The Covid-19 pandemic has unexpectedly reorganized individuals’ priorities and for Mr. Armani is the chance to cut all the superfluous and bring back authenticity, not only in terms of vapid and gross exhibitions, but also in terms of costs. Yet this world seems to merely consider expenses, even when a fifteen minutes fashion show costs an average of six hundred thousand dollars and much more in terms of environment, travels and extra requirements in production.
Alessandro Michele, creative director at Gucci, has shared on his official Instagram page his personal feelings and opinions about the harmfulness provoked by the fashion industry collected in his diary ‘Notes from the Silence’ – whose name derives from the quarantine situation which gave the designer enough time to reflect. His words are straightforward and sharp.
“Our reckless actions have burned the house we live in… We usurped nature, we dominated and wounded it. Now that the devastation caught us unprepared, we have to think about what we would not want to be the same as it was.”
A hymn to Mother Nature, the main muse at Gucci’s house for the latest collection. Michele feels the need to rebuild his bond with Her, to find again what was lost for the sake of speed. Despite being a personal diary, this series represents a real call to action. “I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence..”.
The Director has announced that Gucci will hold shows twice a year and irregularly, irrespectively of the usual fashion calendar which provides brands to schedule a minimum of five seasonal shows per year – namely spring-summer, fall-winter, pre-fall, cruise and resort. The decision was further confirmed through a virtual press conference where Michele clearly stated that these changes are immediately needed and applicable, announcing the cancellation of the fashion show usually held by the giant during Milan Fashion Week.