The Kering-owned Italian megabrand joins stablemate Saint Laurent in breaking with the conventional fashion calendar.
MILAN, Italy — Gucci is going seasonless and scaling back by producing fashion shows only twice per year.
“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call,” said designer Alessandro Michele in a diary entry posted to Gucci’s Instagram.
“We will meet just twice a year,” the entry continues, “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.”
Gucci is planning a virtual press conference with select media on Monday.
According to Business of Fashion: Gucci’s decision throws significant weight behind a growing chorus of labels, big and small, that have been pushing for significant changes to fashion’s traditional system of developing, showing, delivering and discounting collections.