The luxury brand Gucci has announced a decision to abandon the traditional fashion calendar and intends to organize shows of its collections only twice a year, without reference to the seasons. This was announced by brand creative director Alessandro Michele on the official Gucci page on the social network Instagram.
“I will abandon the outdated ritual of seasonality and shows in order to find a new pace, closer to my own feeling,” the designer said. Gucci will reduce the number of impressions per year from five to two. The brand refuses to demonstrate cruise collections. Gucci is about to present its cruise collection for the last time during the Digital Fashion Week in Milan in September.
This statement follows a similar statement by Saint Laurent, also owned by Kering. Saint Laurent refused to attend Paris Fashion Week in June, after announcing that London and Milan Fashion Weeks will also become digital. Saint Laurent, as well as Gucci, is going to set its own show schedule.
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