Gucci goes seasonless: luxury label announces it will host just two shows per year

The Italian fashion label cuts its runway shows from five to two per year as the world of fashion re-evaluates

(FILES) In this file photo taken on February 19, 2020 Models present creations for Gucci's Women Fall - Winter 2020 collection in Milan. Gucci Artistic Director Alessandro Michele has announced on May 24, 2020 on his Instagram account, that he will now choose his own tempo to present his collections and runway shows, not wanting to give in to the frantic pace of fashion, a desire already expressed by several major fashion houses. / AFP / MIGUEL MEDINA
Hayley Skirka
May 26, 2020
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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.

FILE - In this Wednesday, Feb. 19, 2020 file photo, Designer Alessandro Michele walks out at the end of Gucci's Fall/Winter 2020/2021 collection, presented in Milan, Italy. Gucci and St. Laurent are two of the highest profile luxury fashion houses to announce they will leave the fashion calendar behind, with its relentless four-times-a-year rhythm, shuttling cadres of fashionistas between global capitals where they squeeze shoulder-to-shoulder around runways for 15 breathless minutes. (AP Photo/Luca Bruno, File)

Designer Alessandro Michele walks out at the end of Gucci's Fall/Winter 2020/2021 collection, presented in Milan, Italy. (AP Photo/Luca Bruno, File)

Two shows would be enough, said Michele.

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"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

FILE - In this Feb.25, 2020 file photo, model Kaia Gerber leads other models as they wear creations for the Saint Laurent fashion collection during Women's fashion week Fall/Winter 2020/21 presented in Paris. Gucci and St. Laurent are two of the highest profile fashion houses to announce they will leave the fashion calendar behind, with its relentless four-times a year rhythm, shuttling cadres of fashionistas to global capitals where they squeeze shoulder-to-shoulder around runways for 15 breathless minutes. The coronavirus lockdown -- which has hit luxury fashion houses on their bottom lines -- has also given pause to rethink the pace of fashion. (Photo by Vianney Le Caer/Invision/AP, File)

Gucci and Saint Laurent are two of the high-profile fashion houses to announce they will leave the fashion calendar behind. AP

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.

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