Gucci sets to go seasonless with only 2 shows a year
The announcement by creative director Alessandro Michele dropped Instagram with a claim to "to regain a new cadence, closer to my expressive call".
Will Gucci no longer host its many extravagant shows? Or will there be a new way of presenting its collections? fashion shows or presentations?
Right now what is certain is that Gucci will only meet its audience twice a year, according to the surprise announcement by creative director Alessandro Michele, on a diary-like entry on the brand's official Instagram.
This announcement comes in the wake of the declarations by Giorgio Armani, the petition helmed by Dries Van Noten and the Business Of Fashion's initiative to rewire the system, which is all kickstarted to promote a recalibration of the fashion system with a slower pace; a revision of the seasons; the presence in the store and presentation methods.
Here's an excerpt by Alessandro Michele:
“That is why I decided to build a new path, away from deadlines that the industry consolidated and, above all, away from an excessive performativity that today really has no raison d’être. It’s a foundational act, audacious but necessary, that aims at building a new creative universe. A universe that essentialises itself in the subtraction of events and that oxygenates through the multiplication of sense.”
“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.”