Tuesday, September 23, 2008

Italian National Rugby Team For D&G Underwear

Dolce and Gabbana have followed in the footsteps of Roberto Cavalli by featuring the Italian National Rugby team in their most recent D&G underwear ad campaign. The use of professional athletes as fashion models has been quite popular this past year and it is definitely another market that may normally get overlooked by regular underwear advertising. The hyper-masculinity associated with rugby players speaks to a segment of consumers that may not normally have considered spending extra ca$h on luxury underwear. At the same time, the hyper-masculinity associated with the athletes is now associated with the underwear and therefore, buying D&G underwear allows the consumer to also buy into the athletic masculine mystique. Clever.

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