Gucci Goes Seasonless and Will Now Have Two Shows Per Year

The Covid-19 pandemic is affecting the worldwide fashion industry, prompting brands big and small to take a step back and revaluate the way things are done. It has changed the way many designers think about how they manufacture clothes, conduct fashion week, and even the long-established tradition of seasonality. Leading the charge is fashion giant Gucci, going seasonless and scaling back the rhythm of its fashion shows to twice per 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 diary entry posted to Gucci’s Instagram.

 

 

 

 

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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 May 23, 2020 at 11:20am PDT

In recent years, Gucci has been known to reinvent a wholly modern approach to fashion. Under the new vision of creative director Alessandro Michele, they have redefined luxury for the 21st century, further reinforcing its position as one of the world's most desirable fashion houses. The traditional system followed by fashion weeks and the fashion industry — conceived for a pre-internet, pre-global era — that has long governed the industry’s approach to developing, showing, delivering and discounting collections, is headed towards a change . Gucci’s move throws the weight of a megabrand behind the drive to rewire the fashion industry. Saint Laurent, which is also owned by French conglomerate Kering, has announced its intention to skip Paris Fashion Week this September and reshape its schedule for showing collections for the rest of the year.

The global pandemic has definitely had a huge impact on the industry, and the economy at large. And then, there is the issue of climate change and global warming to be considered, leading to a movement in the fashion industry to adopt more sustainable production practices. With Gucci boldly taking this step very firmly in a direction that seems to be the need of the hour,  It won't be too big a surprise if other major fashion houses decide to follow suit.