Gucci is going seasonless and will start showing its lines just twice per year.
In a diary post to the Italian fashion houseâ€™s Instagram, designer Alessandro Michele said he has decided to â€śbuild a new path, away from deadlines that the industry consolidatedâ€ť.
â€śI will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call,â€ť said Michele.
â€śWe 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.
â€śI 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.â€ť
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 industryâ€™s subsequent shows for the rest of the year..
â€śSaint Laurent has decided to take control of its pace and reshape its schedule,â€ť the company said in a statement.
â€śNow 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.â€ť
â€śSaint Laurent will take ownership of its calendar and launch its collections following a plan conceived with an up-to-date perspective, driven by creativity.â€ť