Gucci has announced that it plans to go seasonless, with shows taking place twice a year. The announcement comes after the BFC and CFDA released a joint statement calling for the industry to take a slower approach moving forward.

In a virtual press conference Gucci's Creative Director, Alessandro Michele announced that the brand would be reducing its fashion shows from five to two times a year. Declaring the fashion calendar obsolete, Michele said he was no longer adhering to a seasonal rota of spring/summer, autumn/winter, cruise and pre-fall shows; instead Gucci's two collections will be seasonless.  

In a series of personal isolation journals from the past few months on Gucci's Instagram account, Michele revealed his decision. Saying: "I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call. 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."

Photo credit: @gucci