Photo Analysis: Dolce & Gabbana and Gang Bang?

Dolce & Gabbana is a brand known for its suggestive ad campaigns. They frequently show models in overtly sexual situations where in the past, has included styled situations that insinuate gay group sex, voyeurism and many other sexual ads. Dolce & Gabbana are no strangers to controversy. In 2007, they ran an ad that is was so taboo that it was eventually pulled out from circulation due to the backlash. It’s internationally known as D & G’s infamous “fantasy rape” ad.

It is obvious to the average viewer that the image depicts a rape scene. There is a group of men surrounding one woman who is held down to the ground on her wrists by a shirtless man. The other men, some shirtless and some not, stand around watching this woman who is of course well dressed and beautiful. The woman is in a passive and compromising position. She also has a glazed look over her eyes. The other men, who are also attractive, look on, as they seem to wait for their turn.

I am not exactly sure what the brand is trying to convey through this image. Could it be saying that if you’re an attractive woman who wears D & G, you’re in hopes of getting gang raped by a bunch of attractive males? Maybe it is instead saying that men should relish in being able to partake such activities. The fact that they are trying to lighten up the subject by making it look like some sort of sport does not improve the message at all. This image only further reinforces gender stereotypes for both sexes, something the modern society has been trying so hard to eradicate. It parades the dominance of men and passiveness of women as well as beauty ideals in both genders.

I believe the creatives behind this were not as naïve to just create this fantasy out of thin air. They know who their buyers are and whom they are catering to. In my opinion, what they wanted to sell was a lifestyle of excess and boundless luxuries where sex is nothing but a sport for the rich. Understandably, rape scenarios seem to be one of the more popular sex fantasies in society. However, it is one thing to keep it confined within the bedroom and another to publicize it in major publications worldwide. The brand clearly did not consider their social responsibilities before publishing this ad. Even more disturbing than this is how some people are oblivious to how this is a portrayal of rape and violence against women. Perhaps, the world is so overly sexualized that such incidents become nothing more than just another headline in the news.

As mentioned before, the ad was later banned in most countries. The designers defended the image by stating that it was never meant to be controversial and that it was a representation of an erotic dream. A little ironic considering how anything to do with sex will always be considered controversial. Despite the uproar, Dolce & Gabbana reported a revenue increase of 21% by the end of the fiscal year, proving that sex does indeed sell whether it’s taboo or not.