Not so long ago, we talked about how the fashion industry would change due to the ongoing coronavirus pandemic, and these changes are fast happening. Italian fashion house Gucci has already set the ball rolling by changing their catwalk schedule to twice a year.
Creative director Alessandro Michele has revealed that the COVID-19 lockdown has made him reevaluate how the Italian fashion house operates and one of the first major changes he has decided to make is to cut back on how often Gucci holds shows and its catwalk schedule will be reduced to twice a year. We can’t help but wonder how runway models will be impacted by this major change.
“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.
-Alessandro Michele, Creative Director, Gucci
According to Vogue, Gucci is the second luxury brand, after Saint Laurent, to hint at wider changes to how they market and sell fashion.
In a series of Instagram posts shared on Gucci’s Instagram, Alessandro wrote:
“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. Irregular, joyful, and absolutely free chapters, which will be written blending rules and genres. Feeding on new spaces, linguistic codes, and communication platforms.
…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.”
A new future awaits runway culture
“I believe that we can build our tomorrow also starting from a renewed capacity of the denomination. Here comes the desire to baptize our new encounters by naming them after a language that has marvelously ancient roots: classical music language. Accordingly, there will be symphonies, rhapsodies, madrigals, nocturnes, overtures, concerts, and minuets in the constellation of my creative path. Music, after all, has the sacred power to produce reverberations and connections. It travels beyond the borders, reconnecting the fragility to the infinity (sic).”
The Council of Fashion Designers of America and the British Fashion Council have publicly called for a “slower pace” and called out excessive production and deliveries. Instead, they suggest producing fewer products that are more creative and of higher quality. They also call for a shift in cadence, so deliveries align more closely to when consumers need them.
Read the full article on Vogue.
Photo credit: Vogue
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