Gucci and Saint Laurent are leaving the traditional fashion calendar behind. The two luxury fashion houses are seeking radical change by shunting the four times a year show schedule in favor of something less hectic.
On May 24 Gucci announced that it will discontinue seasonal collections and shows by releasing several memoirs from Alessandro Michele’s Instagram posts dubbed ‘Notes from the Silence’.
‘Now we know that too furious was our doing, too insidious was our ride…This is why I decided to build a new path… away from deadlines that the industry consolidated…and an excessive performativity that today really has no raison d’etre. 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.’ Michele wrote in an entry from May 2.
In a virtual press conference broadcast from his Rome studio, Michele elaborated on his written notes that from the current five shows the Italian house will now have two co-ed collections shows in the autumn and the spring.
Saint Laurent for its part had announced last month the cancellation of its spring ’21 runway show scheduled during Paris Fashion Week following on the heels of the Coronavirus pandemic. ‘Saint Laurent will take ownership of its calendar and launch its collections following a plan conceived with an up-to-date perspective, driven by creativity. Now more than ever, the brand will lead its own rhythm, legitimating the value of time and connecting with people globally by getting closer to them in their own space and lives,’ the French luxury fashion house said in a statement.
The move by Gucci and Saint Laurent to ‘Rewire’ the traditional fashion schedule is a pragmatic one. The question of when we’ll see more Fashion houses respond to the clarion call remains to be seen.