In news that will send shockwaves through the luxury fashion industry, the Gucci powerhouse has announced that it is finally moving away from the seasonal calendar, slashing from five to two shows a year.

While this announcement follows a similar pattern we’ve seen at numerous other fashion labels lately, the inclusion of Gucci as one of the most famous and lucrative fashion houses in the world is particularly significant given its huge influence.

Alessandro Michele, Creative Director of the Italian fashion brand, announced this over the weekend with a series of personal diary entries on Gucci’s Instagram account. The designer also held a virtual press conference from Rome where he said about the current spring / summer and autumn / winter system: “I think these are stale and malnourished words, clothes should last longer than they do ascribe these words. “

He added, “So much outrageous greed has made us lose harmony and caring, connection and belonging.”

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Gucci usually hosts five shows a year, but only two collections will be presented in the future, and both will be seasonless. These changes are expected to take effect immediately, meaning the brand is unlikely to be showing anything in September, when the 2021 Spring / Summer shows were scheduled. Many of these shows are likely to be postponed, canceled, or turned into virtual offers due to the coronavirus pandemic.

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Gucci’s announcement follows news in mid-May that a number of key designers (including Dries van Noten, Erdem Moralioglu, Gabriela Hearst, Joseph Altuzarra, Tory Burch, Craig Green and the designers behind Proenza Schouler) have signed an open letter, in which they have a clear plan for transforming the industry. This included a change in the seasonal calendar and a reduction in sales.

“Move the fall / winter season back to winter (August / January) and the spring / summer season back to summer (February / July),” the letter said. “Create a more balanced flow of supplies during the season to create something new, but also time for products that arouse desire. Finally, discounts at the end of the season to allow more full-price sales – January for autumn / winter and July for spring / summer. “

And just this weekend, the British Fashion Council and the Council of Fashion Designers of America joined forces on a joint manifesto calling on designers and companies to “reset and rethink” their current business models. In it, he stressed that brands should not have more than two main collections per year, but encouraged them to appear on the fashion calendar in one of the global fashion capitals “to avoid the burden of constantly traveling buyers and journalists”.

Previously, Saint Laurent announced that it would take its pace into its own hands and create its own calendar, which is no longer on the Paris Fashion Week schedule, and that its collections would be “according to a plan conceived with an up-to-date plan” Bringing to the market is perspective driven by creativity “.

These changes, which are being adopted by major fashion brands, are strong indicators of what the traditional fashion week might look like anytime soon. Many have argued that the calendar needed a revision for a long time, but all changes in the system have now been accelerated by the coronavirus pandemic that resulted in traditional shows being postponed or canceled. Retail has also suffered badly from the Covid-19 outbreak, which has forced many key figures to sit back and find a new way to make it happen.

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