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[2020 Fashion News] Gucci Announces Its Plan To Drop Seasonal Collections To Achieve Sustainable Development Goals During COVID-19

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The pandemic has shaken up the fashion industry. Many designers and brands have taken the decision to make sustainable changes to reform the sector. But will fast fashion be victims of the change too?

Gucci has been the latest designer to take the plunge. Creative director, Alessandro Michele announced Gucci would ditch its traditional fashion week calendar and instead, it will opt for two fashion weeks per year.

The Italian designer announced the news on Gucci’s Instagram in a heartfelt note. He said, “I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call. We will meet just twice a year to share the chapters of a new story.”

 

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5/6 • “I believe that we can build our tomorrow also starting from a renewed capacity of denomination. Here comes the desire to baptize our new encounters by naming them after a language that has marvelously ancient roots: classical music language. Accordingly, there will be symphonies, rhapsodies, madrigals, nocturnes, overtures, concerts and minuets in the constellation of my creative path. Music, after all, has the sacred power to produce reverberations and connections. It travels beyond the borders, reconnecting the fragility to the infinity.” A new path in fashion that leaves behind the paraphernalia of leitmotifs that colonized our prior world, according to @alessandro_michele in ‘The Sacred Power of Producing Reverberations’, his diary entry for May 3, 2020. #AlessandroMichele Read his diary through link in bio.

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This news comes after The British Fashion Council, and The Council of Fashion Designers of America released a joint statement, last Thursday. It said, “We encourage our brands, designers and retailers, who are used to fashion’s fast, unforgiving pace, to slow down.”

Sophie Winfield, a contributing editor for Boyfriend Magazine, said: “If anything, it shouldn’t have taken a pandemic for this move to have happened…it’s time for fast fashion brands to consider how they can be more sustainable too.”

Gucci is one of the world’s leading designers; fashion houses will undoubtedly follow in its footsteps in the weeks come. But will fast-fashion brands also re-think its damaging infrastructure?

According to The Royal Society of the Arts, only 19% of people think the fashion industry should go back to normal after Covid-19. People are re-considering who and where they buy from- shopping more local, independent and sustainable.

Besides, fast-fashion brands rely on cheap and quick methods of selling. But this is no longer needed after the fast-changing measures of the pandemic have proved otherwise. Consumers have abandoned the dying shopping culture. The environment is at the forefront of concerns.

Already, fast fashion brands like Weekday have shown the possibilities of sustainability in collections. These small changes are needed, for bigger ones to happen in the future. According to Green World, since March, the Spanish group Inditex, who owns Zara and Pull & Bear, reported a 24.1 per cent drop in sales globally.

The industry is facing a crisis, and consumers have started to shop elsewhere. Winfield said: “I hope big brands will follow and the industry as a whole will become more sustainable.”

Above all, Gucci is an influential design house leading the way for other brands. Only time will tell if all branches of fashion will turn their back on the worn-out system for good.

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