Alessandro Michele, artistic director of Gucci, has announced that the Italian brand will ignore the "stale" deadlines of the fashion calendar, holding shows only twice a year instead to reduce waste.
He explains Gucci will abandon the traditional fashion rota of staging five shows a year under the cruise, pre-fall, spring-summer and fall-winter seasonal labels. Instead, on its own terms, the fashion brand will be presenting shows regularly only twice a year.
"Two appointments per year is more than enough to allow time for creative thinking and to give this system more time," Michele said on Monday 25 May at a virtual press conference broadcast from his Rome studio.
The decision, he says, comes in the light of the Covid-19 pandemic which led him to rethink the sense of his actions and to change a lot of things in the way he worked.
"Our history is littered with crises that did nothing to teach us," Michele announced. "With economic collapses and social devastations which have been tackled by imposing the same recipes they originated from."
"This present, therefore, encourages us to have additional responsibilities. This situation has somehow amplified such transformative urgency that can no longer be delayed. I will abandon the worn-out seasonal ritual."
The Italian brand has no plans to arrange a show in September – when Milan Fashion Week would usually showcase their new collection.
"It's an audacious but necessary foundational act that aims to build a new creative universe," he says. "A universe that becomes necessary in the subtraction of events and oxygenates by the multiplication of words."
In response to the coronavirus pandemic, the news of Gucci comes at a time when fashion weeks across the globe are starting to move into digital formats.
Saint Laurent have recently announced they are going to stick to a similar schedule. Waiting for the official statements from big brands such as Rick Owens, Mugler, Courreges, Victoria Beckham. Will keep you updated.