Fashion house Dolce & Gabbana used drones to carry handbags down its catwalk rather than have them paraded by models.
Pictures show multiple drones being used during Milan Fashion Week, with each flying gadget carrying a bag from the autumn/winter 2018/2019 collection.
Specifically, it’s the fashion house’s quilted leather handbag of the season – the Devotion – which features a heart-shaped closure.
Dolce & Gabbana later explained the move was “breaking the boundaries between fashion and technology” and said the bags were “flying the catwalk”.
Breaking the boundaries between fashion and technology, the new #DGDevotionBags were flown in with drones, officially opening the Dolce&Gabbana Fall Winter 2018/19 Women's Fashion Show.#DGFashionDevotion #DGFW19 #mfw #DGWomen #DolceGabbana #FashionSinner #lamodaèbellezza pic.twitter.com/9ckZFTckSN— Dolce & Gabbana (@dolcegabbana) February 27, 2018
The addition of the drones is seen as a swoop for millennials – trying to attract a new younger audience to the established brand.
Flying the catwalk, the #DGDevotionBag was carried by drones at the Dolce&Gabbana Fall Winter 2018/19 Women's Fashion Show. #DGFashionDevotion #DGFW19 #mfw #DGWomen #DolceGabbana #FashionSinner #lamodaèbellezza pic.twitter.com/ygdcXO7xvp— Dolce & Gabbana (@dolcegabbana) February 26, 2018
Ahead of the show, audience members were urged to turn off their personal Wi-Fis and hotspots.
Even Vogue editor-in-chief Anna Wintour was in the dark. She eventually left her front-row seat to investigate what was going on, Associated Press reported.
When the show eventually opened – 45 minutes late – music played as a mocked-up church facade opened and out flew the drones.
Only then was it obvious why the repeated messages about tech had been announced.