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Gucci to Go Seasonless, Show Twice Per Year

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The Kering-owned Italian megabrand joins stablemate Saint Laurent in breaking with the conventional fashion calendar.

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.

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