Gucci is the latest fashion brand to announce that it’s going seasonless


A welcome change.

Gucci is the latest fashion brand to announce that it is going seasonless and breaking with the conventional fashion calendar, instead opting to show twice a year from now on.

Alessandro Michele, Gucci’s renowned creative director, announced the move in a poetic-sounding diary entry that was posted to Gucci’s Instagram. “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 wrote.

The brand is holding a virtual press conference with select journalists today, where more information about its decision will be shared.


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5/6 • “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.” A new path in fashion that leaves behind the paraphernalia of leitmotifs that colonized our prior world, according to @alessandro_michele in ‘The Sacred Power of Producing Reverberations’, his diary entry for May 3, 2020. #AlessandroMichele Read his diary through link in bio.

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Gucci is the second luxury brand to announce changes that are seemingly influenced by COVID-19 and the impact it is having on the fashion industry – Saint Laurent recently announced that it would not be presenting any of its collections in the preset schedules of 2020. Alongside this, earlier this month the Rewiring Fashion initiative saw fashion industry leaders around the world join forces and call on brands to help them rewire the entire fashion industry.


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