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Gucci announces plans to go seasonless and scale back fashion shows

Tom Shearsmith
26 May 2020

Gucci has confirmed plans to go seasonless, with the target of scaling back the rhythm of its fashion shows to twice per year.

After the BFC and the CFDA released a joint statement last week calling for the industry to take a slower approach moving forward after the world of fashion resumes once more, Gucci Creative Director Alessandro Michele then shared his own concerns in a virtual press conference broadcast from his Rome studio.

Going forward, Gucci will swap its traditional five shows for just two annual “seasonless” collections.

Michele published excerpts from his personal isolation journals from over the past few months on Gucci’s Instagram over the weekend, revealing his decision.

“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call. 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.”

He then added, “I would like to leave behind the paraphernalia of leitmotifs that colonised 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. Containers that progressively detached themselves from the life that generated them, losing touch with reality.”

The decision comes as a response to the effects of the coronavirus pandemic, which “represents a fundamental test” for the industry.

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