Gucci Hits Reset on the Standard Fashion Calendar

Fashion

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From the start of the coronavirus pandemic, the fashion industry has faced its troubles. Store closures, legacy brands filing for bankruptcy, and as of late, fashion houses postponing or canceling upcoming fashion shows. Gucci is the latest house to switch up its Fashion Week strategy announcing that it will only show two times year instead of its usual five shows.

Over the weekend, Gucci’s Alessandro Michele took to the brand’s official Instagram page to share six letters from his diary titled Notes from the Silence, a collection of entries written from March 29 up until May 16 detailing his recent discoveries and plans for the Gucci future. Spanning 18 Instagram posts, Michele explained in one post that he has decided to opt out of the “worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call.”

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He added that “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.” On Monday, May 25, Michele called a meeting to further expound upon his notes, adding that terms like “cruise” and “pre-fall” don’t stimulate his creativity and introduced a new term into the fray—Epilogue, which serves as the title of Gucci’s upcoming collection debuting on July 17 during Milan Digital Fashion Week, per WWD.

The news comes nearly a month after Saint Laurent announced it will no longer follow the set 2020 fashion calendar and will sit out Paris Fashion Week as the pandemic has stunted production. Following suit, Michele plans to only show in the fall and spring, and announced that he will launch a designated shopping section on gucci.com for customers who identify as gender-fluid titled Gucci MX.

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