Gucci Calls the Fashion Schedule "Worn Out" and Decides on Seasonless Shows Twice a Year
It's no secret that the coronavirus (COVID-19) is the push the fashion industry needed to clean up its act. Now that everything from garment supply chains to performative fashion shows are in desperate need of restructuring, who will be the voices of fashion's future? Gucci's Alessandro Michele is one person leading that conversation and thinks the annual seven-season fashion show schedule is "worn out" — we couldn't agree more.
Following Gucci's virtual press conference on Sunday 24 May, creative director Alessandro Michele took to Instagram to elaborate on how the brand is embracing a more sustainable fashion show schedule. "I will abandon the worn out rituals of seasonalities and show to regain a new cadence, closer to my expressive call," Michele muses in a poetic Instagram carousel captioned Diario. "We will meet just twice a year, to share the chapters of a new story. Irregular, joyful and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes, and communication platforms. And beyond. 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. Labels of an impersonal discourse that lost its meaning."
Ahead, Alessandro Michele's full thoughts on the future of fashion's show schedule.