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on pause, designers are forced to rethink the traditional seasoned show structure and reshape the now considered, outdated schedule.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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