Luxury giant Gucci announced the plans to go season-less and only showcase its collections twice a year moving forward.
Joining Saint Laurent in the initiative to step away from the conventional fashion calendar, Gucci took it to Instagram to announce the upcoming changes. ‘I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call’ says creative director Alessandro Michele in one of his diary entries posted on the brand’s Instagram page.
‘I would like to leave behind he paraphernalia of leitmotifs that colonized our prior world: cruise, pre-fall, spring-summer, fall-winter. I think these are stale and underfed words’ the post continues. Drifting away from the classic fashion scene, Gucci’s future collections are said to be based on the naming of musical compositions (symphonies, rhapsodies). Looking at the brand’s activity under Michele’s direction, Gucci has become known for its innovative approach to traditional fashion. ‘We will meet just twice a year, to share the chapters of a new story. Irregular, joyful and absolutely free chapters, which will be written blending rules of genres feeding on new spaces, linguistic codes and communication platforms’ Michele’s diary entry reads.
When it comes to the future frequency of Gucci shows, it is speculated that, apart from breaking traditionalism, the brand is responding to the increase pressure for sustainability in the fashion industry. Whilst it remains unclear whether the Covid 19 pandemic has influenced the decision, Gucci is certainly accelerating the already ongoing changes the fashion world is going through.
A virtual press conference with selected journalists will take place on Monday to clarify the future of Gucci.
With many brands stepping down from the traditional fashion calendar due to the ongoing global events, experts are questioning what the future of fashion will look like in the coming years. A push for sustainability has been long overdue, but the current circumstances are forcing major labels to re-think their strategies when it comes to showcasing their collections.
‘I believe that we can build tomorrow also starting from a renewed capacity of domination’ says Michele.
By Maria Bita