Dolce & Gabbana Spring 2013

They are arguably the highly acclaimed desginer duo who are associated with a singular cultural tradition. Their eponymous brand has become synonymous with icons like Madonna, Kylie Minogue and Scarlett Johansson. Domenico Dolce and Stefano Gabbana have come a long way since their relationship 30 years ago, and made super slim fit cuts and sharp suit looks, alongside figure-flaunting, slightly pornographic dress designs and stellar footwear their trademark. They've certainly done Italy proud as one of the firmly planted fashion houses in the world, and in the society of Haute Couture. Having drawn $1 billion in revenue, the duo even allegedly managed to evade taxes worth up to over $400 million, with a court hearing yet to announce their verdict.

For their Spring 2013 shoot, the duo decided to become the director and photographer themselves, featuring Monica Bellucci and socialite Bianca Brandolini d' Adda, and non-professional models. Wait did I just say, non-professional models? Oh yes, the duo decided to do something so unconventional, even Karl Lagerfeld, Tom Ford and Jean Paul Gaultier would jump in their seats. Well the argument raised was that they wanted to reflect the culture of Sicily, the region of Italy where Domenico grew up.  And further, by taking the roles of director and photographer themselves, there was no pressure. No one to answer to. The show was their's and their's alone. I think this is really important for any fashion house who wants to deliver a good marketing ad. Sometimes it's hard to deliver an idea, a detail of a masterpiece or simply the desired setting of the collection when you hire someone highly professional and skilled, maybe say, Patrick DeMarchelier or Reef Krakoff, because they just won't comprehend them! They didn't have the vision of couture that you had, they didn't have the minuscule details at hand, hence they wouldn't be able to fully understand the meaning behind your masterpieces. 'We didn't have to teach anyone what we want to do' Gabbana says, 'I didn't have to explain what I feel'.

Monica Bellucci striking a pose in the vibrant orange number.

'To make the campaign is like when you make dinner, this is dessert,' Gabbana says, 'It completes the cycle.'

The result of all this? A campaign that hits the sweet spot of the D&G canon. Dark-haired men exude earthly machismo and proud narcissism. The women are curvy and sensual. I predict this trend of complete control will become fashion's new mantra. Expect Anna Wintour to be endorsing it any moment, ya?