2014 was undoubtedly the year of selfe, a new word that became quickly a worldwide marketing concept. After focusing their campaigns on Italian families, Domenico Dolce and Stefano Gabbana launched the #DG Family project last October. The idea? Encouraging fans to post family selfies on the website dolcegabbana.com/dgfamily, a kind of new social media dedicated to the brand. Family is then reinvented: the generic D&G logo takes place in the pictures instead of the last name, creating a virtual and universal family.