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Gucci has decided to present its Spring 20201 collection through a series of short films instead of a traditional runway show this season.
The series was co-directed by the brand’s creative director Alessandro Michele, as well as cult filmmaker Gus Van Sant.
The films are, partly, a reaction to the ongoing limitations established by the Covid-19, and a way for Gucci to put its spring-summer collection (and creative prowess) on display without the usual fanfare of a catwalk show.
It’s additionally a component of a much larger change as the luxury brand breaks away from the standard fashion calendar.
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In May, Michele revealed that, moving forward, Gucci would abandon its 5(FIVE!) runway shows per year (one for men and women each season, as well as its many “cruise ship” collections shown in numerous remote locations) and streamline its annual presentations to 2 season less and genderless collections.
The collection was slowly revealed over seven episodes, all part of ‘GucciFest’ which included said movie as well as other shorts by international creatives.
You can check out some of our favourite episodes below:
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