Since last two months, two luxury brands have announced of not following the upcoming fashion week schedule. The first brand to announce the news was Saint Laurent followed by Ralph Lauren. Now, the third brand to join the group is Gucci.
Gucci’s creative director Alessandro Michele announced in a virtual press conference that the Italian luxury brand was reducing the number of fashion shows it holds each year from five to two.
Michele wrote in a diary entry posted by the brand’s Instagram account. Take a look at it below.
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6/6 • A line of @alessandro_michele’s diary, ‘In the Throes of What is Missing’ written on May 16, 2020: “Now that we are still apart, my love for fashion burns. Our species, after all, is like that: we love like crazy in the throes of what is missing.” Read #AlessandroMichele’s diary entries from the past few months through link in bio.
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“I think these are stale and underfed words … clothes should have a longer life than that which these words attribute to them,” Michele said in a statement, reported by The Guardian. From now on wards, the brand will show “seasonless” collections twice a year. There are no plans for a Spring Summer show in September, where the luxury brand is normally a part of Milan fashion week.
The ongoing cornavirus pandemic has caused majority of the fashion brands to close the stores, resulting into a huge impact over the sales of the first quarter.