Bringing Social Media Stars Onto the Runway, and Hearing Them Roar

Among the many was the American musician Raury, who had not been aware of the controversy surrounding Dolce & Gabbana and the label’s embrace of Melania Trump, who often wears it. In response to criticism for dressing the first lady, Dolce & Gabbana gleefully printed up a line of T-shirts inviting “haters” (as Mr. Gabbana put it) to “#Boycott Dolce & Gabbana.”

On the runway, Raury (21, 156,000 followers on Instagram) staged a boycott of his own, doffing his show outfit to reveal messages scrawled on his chest and raising his fist: “Protest,” “DG Give Me Freedom” and “I Am Not Your Scapegoat.” “They were making us represent something,” he explained to GQ in an interview shortly before leaving Milan. “These kids are about to co-sign this, and they don’t even know what it means.”

He had learned of the Melania Trump controversy and the boycott T-shirts the day before. The shirt, he said, “completely makes a mockery of what ‘boycotting’ is. Boycotting is the people’s voice.”

Social media, naturally, has been awash with the full spectrum of people’s voices, in favor of Raury’s gesture and opposed to it. (The activist DeRay Mckesson tweeted him an emoji of a fist.) Dolce & Gabbana’s streak of controversy-baiting continues, which may be at least part of the point. (“All press is good press,” is another of the Fashion Week Commandments.) Ms. Cyrus, Braison’s sister, used the same post to congratulate her brother, who walked the show in a crown and elaborate hoodie, and to note that she disagreed with the label’s politics.

“Ignorant!!” @stefanogabbana wrote in a comment. “For your stupid comment, never more work with him” in another, and later reposted her post with the boycott hashtag.

Mr. Gabbana’s representative did not respond to a request for further comment, so there the matter rests for now, resounding in the chambers of Instagram, where the levels of…

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