Gucci to Go Seasonless, Will Only Show Twice a Year

Great. If the cash-cow of the group does it, everybody will follow.
Now, there’s a need for more organization because showing « when you want » is not really fair to others when you are Gucci.
But they are already building the foundation of a new calendar.

Let’s hope that Michele has also used this time to reflect on his aesthetic...

 

I wouldn't attach much value to what Alessandro Michele is saying, because he seems to be on the way down, his popularity is waning.
First see than believe.

 

Reminds me of the fable about the fox and the grapes.

 

Isn't everything he does now season-less? I mean really, It's just one big show continuing season after season. Once clown style goes out of fashion he'll be out of the job.

 

I totally understand 2 times a year instead of 4 but it logistically really just makes a lot more sense for everyone to show at one time. I think this is the end of models making money!

 

Or at least bad models anyways, casting directors need to actually cast better for shows (looking at you Gucci + Balenciaga)

 

It´s a great step for improvement of this nonsensical industry.

However, he could present any of his old collections as a new one. We all know no one is going to notice it; and it would be more eco-friendly (they would have a new chance to get rid of all the stock of unsold clothes).

 

Unless Michele changes his visual vocabulary it is enough for him to show twice a year. It’s not a drastic makeover per season anyway. Several big brands seem to follow a visual narrative either way that lasts more than a year with just little tweaks. Except for Alessandro there’s Celine and whatever MGC is doing at Dior that don’t need many shows anyway with the repetitive bore they’re churning out. It’s definitely excessive. I hope designers and corporations will make this an opportunity to be more creative.

I’m more concerned with how will this affect the modeling industry.

 

Why would it be the end of models making money? There are enough brands for models to work and it’s not like Gucci is working with well known models.

If collections sits longer in the stores, maybe there will be a new economy for the campaigns. That’s maybe an opportunity to have 2 campaigns for a season, using different stylists to challenge and change the perception of a collection...

But Michele’s shows for like 3 years, have felt like an endless parade of stuff. And let’s be honest, Michele has his fair amount of responsibility in the state of fashion: Endless collections with an insane layering of products on 1 model. It was just too much.

 

I'm actually very excited about this IF only he can challenge himself each collection to develop a new narrative or proposition. If it's just 200+ looks of the same we've been seeing for the past 5 years then it's still the same no?

 

You know I was talking to a PR friend and she told me that as much as the Hadid and stuff are great in terms of exposure (thanks to them, brands have a secured worldwide coverage in media outlets for free), the « influencers » part of their job is actually the most disappointing. And she used the Kendall example to illustrate that: she is the global ambassador of Longchamp but in her IG, she does not make Longchamp a part of her lifestyle. She flexes with boxes of Vuitton instead of doing the same for Longchamp... They are models and celebrities and doesn’t necessarly deals with what brands actually expects from them when they invests in them...

So, I think models will still have a voice. But yes, the profile of an Adut or Vittoria will be the same still. And models will come and go as usual.

What I wish is actually a return to OG campaigns...You know, like Daria being the face of Chanel for 2 years. Going back to that will maybe redefine the word diversity and it might be challenging in some markets (For black girls for example in Asia) but I think having multi campaigns can work with that.


Yes, exactly. Things have to be more about a collective than individuals now. I understand that showing during the Oscars is great for the exposure but really, It’s a bit pointless (considering that the biggest names are tied to contracts). When you are Tom Ford, you can show on the calendar and everybody will come...

But Tom was on something with his private presentations...
You know what, I don’t know if big shows will remain or if quality will now matter. I loved big shows when it was done by Karl, John, Lee or Marc. The extravaganza made perfect sense for them...The problem is that it became the norm for people who don’t have that in them (look at Nicolas’s shows for Vuitton...A pure waste of money). So set-design to create an experience:Yes! But that experience must make sense...In Alessandro’s case, it was pointless and made his clothes even less modern.

What I don’t want in 100 looks on the runway. Yes, it worked in Chanel shows...But the last collection Hedi presented was an endless bore.

While I think 2 collections will be presented in shows, I don’t think brands will only produce two collections. I don’t know if you remember the capsule Nicolas did at Balenciaga or the Edition 24 Stefano did at YSL...They were collections that supported the runway collection. They were commercial but not in a cash-cow kind of way.

That’s maybe something that brands can engage to in the future.

 

Be it 2 or 6 shows a year I already know I won't like anything in them and I'll find it to be just as infantilizing and cheap as ever...My only concern is: When is Theyskens debuting at Azzaro?

 

If you're showing 2 times a year, presumably it's going to be spring/fall anyways so there will still be seasons??? All for having lessened show schedule tho.

 

True, I meant more so because of all the other designers attached to this project. I think the general show season is probably coming to an end.

 

i hope this is for real and the industry does a serious overhaul. it's due. it's necessary in this day and age. two collections. more in tune with reality.