Dominnico, the brand synonymous with leather, pastels, and luxurious textures, has taken a surprising turn for its Spring 2024 collection. Creative director Domingo Rodríguez Lázaro has embraced the preppy aesthetic, infusing it with his signature style and a touch of rebellion.
This season, Dominnico explores the diverse characters found within American university life, from the quintessential cheerleader to the star football player. Each look embodies different identities, all presented in a strikingly aesthetic, yet unconventional way. As Rodríguez Lázaro explains, “We wanted to develop the different stereotypical characters we can find in American university life… different roles that we have presented in a super aesthetic, non-functional way, without giving up on that sensuality and sexuality always present in my garments.”
Polo shirts and bomber jackets, staples of preppy style, are transformed into Dominnico pieces through the brand’s signature textures and colors. “When you picture a polo shirt, you wouldn’t imagine it as furry,” Rodríguez Lázaro adds. “But we’ve used numbers or certain fonts to challenge the more conservative aspect of preppy—also by taking a navy blue or beige garment and combining it with sporty leggings or a latex cap.”
The accessories, under the direction of Hugo Fernández Jiménez, play a pivotal role in this new collection. Expect to see football sneakers, leather gloves with laces and eyelets, and pink belts. The collection introduces new materials like latex, adorned with hand-drawn stars and numbers that reference important dates in Dominnico’s history.
There are also echoes of the past, with the first garment Rodríguez Lázaro ever cut being reinvented in all-grey. Recycled biker pants, crafted from fleece, rubber, and vinyl, showcase the brand’s commitment to sustainability while contributing to the collection’s overall theme.
The collection draws inspiration from the 2000s trend, pushing the preppy look to its extreme. Think models like Gisele Bündchen and Paris Hilton, embodying the pop culture aesthetic of the era. This pop flavor explodes in a series of pink looks, alongside pieces tinted in black and white or cement grey.
Rodríguez Lázaro concludes, “The beauty look was about recreating the beauty of destruction: the beauty after a long after-hours party, after a wild, wild night… as if the models were coming home right after having sex or working out.” The collection’s raw and rebellious energy is undeniable, leaving viewers wanting more.
Dominnico’s Spring 2024 collection is a testament to the brand’s ability to push boundaries and reinterpret classic styles. It’s a collection that is both playful and provocative, a perfect blend of preppy and Dominnico’s signature sensuality.
