Gucci Goes Seasonless


Milan Fashion Week AW20/21
Milan Fashion Week AW20/21 Gucci

Gucci is going seasonless and will start showing its lines just twice per year.

In a diary post to the Italian fashion house’s Instagram, designer Alessandro Michele said he has decided to “build a new path, away from deadlines that the industry consolidated”.

“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call,” said Michele.

“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. And beyond.

“I would like to leave behind the paraphernalia of leitmotifs that colonised our prior world: cruise, pre-fall, spring-summer, fall-winter.

“I think these are stale and underfed words. Labels of an impersonal discourse that lost its meaning. Containers that progressively detached themselves from the life that generated them, losing touch with reality.”

It comes not long after Saint Laurent announced in April it would break with the conventional fashion calendar, choosing not to take part in Paris Fashion Week or any of the industry’s subsequent shows for the rest of the year..

“Saint Laurent has decided to take control of its pace and reshape its schedule,” the company said in a statement.

“Now more than ever, the brand will lead its own rhythm, legitimating the value of time and connecting with people globally by getting closer to them in their own space and lives.”

“Saint Laurent will take ownership of its calendar and launch its collections following a plan conceived with an up-to-date perspective, driven by creativity.”


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