Gucci Goes “Seasonless”

 Gucci has announced that it will go so-called seasonless, skipping the carousel of the 5 various shows that happen throughout the year in the big four cities: Paris, New York, Milan, and London, opting to showcase at just 2. 

In a diary entry styled Instagram post published last month, Alessandro Michele, the creative director of Gucci, cryptically wrote:


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Since then, Michele has held a virtual press conference to divulge more information about his brands pivot of direction.

“Two appointments a year are more than enough to give time to form a creative thought, and to give more time to this system,” Michele stated during his broadcast from his Rome studio.

The decision, he says, comes in light of the Covid-19 pandemic, which has led him to rethink “the meaning of [his] actions” and “change a lot of things in the way [he] work[s]”.

The announcement of a so-called seasonless Gucci also comes alongside the news of the brand having no plans to be a part of the upcoming fashion show in September – which is when it would typically showcase its latest collection as part of Milan Fashion Week.

“It’s a foundational act, audacious but necessary, that aims at building a new creative universe,” Michele continues on to say. “A universe that essentialises itself in the subtraction of events and that oxygenates through the multiplication of sense.”

And while Michele sincerely hopes that other designers will quickly join him in his change of pace and approach towards fashion and it’s industry, he strives ultimately to create a future that “contains the hug that today we cannot give each other”.

But, Gucci isn’t the first or only brand to pull out of an upcoming fashion show. Yves Saint Laurent have announced their departure from any and all upcoming fashion shows, using the current Covid-19 pandemic as a time to rethink it’s output.

YSL captioned their instagram announcement post with:

“Conscious of the current circumstance and its waves of radical change, Saint Laurent has decided to take control of its pace and reshape its schedule. 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. With this strategy firmly in place, Saint Laurent will not present its collections in any of the pre-set schedules of 2020. 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.”


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 This comes as more and more consumers seek ways to shop sustainably. Research by the Fashion Retail Academy showed that the number of consumers who actively embrace fast fashion has dropped by 46.2% in the past year, and more people are choosing to buy long-lasting clothes over fashionable items.

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