Gucci Is Going Seasonless



May 2020

gucci to go seasonless
Backstage at Gucci’s AW20 show in Milan

Gucci has become the latest luxury brand to breakaway from the the conventional fashion calendar and build a new path for fashion. Following in the footsteps of Saint Laurent, Gucci is to go seasonless, with a scaled back schedule that moves away from industry deadlines and the pressure to perform. 

“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call,” said Gucci’s creative director Alessandro Michele in a diary-style entry posted on the house’s Instagram.

“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 and genres, feeding on new spaces, linguistic codes and communication platforms,” wrote the designer.


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The announcement follows a growing band of labels calling for the fashion industry to change in response to the Covid-19 pandemic. With travel on pause, designers are forced to rethink the traditional seasoned show structure and reshape the now considered, outdated schedule.

Gucci is set to deliver a virtual press conference today to share more details on its decision to go seasonless and create a new format suited to the creativity of the house.

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