The #DGFamily

A display of vintage pictures in the 2.0 era. A gallery of images that includes old-school family portraits where the old traditional values seem to regain an almost-lost relevance. An artistic project? Not really, if we take into consideration that its promoter is a luxury fashion brand: Dolce & Gabbana.

As stated by the two designers, the family and its genuine and traditional values have always been such an essential reference point for them that needed to be celebrated with a dedicated gallery of all the world's families. The innovative approach consists of engaging fans into the building of an enormous digital archive that includes and tells about all the world's families of every generation: from the modern family to the old family of our grandparents. Everyone can upload on the brand's website an old black and white family photo or a modern picture of their own family: just one rule, making sure that the uploaded photo be in line with the Dolce & Gabbana family's mood as displayed in the recent brand's communication campaigns. It is an ambitious project with a strong storytelling touch that is meant to be more than a simple image gallery. It is a proper digital photographic exhibition created and produced by a public that is both subject and object of the exhibition itself. A project that is sure to strengthen the distinctive features of Italianess that have always characterized a brand that continues to amaze.

And you, have you uploaded your picture yet? Black and white or ultra modern?