Gucci has become the latest major fashion house to overhaul its schedule, with creative director Alessandro Michele announcing that the label will present only two collections a year, abandoning the traditional five-season cycle.
The decision follows an open letter from the British Fashion Council and the Council of Fashion Designers of America, which called for a slower and more sustainable approach to the industry.
Speaking at a video news conference, Michele said that the concept of seasons had become "stale" and that clothes should have a longer life than the seasonal labels suggest. "Two appointments a year are more than enough to give time to form a creative thought, and to give more time to this system," he added.
Michele described the pandemic as "a great gift that our planet gave us" and said it provided an opportunity to create less wasteful fashion and garments that customers genuinely want to wear.
The designer confirmed that Gucci will not hold a show in Milan this autumn, and it remains unclear whether September fashion weeks will take place in physical form at all.
As one of the most influential figures in fashion, Michele's move is expected to set the tone for the rest of the industry, prompting further discussion around sustainability and the pace of production.
