Usher, Alicia Keys and Beyoncé made Super Bowl a night to remember for Dolce & Gabbana

D&G was everywhere at the Super Bowl, reminding the game’s 100-million-plus viewers that it is the flashy label of choice among today’s pop elite.

The Kansas City Chiefs were not the Super Bowl’s only big winners. At an event on par with Hollywood red carpets when it comes to brand exposure, fashion labels now compete for eyeballs during tunnel walks, celebrity crowd shots and the ever-popular halftime show. But it wasn’t Travis Kelce’s sparkling Amiri suit, Taylor Swift’s peek-a-boo Area jeans or even the low-budget Yeezy commercial that Kanye West filmed in the back of a car that triumphed in the style stakes. It was Dolce & Gabbana. The Italian fashion house was everywhere — on and off the stage at Nevada’s Allegiant Stadium — reminding the game’s 100-million-plus viewers that it has secured its status as the flashy label of choice among the musicians and athletes of today’s luxury elite. D&G has only just started dipping its toes into the Super Bowl’s waters. Before 2022 (when the label launched a capsule collection “dedicated to football fans and inspired by the biggest game of the year”), its best-known Super Bowl moment was probably co-founder Stefano Gabbana apologizing for reportedly body-shaming Lady Gaga online for baring her stomach during the 2017 halftime show. This year was a different story, however. At a pre-game event on Sunday, Beyoncé appeared at the nearby Wynn Las Vegas hotel in a plunging custom D&G mini dress embellished with Swarovski crystals, thigh-high leather boots and a voluminous blonde hairdo. If the label’s strategy was to be associated with the evening’s most searched-for names, it paid off: Just hours later, Bey was trending on social media after teasing new music in a Verizon ad.