Gucci continues to amaze and fascinate!
The Maison has announced a new co-ed show to be held next May in Europe and will be added to the show already scheduled during Milan Fashion Week which will air from 22 to 28 February and which marks the expected return of the brand in city after a two-year break.
Details on the location, theme or name of the collection have not yet been released and should correspond, due to its location on the calendar and the fact that it will be held in an undoubtedly spectacular European location, to a Cruise / Resort collection even if Alessandro Michele, in his Notes from Silence written in 2020, he declared:
I decided to build an unprecedented path, away from the deadlines that have consolidated within the world of fashion and, above all, away from a hypertrophic performativity that today no longer finds its raison d’être. […] In my tomorrow I will therefore abandon the tired ritual of seasonality and shows to regain possession of a new scan of time. […] We will only meet twice a year to share the chapters of a new story
The decision to organize a second show two months after the first therefore corresponds to the desire to reclaim “a new scansion of time” with “irregular, impertinent and profoundly free chapters […] written by mixing rules and genres”.
After the success of the November show, it is clear that the brand still wanted to maintain its programming of location shows to complement the gradual return to fashion shows which, presumably, will take place within the programming of fashion weeks.
Gucci doesn’t really need to stick to this or that schedule and could choose to continue to follow its own calendar for the future months, post-pandemic.