Dolce & Gabbana amazed the watching audience with a memorable show that replaced human models with drones during the Milan’s Fashion Week. The legendary Italian Fashion brand showcased its Fall 2018 pricy offerings in a what turned out to be a pleasantly surprising way; the drones actually “flew” down the runway carrying its trendy line of handbags.

This is not the first time drones have been used to showcase fashion items. Betabrand is fashion startup that designs office wear that has also used drones before. However, this is the first time drones replaced fashion models for a high profile brand. And if you are wondering why many other fashion brands haven’t tried this yet, here is why – things didn’t go exactly as planned.

The show started 45 minutes late, making some audience members quite annoyed. The reason for the late beginning was that the audience had to switch off their Bluetooth and WiFi hotspots to avoid interfering with the drone’s signals.  Considering that the audience was made up of 600 upper class, pampered fashion fans, models, and journalists, it shouldn’t be surprising that they didn’t follow the instructions immediately. In fact, it’s quite commendable that the organizers took only 45 minutes to have everything turned off. The company had to issue multiple announcements in many different languages and even call out individual members to comply.

Once all the potential signal interferences were safely turned off, eight drones emerged, hovering along the runway each dangling a Dolce & Gabbana handbag beneath it. The flying bags excited the audience and made quite an impression as they whistled, cheered and pulled out their gadgets to video the display. The drones first spread out before flying (read “cat walking”) down the runway.

The drones might not have been draped with a fine selection of stylish pants and jackets, but many admit the display was quite impressive. A couple of security staff cautiously strolled nearby, most like ready to capture any stray drone. Luckily, there was no issues and drones did their thing without a hitch.

After the drones were done with the showcasing, human models took over, wearing the company’s latest  fashions and carrying the trendy handbags. The event was finalized with a secret show in the evening featuring Lady Kitty Spencer on the runway, but clearly, drones were the stars of the show.

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