File photo of a Gucci store Photograph:( Reuters )
Gucci will now showcase “seasonless” collections twice a year.
In a move that can be termed as a game-changer in the fashion industry, Gucci has decided to cut the number of fashion shows it holds each year from five to two. The creative head of the luxury brand Alessandro Michele said that the concept of fashion week is over and that the brand will no longer adhere to the fashion week calendar.
Michele termed the fashion week as 'obsolete' which speaking at a virtual press conference on Sunday from his Rome studio. The brand will no longer adhere to a rota staked out by spring/summer, autumn/winter, cruise and pre-fall shows.
“I think these are stale and underfed words … clothes should have a longer life than that which these words attribute to them,” he said.
The brand, instead, will showcase “seasonless” collections twice a year. The last show was held in February this year and there are no plans for a show in September when the Gucci collection would normally be staged as a key part of Milan fashion week.
The carousel of international fashion shows has been halted owing to the outbreak of the pandemic. There is no surety as to when the events will again begin.
Pointing out the issue of sustainability, Michele wrote, “Above all, we understand we went way too far. Our reckless actions have burned the house we live in. We conceived of ourselves as separated from nature, we felt cunning and almighty.”
“So much haughtiness made us lose our sisterhood with the butterflies, the flowers, the trees and the roots. So much outrageous greed made us lose the harmony and the care, the connection and the belonging.”
The move is being termed as bold and a game-changer as Gucci is one of the most powerful brans in Italy to have openly talked about sustainability, less wasteful fashion system.