Fashion powerhouse Gucci is saying goodbye to seasonal fashion shows as it cuts its catwalk presence from five to two per year.
The Italian luxury label hosted a virtual press conference from Rome, where the brand's creative director, Alessandro Michele, made the announcement.
The high-profile fashion house will carve a new path, leaving the traditional calendar behind. The Italian creative director said he would no longer adhere to a schedule centred around spring / summer, autumn / winter, cruise and pre-fall shows.
Two shows would be enough, said Michele.
"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," wrote the fashion director on Gucci's social media.
The future of fashion looks like it could be changing as designers step away from the well-trodden catwalks showcasing collections four times a year. As the world embraces a new normal, the appeal of jetting fashionistas to global capitals around the world to sit shoulder-to-shoulder around busy runways is losing its appeal.
The coronavirus lockdown, which has hit luxury fashion houses hard, has also given brands pause to rethink the pace of fashion.
A change of pace
Gucci isn't the only fashion label to step away from the traditional fashion calendar set up.
Saint Laurent is also seeking a change when it comes to the industry. The fashion label said last month it planned to take control of the fashion schedule in light of current circumstances.