La pandemic also changes the fashion world. These days the historic and well-known brand Gucci has announced surprising innovations that aim to revolutionize the sector. On the house's Instagram profile Alessandro Michele, the designer who has been at the helm of the creative direction since 2015, confirms that it will no longer be conceivable to set up five fashion shows a year. At the basis of the choice, the desire to break away from a now unsustainable production rate, the limits of which were exposed during the Coronavirus emergency.
"In my tomorrow I will abandon the tired ritual of seasonality and shows to regain possession of a new scan of time, more in keeping with my expressive need"Writes Michele, and specifies:"We will only meet twice a year to share the chapters of a new story. It will be irregular, impertinent and profoundly free chapters. They will be written mixing rules and genres. They will feed on new spaces, linguistic codes and communication platforms. "
Reflections that emerge from Notes from silence, notes written by the creative director during the solitude of the lockdown. Thoughts on the tyranny of time and the need to revolutionize the entire fashion system to adapt it to the new needs imposed by the emergency. Each expresses the desire to slow down to make the creative energies flow better.
Organizing five shows a year is no longer acceptable for Michele who also intends to detach himself from acronym that for a long time cool the world of fashion: cruise, pre-fall, spring-summer, fall-winter. Stale and undernourished words, according to Michele, without personality and meaning. His intention is to replace them with something that restores the soul of creativity. Words to borrow from music: symphonies, rhapsodies, madrigals, nocturnes, overtures, concerts, minuets.
Michele expects to be organized only two appointments a year. While one will remain available on the brand's website space MX which will host part of the collection genderless. In July, again in the virtual space, the event that will no longer be called will be announced cruise ma epilogueand an story that will not be narrated by professional models but by the guys on his team of which he says he is extremely proud.
Gucci therefore designs a future in which time and above all people are valued. Two appointments a year in which - Michele assures - you will see "all the human you can imagine."
No more frantic races to organize the next show at the risk of dispersing energy. Humanity and creative sharing, the watchwords. Thoughts that are echoed in the statements of Giorgio Armani that already at the beginning of the pandemic had expressed its intention to slow down the pace of work to return to give breath to the creative process. Idea shared by Dries FROM Nuts who signs together with colleagues a declaration of intent in favor of a clear change of gear.
Michele concludes: "If the need to slow down has been felt a bit by everyone, you have to start somewhere and I don't think it's trivial. I would like someone to feel like doing it with us. Also to restore value to everything that we have taken for granted in the past: to the seasons, with autumn and spring as the backbone of the two shows, and to clothes. "
