The current climate has definitely given opportunities for self reflection and change for many of us and the iconic Italian luxury fashion house is no exception. Earlier this month creative director, Alessandro Michele announced on Gucci’s official Instagram page, via a six page diary entry, that the brand was now to host two seasonless shows per year rather than five and that in fact the traditional format had grown “stale”.
Renowned for his progressive thinking and approach, Michele acknowledged the fashion industry’s “reckless actions” and brought light to our many selfish ways that only lead to the loss of nature; the very essence of what inspires all creatives in the first place.
“So much haughtiness made us lose our sisterhood with the butterflies, the flowers, the trees and the roots. So much outrageous greed made us lose the harmony and the care, the connection and the belonging”
Since the fashion house’s modest beginnings, there have surely been many monumental developments, from the ban on animal fur to becoming entirely carbon neutral. But could this decision from the leader of the luxury sector be what determines whether others follow their steps?
There is no doubt that this fashion empire has immense influence over both its consumers and competitors, but nevertheless this was still a bold move made by Gucci. It’s efforts are being praised and supported by parent company Kering S.A. who have been monitoring the brand’s environmental impact for years, also conscious of the imminent power it holds. But the public is then left to question exactly how much change this could make on its own. The fashion industry itself is the second greatest contributor to pollution and seasonless shows would only have a positive impact if others were open to follow their lead.
Many insiders have suggested that fashion houses will be pushed to rethink their collection calendars post-coronavirus as there has been an overall drop in sales and interest. The economic and cultural damage has been so great that many designers have even considered reusing their Spring/Summer 2020 collections for the following year. Although this would be an impossible solution for a giant of a brand such as Gucci who have utilized creative and innovative thinking instead to move their vision forward subsequent to Covid and beyond.
But overall I think that we can all learn lessons from the very needed development in the fashion industry, take time to reevaluate how our choices affect the world we live in and where we can find a compromise between art and a healthy climate. Gucci has conveyed the obvious message that there is more worth in quality rather than quantity.
A lesson that can be applied to all walks of life.
