Gucci’s creative director Alessandro Michele has announced the fashion label is abandoning fashion seasons and dropping its fashion shows to two a year.
“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call,” said designer Alessandro Michele in a post on Gucci’s Instagram.
“We will meet just twice a year,” it continues, “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.”
In a virtual press conference, Michele announced the spring/summer, autumn/winter, cruise and pre-fall shows will no longer take place.
“I think these are stale and underfed words … clothes should have a longer life than that which these words attribute to them,” he said.
The move towards two seasonless collections a year is no doubt a shake up for the brand, heralding a transformation of the fashion industry in the wake of COVID-19. Gucci’s June and July shows have been cancelled with the September fashion weeks uncertain.
This announcement marks one of the biggest moves from a major fashion brand towards a more sustainable approach.
It echoes a call from Vogue editor-in-chief Anna Wintour for the fashion industry to put “more of an emphasis on sustainability” in a post-covid world.
“I think it’s an opportunity for all of us to look at our industry and to look at our lives, and to rethink our values, and to really think about the waste, and the amount of money, and consumption, and excess – and I obviously include myself in this – that we have all indulged in and how we really need to rethink what this industry stands for,” said Wintour.
Gucci is going seasonless and will start showing its lines just twice per year.
In a diary post to the Italian fashion house’s Instagram, designer Alessandro Michele said he has decided to “build a new path, away from deadlines that the industry consolidated”.
“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call,” said Michele.
“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. And beyond.
“I would like to leave behind the paraphernalia of leitmotifs that colonised our prior world: cruise, pre-fall, spring-summer, fall-winter.
“I think these are stale and underfed words. Labels of an impersonal discourse that lost its meaning. Containers that progressively detached themselves from the life that generated them, losing touch with reality.”
View this post on Instagram
5/6 • “I believe that we can build our tomorrow also starting from a renewed capacity of denomination. Here comes the desire to baptize our new encounters by naming them after a language that has marvelously ancient roots: classical music language. Accordingly, there will be symphonies, rhapsodies, madrigals, nocturnes, overtures, concerts and minuets in the constellation of my creative path. Music, after all, has the sacred power to produce reverberations and connections. It travels beyond the borders, reconnecting the fragility to the infinity.” A new path in fashion that leaves behind the paraphernalia of leitmotifs that colonized our prior world, according to @alessandro_michele in ‘The Sacred Power of Producing Reverberations’, his diary entry for May 3, 2020. #AlessandroMichele Read his diary through link in bio.
A post shared by Gucci (@gucci) on
It comes not long after Saint Laurent announced in April it would break with the conventional fashion calendar, choosing not to take part in Paris Fashion Week or any of the industry’s subsequent shows for the rest of the year..
“Saint Laurent has decided to take control of its pace and reshape its schedule,” the company said in a statement.
“Now more than ever, the brand will lead its own rhythm, legitimating the value of time and connecting with people globally by getting closer to them in their own space and lives.”
“Saint Laurent will take ownership of its calendar and launch its collections following a plan conceived with an up-to-date perspective, driven by creativity.”