Dolce & Gabbana has officially “come out” in a light against gay marriage and all non-traditional families. In a time when the need for global diversity acceptance is vitally important. It can easily be misunderstood to immediately boycott the beloved Italian fashion brand. Yikes, for some that might not even be possible. However, in the words of the late Stephen  Covey lets please “Seek First to Understand, Then to Be Understood” before the luxury industry entirely boycotts Dolce & Gabbana.

Dolce and Gabbana Spring Summer 2015

Star fashion designers Domenico Dolce and Stefano Gabbana found themselves embroiled in a firestorm after they were quoted in Italian celebrity magazine Panorama saying that “the only family is the traditional one. No chemical offsprings and rented uterus: life has a natural flow; there are things that should not be changed.”

Their belief is in support of only a traditional family. Inline with what they have expressed years earlier the founders of luxury brand and celebrity favorite Dolce & Gabbana, their positions against gay marriage, gay adoption and the use of techniques such as IVF (which they said created “synthetic” children) still stands.

What luxury brands can learn how-to do better is celebrate their core values and not take the high road against those who don’t live by these beliefs. We all can agree to disagree and still get along without falling out.

Take for example two friends who both have a total difference in parenting styles. There is no real right or wrong just indifference exists. Dolce & Gabbana should also seek to understand their customers parenting choices and marriage preferences. Make a correction going forward that they do respect their customer’s personal choices however, indifferent they may be from their traditional family values. Cease from making any negative comments against personal choices of others regarding traditional family alternatives.

Go above and beyond by even catering to non traditional families. Luxury brands that present the most amount of options achieve capturing and engaging more loyal customers. This is what luxury car brands do very well providing a variety of options. We should know because we help luxury brands and luxury car brands with public relations do this better than their competitors all the time!

Best of luck to Dolce & Gabbana who I’m sure have learned an invaluable lesson in diversity and respect for personal choices. Let’s all still please shop Dolce & Gabbana… #ShopDolceGabbana

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