China Told by D&G Fabrics is a conceptual campaign that explores traditional Chinese symbolism through the lens of Dolce & Gabbana’s textile heritage.
The project was conceived as a speculative rebranding exercise, responding to the brand’s need to rethink its relationship with the Chinese market following the 2018 controversy.
At the core of the campaign are six artworks that reinterpret traditional Chinese symbols using details extracted from D&G fabrics.
My role:
Concept development and visual design.
Context
In 2018, Dolce & Gabbana faced significant backlash that damaged its relationship with the Chinese market.This project approaches the topic from a cultural and design perspective, questioning how a global luxury brand might engage more respectfully and thoughtfully with a culture through research and symbolism.
Rather than focusing on commercial messaging, the project proposes a visual dialogue between Italian fashion craftsmanship and Chinese cultural heritage.
The campaign is built on the idea of translation through material.
Instead of introducing new imagery, the project starts from existing Dolce & Gabbana textiles and isolates details that can be reinterpreted as symbols rooted in Chinese tradition.
These textile fragments become a medium for exploring:
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Cultural symbolism
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Meaning and representation
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The act of reinterpretation versus appropriation
The approach emphasizes observation, research, and restraint.
Artworks
The campaign consists of six visual artworks, each centered around a different traditional Chinese symbol.By recontextualizing textile details, the visuals create a layered narrative: one that merges fashion and cultural reference without relying on stereotypes.
The artworks are intended to function as both standalone pieces and as a cohesive series, unified by composition and concept.
China Told by D&G Fabrics demonstrates how design can be used as a critical tool for cultural reflection rather than surface-level branding.
The project reframes rebranding as an act of listening and interpretation, highlighting the importance of research and sensitivity when working across cultures.
From a design perspective, this project reinforced the responsibility designers carry when engaging with cultural narratives. Using material as a starting point allowed for a more nuanced exploration: one that prioritizes symbolism and meaning over spectacle.
The project positions design not just as a response to controversy, but as an opportunity for dialogue, learning, and redefinition.