Thanks to COVID-19, Gucci to go 'season-less' and inculcate major changes in its showcase schedule


Covid-19 has struck a lot of high-street labels with grave issues like financial instability and drooping sales. While some labels have filed for bankruptcy and plunging sales, some are taking matters in their own hands and reforming their fashion calenders. 

In a series of snippets released on Instagram, Gucci's creative director Alessandro Michele announced that the label will go 'season-less' and will showcase only twice a year. 



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“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." Alessandro stated in one of the posts. 

The fashion maven is known to break stereotypes, leave the herds and pave a path of his own in his unique ways. He further continued, "It’s a foundational act, audacious but necessary, that aims at building a new creative universe...In this renewed awareness, I feel the need of a different time, released from other-imposed deadlines that risk to humiliate creativity." 



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Aside from Gucci, Saint Laurent also announced in April that they will not be adhering to a fixed fashion calendar for the rest of the year, at least. With the lasting consequences of the pandemic and the importance of sustainability in the industry, we believe a lot of labels might follow suit soon. 

What are your thoughts? 


(SOURCE: Business of fashion)