Guests at the most recent Dolce and Gabbana fashion show in Milan were caught by surprise when a naked man in red trainers crossed the catwalk at the end of the show, an unexpected grand finale to the 2014 Spring/Summer collection shown moments before. But what many considered a mere foolish act was indeed a well-planned stunt by the editors of Berlin’s fashion blog Dandy Diary. Under the name Fashionooball Dandy Diary asked their friend and contributor Miky the Streaker to stage a catwalk invasion, as it is common in some football matches. The action took place precisely in Milan, Italy’s city of fashion but also of mad football fans and during the show of a brand who features football player Messi in its most recent campaign. With Fashionooball and this hugely publicised stunt Dandy Diary thus fulfilled their intention of “fusing fashion and sports further, beyond the mere aesthetic aspect”.
But this action had two concrete purposes. By storming Dolce & Gabbana show “we wanted to attack the elitist and glamorous aspect of the fashion sector”, David Kurt Karl Roth, Dandy Diary editor told Trendenz one day after the show. In this world of glamour bloggers are often used like pawns that suit well the purposes of some of the world’s biggest fashion brands. And, in recent years, Milan and other fashion weeks have become known for inviting large numbers of bloggers to their front rows, stirring a debate in the fashion media world. Dolce & Gabbana was one these brands, that’s why these Berlin bloggers used this particular show to backfire. “We chose the Dolce & Gabbana show for a reason. Some years ago they used bloggers. This time is the other way round. Bloggers used the Dolce & Gabbana platform to suit their purposes, to bring about what we had planned”, David Kurt added.