GUCCI LEAVES FASHION SEASONS BEHIND
On Sunday, Gucci's Alessandro Michele announced that the brand was no longer participating in the seasonal calendar, that has enslaved the fashion industry for decades.
“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call - we will meet just twice a year, to share the chapters of a new story." Michele said virtually but, with pronounced elegance through a Diary excerpt on Gucci's Instagram page, titled "Notes from the Silence."
It brings a sense of overwhelming peace to imagine Michele writing out these thoughtfully curated words during quarantine, in the heart of Italy. Carefully and creatively expressing each thought at his apartment in Rome. A modern day poet, passionate about rewriting what our future holds.
The announcement of Gucci leaving the historical fashion calendar behind, took the industry by storm. Suddenly, fashion lovers around the world were connected again - brought together by Alessandro Michele and a passion for change. A virtual press conference was held on Monday, May 25th with a select number of journalists, all eager to learn more about what will happen to the 16 Billion dollar brand.
“Our reckless actions have burned the house we live in. We conceived of ourselves as separated from nature, we felt cunning and almighty… So much haughtiness made us lose our sisterhood with the butterflies, the flowers, the trees and the roots. So much outrageous greed made us lose the harmony and the care, the connection and the belonging.”
Michele also took time to reflect on the fashion industry's issues with consumption, production and the negative impact it has had on the environment. Producing mass amounts of garments has lead the fashion industry to become the second largest polluting cause in the world. One of the most damaging environmental impacts associated directly with fashion is the amount of waste that ends up in land fills annually. Although it is unclear if other luxury high end brands will follow in Gucci, Dries Van Noten and Yves Saint Laurent's footsteps in slowing down collections and runway shows, it's evident the fashion world is on the brink of change.
Not confining to the ancient fashion calendar doesn't mean that Gucci won't find a way to celebrate their relentless creativity and imagination. Their last Cruise show was set to present in San Francisco, but will now be offered digitally. The show appropriately titled, Epilogue is set to showcase on July 17th - the last day of Milan's swiftly assembled Digital Fashion Week. Epilogue will be a runway show directly correlated to the end of a best-selling book, but this is only the beginning for Gucci and Alessandro Michele.