May 2026
In dialogue with the New Generations: the collaboration between Dolce&Gabbana and SDA Bocconi
A challenge dedicated to the Digital Product Passport as a tool for transparency and customer engagement
An open dialogue between industry and academia
The future of luxury is shaped through dialogue, listening and the willingness to challenge perspectives. With this vision, Dolce&Gabbana launched a collaboration with the MBA program at Bocconi University in Milan, within the Brand Capstone Project course offered as part of the concentration in Luxury Business Management. Students took part in a challenge focused on transparency, marketing strategies, innovation and customer relationships.
A project that goes beyond the academic sphere to become a meaningful space for dialogue between business and new generations, invited to interpret some of the most significant transformations shaping the industry today.
Trasparency as strategic lever
At the core of the challenge was a key question: how can transparency tools such as the Digital Product Passport — now also shaped by evolving regulatory requirements — become strategic levers capable of creating value, strengthening brand positioning and building a deeper relationship with the customer?
Starting from this premise, the students developed project proposals focused on specific business divisions, combining strategic vision with an operational approach. The presented solutions explored new forms of consumer engagement and loyalty, imagining how product-related information and content could become an active part of the customer journey.
Digital Product Passport: towards more conscious choices
In this context, the Digital Product Passport is reinterpreted not only as a tool for transparency and traceability, but also as an access point to an ecosystem of content and interactions: from highlighting the quality of materials and production processes to narrating the brand’s heritage, up to experiences designed to strengthen the bond between customer and company.
What emerges is a cross-cutting element: sustainability as an integral part of the user experience. Not merely as a set of information, but as a narrative key capable of enhancing the identity of each creation and guiding consumers towards more conscious choices, while also contributing to building a more authentic and lasting relationship with them.
A shared vision of the future
The presentation of the final projects, hosted at the Bocconi University campus in Milan, marked a significant moment within this journey: an opportunity to share perspectives, gather new insights and continue fostering an open dialogue on how fashion can evolve through an increasingly integrated balance of creativity, responsibility and innovation.
Initiatives such as this confirm the value of an ongoing dialogue with new generations, whose contribution proves essential in addressing complex challenges. A commitment fully aligned with the ‘Human Care & New Generations’ pillar of the Dolce&Gabbana Sustainability Agenda, which promotes the active involvement of today’s talents in helping shape, together, the future of the brand and the industry.