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Gucci plans to go seasonless, reduce fashion shows to twice a year - Business Insider

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Gucci announces plans to cut back to 2 fashion shows a year as the coronavirus pandemic ravages the luxury fashion industry

A model walks the runway at the Gucci Ready to Wear Fall/Winter 2020-2021 fashion show during Milan Fashion Week on February 19, 2020 in Milan, Italy.Gucci's creative director Alessandro Michele plotted out a new direction for the brand in a series of diary entries, which were shared on Gucci'sMichele said that he would abandon the traditional fashion calendar and move to a seasonless schedule.

"We will meet just twice a year, to share the chapters of a new story," he said. "Irregular, joyful and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes and communication platforms. His moves to take the brand in a new direction seem to be directly connected to the effects of the coronavirus pandemic.

The pandemic has had a devastating impact on the luxury fashion industry, forcing brands to close stores and cancel shows. Because of this, some brands are now rethinking their strategies for the future and shifting in a new direction.

 

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