Gucci Is Set To Go Seasonless With Only Two Shows A Year
The coronavirus pandemic has hit the fashion industry hard, but it has also served as a wakeup call for many brands and designers, inducing them to reconsider everything from apparel manufacturing processes to the traditional seasonal calendar. Now, Gucci has announced that it is breaking with convention and going seasonless, scaling back the rhythm of its fashion shows to only twice a year.
The decision was announced by creative director Alessandro Michele on social media, in a diary entry posted to the brand's official Instagram, as well as his own personal page.
"I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call," Michele stated. "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."
Gucci joins the growing chorus of fashion houses who have been pushing for a major rewiring of the traditional system of developing and showing collections. Just a few weeks ago, a coalition led by Dries van Noten published an open letter urging the industry to make changes to the schedule of deliveries and discounts, while Saint Laurent also announced it would be skipping Paris Fashion Week this September in order to take control of its own pace and reshape its calendar.
Stay tuned for more updates.
