Gucci creative director Alessandro Michele revealed on Instagram that in the light of Covid-19 the fashion brand will “abandon the worn-out ritual of seasonalities and shows to regain a new cadence.” Instead of the traditional fashion calendar of “cruise, pre-fall, spring/summer, autumn/winter,” Michele says, “We will meet just twice a year, to share the chapters of a new story. Irregular, joyful and absolutely free chapters.”
Major brands conventionally follow a hectic schedule of separate men's and women's runway events at seasons during fashion weeks in New York, Paris, London and Milan. But the corona virus pandemic has intensified concerns about the environmental and economic sustainability of the jet-setting schedule and the cycles of consumption it encourages. He said his new strategy emerged while confined to his home during lockdown.
Despite increasing calls for industry-wide change, conglomerate-owned brands, such as those under LVMH Moët Hennessy Louis Vuitton, as well as individual titans like Chanel – all of which depend on a high-volume turnover of apparel and accessories to generate multi-billion dollar revenues each year – have been hesitant to jump on the bandwagon.