Not-So-Golden PR for Dolce & Gabbana

On Jan. 15, 2012 Modern Family‘s Sarah Hyland walked the red carpet at the Golden Globes in a gorgeously form fitting Dolce & Gabbana dress, until the back of her dress ripped to an almost moment of rated R exposure in public.

Going into full detail of her realization that the back of her dress had completely torn apart, Hyland must have felt D&G’s PR team panic when they realized the terrible press they were currently receiving on live, national television. I know I did. Even more so when an explosion of “Hyland wardrobe malfunction,” tweets hit the #goldenglobes hashtag.

The Golden Globe ceremony not only celebrates the talented individuals working in the television and film industry, but also acknowledges and highlights accomplished designers who adorn participants in the award show with their couture clothing.

Presenting a dress on the red carpet is not only an honor for any designer, but also a great way to gain positive, as well as negative, press. Especially when fashion bloggers anxiously await seeing their favorite actress or actor before the show and anticipate what designer dresses will show up on the red carpet.

The stakes of dressing an attendee of any prestigious award show, such as the Golden Globes, have always been high, and with the new introductions that social media has brought to the market, viewers can not only judge a designer’s look the moment it steps on the red carpet, but spread their opinion, and spread it fast.

As a participant in the fashion industry, I always enjoy watching the red carpet, but as a public relations student, what really caught my attention was when I saw Hyland explain her very public wardrobe malfunction to Giuliana Rancic.

Going into full detail of her realization that the back of her dress had completely torn apart, Hyland surely must have felt D&G’s PR team panic when they realized the terrible press they were currently receiving on live, national television. I know I did.

Especially when Rancic commented, “That must be the worst zipper in the universe…who are you wearing?”

Mentioning the dress was “vintage” Dolce & Gabbana may have been the honest truth to Hyland, but from a public relations viewpoint, the clarification of “vintage” could have been the saving point of avoiding a huge social media crisis with the brand’s reputation.

Yes, mistakes happen. Clothes rip. But with the quality that Dolce and Gabbana stands for, it will be interesting to see what recovery measures the label may need to take to rebuild relationships with its consumers.

*photos courtesy of JustJared

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5 thoughts on “Not-So-Golden PR for Dolce & Gabbana

  1. Miami Olivia says:

    Darling Sarah Hyland handled it with poise that veteran Glam girls wouldn’t have been able to do. She gets a big star in my book! See my take on all the fashion at miamiolivia.com.

  2. Sarah says:

    Oh poor D&G. Now they need a dazzling appearance of an A-lister @the Oscars to make up for it!
    BTW: Sarah is wearing the same design as Catherine Zeta Jones at the premiere of “The Legend of Zorro” back in 2005. The only thing missing is the vibrant red flower. Back then the zipper worked perfectely for curvy sexy Catherine!

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