From fashion to cinema: Tornatore’s representation of Sicily

This article explores how the Dolce & Gabbana brand develops its visual identity through a particular representation of Sicily, interpreted through the cinematic perspective of Giuseppe Tornatore. Through examining Sicilian iconography in Dolce & Gabbana’s fashion films via Tornatore’s cinematic repertoire, significant insights can be derived regarding the convergence of fashion, film and cultural representation. The brand integrates Italian cinematic depictions of Sicily into its collections, making this theme the central focus of the first section. Subsequently, the article explores Tornatore’s portrayal of Sicily in his films and his role as a ‘purveyor of visual narratives’, drawing from his works. Lastly, this article narrows its focus to three Dolce & Gabbana advertisements directed by Tornatore. Given the significant role of brand identity in shaping a specific image of Sicily, Dolce & Gabbana’s fashion films actively contribute to reshaping the Sicilian imaginary and its global dissemination.