Storied Italian fashion label Dolce & Gabbana is increasingly turning to the social influencer set to cast models for its illustrious runway shows. At its Fall 2017 show during Milan Fashion Week last Saturday, the luxury label tapped a handful of the world’s most popular digital creators, including Vine star Lele Pons, YouTubers Marcus Butler and Juanpa Zurita, fashion bloggers Aimee Song and Kristina Bazan, and Instagram star Luka Sabbat, W reports.
The singer Austin Mahone, who ascended to fame on YouTube, also made an appearance at the Fall 2017 show alongside a slew of celebrity children, including the sons and daughters of Jennifer Tilly, Andy Garcia, Steve Harvey, Steven Spielberg, Jude Law, Jamie Foxx, and Daniel Day-Lewis. Check out the full list of appearances right here.
This isn’t the first time that Dolce & Gabbana has harnessed digital stars to sell its wares. At its Fall 2017 menswear show last month, Vine star-turned-Netflix headliner Cameron Dallas opened the show, and was joined by fellow model and social influencer Neels Visser, the fashion blogger Marcel Floruss, and YouTubers Jim Chapman, Butler, and Zurita, according to Elle.
Dallas, who signed with fashion-centric multi-channel network StyleHaul in November and has also worked with big-ticket brands like Calvin Klein, starred in a spring advertising campaign for Dolce & Gabbana in addition to his runway turn, per W. Dolce & Gabbana initially began incorporating the influencer set into its marketing when it invited many of the aforementioned influencers to attend its Spring 2017 show in Milan last September.