Missoni may be catering to bargain hunters at Target, but Domenico Dolce and Stefano Gabbana, the founders and designers of the Dolce & Gabbana label, are interested in only luxury consumers.
Dolce & Gabbana announced Thursday that D&G, the diffusion line that showed its spring 2012 collection on during Milan Fashion Week, will be folding into the signature line Dolce & Gabbana. It marked the last runway show for the lower-priced, 17-year-old D&G.
According to Women’s Wear Daily, Gabbana said the designers have toyed with ending the diffusion line for the past few years.
“Without taking the style into consideration, ever since the early days, we were always looking at the Chanel Maison as an example, one with one single brand,” Dolce said.
“We think that in order to work well, to be in the market for a long time, and to leave something after us, there must be only one brand and not two,” said Gabbana.
Since March, the closure of D&G has been rumored, yet many industry insiders are puzzled by the decision, since the D&G offshoot is profitable for the house. According to the Guardian, in recent years D&G has outperformed the higher-priced Dolce & Gabbana collection in some key Asian markets.