Dolce And Gabbana Adds Flair To "Classic" Via "Comedy" With Its New Video Campaign
Similar to "Italian Family", which is another short film produced earlier this year for Dolce and Gabbana's Spring/Summer 2012 collection, Italiana thrives on its retro feeling. With its faded color palette and image quality that seems to resemble traditional film stock, Italiana not only takes us back in time, but also returns the sunglasses to the time period from which they came. But unlike Italian Family--where we revel in the depiction of Balti and Italian actress Monica Bellucci as retro-inspired bombshells--Italiana uses comedy in order to construct a just as sexy, yet simultaneously much more carefree approach to the retro aesthetic. Although the premise and ensuing conflict over a pair of sunglasses are not laugh-out-loud hilarious, together, these two elements deconstruct the austerity that surrounds the notion of "classic." By doing so, Italiana creates a comfortable, rather than imposing aura for the "classic" aesthetic. It implicitly invites the viewer to come join in the "classic" experience---not just stand aside and admire it.
In an era where "retro" and "classic" are understood in terms of the AMC drama, Mad Men, Dolce and Gabbana's Italiana reminds us that we can still respect something without taking it too seriously.
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-Watch "italiana" below