Gucci abandons ‘worn-out ritual’ of fashion seasons


Gucci’s creative director Alessandro Michele has announced that the brand is permanently abandoning the traditional fashion calendar as the industry rethinks how it operates in the light of Covid-19.

By desegregating menswear and womenswear, and shunning mid-season collections, the Italian luxury label will reduce the number of yearly shows it stages from five to two.
In a series of diary entries titled “Notes from the Silence,” posted to Michele’s Instagram account Sunday, the designer said he intended to “abandon the worn-out ritual of seasonalities and shows” in order to “regain a new cadence.”

“We will meet just twice a year, to share the chapters of a new story,” he wrote, adding: “I would like to leave behind the paraphernalia of leitmotifs that colonized our prior world: cruise, pre-fall, spring-summer, fall-winter. I think these are stale and underfed words.”

Major brands have conventionally followed a hectic schedule of separate men’s and women’s runway events at Fall-Winter and Spring-Summer fashion weeks in New York, Paris, London and Milan. Many also stage additional one-off “cruise” and pre-fall shows.

But the coronavirus pandemic has intensified existing concerns about the environmental and economic sustainability of the jet-setting schedule — and the cycles of consumption it encourages.

Read more…