models line up for Gucci ss20 runway
Highsnobiety / Eva Al Desnudo

Gucci is breaking with the conventional fashion calendar and has announced that it will go seasonless, scaling back to show twice a year.

The brand’s creative director Alessandro Michele made the announcement in a diary entry posted to Gucci’s Instagram. “I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call,” the designer wrote. “We will meet just twice a year, to share the chapters of a new story. Irregular, joyful and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes and communication platforms.”

The Kering-owned megabrand is the second luxury brand, after Saint Laurent, to hint at wider changes in the fashion industry as a result of the Covid-19 pandemic. Gucci’s decision throws significant weight behind the push for a change to fashion’s traditional system of developing and showing collections.

Gucci is planning a virtual press conference for Monday, where it will share more information about its decision.

Earlier this month, a group fronted by Dries Van Noten published an open letter, calling for a transformation of the fashion industry. And in late April, Gucci stablemate Saint Laurent already announced it was going to  skip Paris Fashion Week in September to reevaluate its fashion calendar.

Words by Sarah Osei
Staff Writer