Due to the sharp decline in interest in fashion in the midst of a pandemic, the company will abandon the traditional show calendar and switch to an off-season schedule.
The coronavirus pandemic has taken the luxury industry by storm, forcing luxury brands to rethink their strategies for the future. And actions Gucci aimed precisely at adjusting to the new realities. As Gucci creative director Alessandro Michele said, the brand will "abandon the worn-out ritual of seasonality" to take on a new pace.
According to him, fashion shows will take place twice a year. And these will be irregular "joyful and free" meetings. And no more mandatory spring-summer, autumn-winter shows. It's time for change.
Alessandro is putting everything in a rosy light, but all these actions seem to be related to the problems that the coronavirus has created for the entire fashion world. The pandemic has had a devastating impact on the luxury industry, forcing brands around the world to close stores and cancel shows.
Earlier, Vogue Editor-in-Chief Anna Wintour commented on the impact of the pandemic in a recent interview with CNBC, saying it gives the industry a chance to reflect. According to her, it is necessary to rethink what fashion is, to reduce production volumes, but at the same time produce really creative things. Fashion should be emotional and meaningful, which simply cannot be with the trends towards constant updates.
Meanwhile, consumers themselves do not want to constantly update their things. Representatives Generation Z even before the start of the pandemic, they created a trend away from the principles of "fast" fashion in favor of more durable things. Well, the crisis that began all over the world only confirmed the correctness of this approach. And all this could mean that the fashion industry as it is now is over.