Due to the sharp decline in interest in fashion in the midst of the pandemic, the company is abandoning the traditional calendar of shows and moving to an off-season schedule.
The Coronavirus Pandemic literally steamrolled through the luxury industry, forcing luxury brands to rethink their strategies for the future. And Gucci's actions are aimed precisely at adapting to these new realities. According to Alessandro Michel, creative director of Gucci, the brand "will abandon the worn-out ritual of seasonality" to take a new pace.
According to him, fashion shows will take place twice a year. And it will be irregular "joyful and free" meetings. And no more mandatory shows in spring-summer, autumn-winter. It's time for a change.
Alessandro exhibits everything in rainbow light, but his actions seem to be related to the problems that the coronavirus has created for the fashion world. The pandemic has had a devastating effect on the luxury industry, forcing brands to close stores around the world and cancel shows.
Earlier, Vogue editor-in-chief Anna Wintour commented on the impact of the pandemic in a recent interview with CNBC, saying that it gives the industry an opportunity to think about what it can do to prevent it. She says it's necessary to rethink what fashion is, to reduce production volumes, but to produce really creative things. Fashion must be emotional and meaningful, which is simply not possible with trends of constant renewal.
In the meantime, consumers themselves do not want to be constantly updating their products with new information. Even before the beginning of the pandemic, the members of Generation Z had developed a tendency to move away from the principles of "fast" fashion towards more durable items. Well, the crisis that has begun all over the world has only confirmed the correctness of this approach. And all this could mean that the fashion industry as it is now is over.