementine, along with sisters Sistine and Sophia Stallone, Lori Harvey (step-daughter to Steve Harvey), Immy Waterhouse, Sonia Ben Ammar, German model (and girlfriend to Butler) Stefanie Giesinger, German fashion blogger Caroline Daur, La Rouge Belle's Lala Rudge and an elusive but stylish girl on Instagram named Yumi Dondo. If we missed someone, well, give us a break because there were a whopping 100-plus looks that made it down the runway.
A strong digital strategy went along with Saturday's extravaganza, as hashtags like #DGMillennials and #DGPrinces promoted the runway show and filled social media feeds with teasers, backstage photos and video snippets. On Dolce & Gabbana's Instagram story, the models attempted to go viral with #DGVolo, a "challenge" where everyone's walking and then suddenly they trip and fall at the same time. Considering how quickly the Mannequin Challenge lived and died online, we don't see this gimmick sticking around for too long either.
During Pitti Uomo last week, Tommy Hilfiger adopted a similar marketing strategy, calling upon a group of young, famous millennials as he debuted his fall 2017 Hilfiger Edition line. It's a business shtick that nearly every brand is trying to successfully execute, but it's only a matter of time until the millennials' powerful bubble bursts, and #DGMillennials feels outdated. Will #DGGenZ be next?
Click through the gallery below to see every look (and millennial) from Dolce & Gabbana's menswear show in Milan.
Homepage image: Cameron Dallas leads the Dolce & Gabbana fall 2017 men's runway show finale. Photo: Imaxtree