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"Two appointments a year are more than enough to give time to form a creative thought, and to give more time to this system."

gucci is going seasonless

In the moment we are living, the fashion industry calls for a radical overhaul, with fewer fashion shows and products.

The ongoing thought in our head is: are superbrands ready for this change or will they continue to be silent?

Stores forced to close + canceled resort shows and trade events have pushed companies to revisit deliveries. Designers have been reconsidering calendars, show formats and whether or not there is just too much product out there, as going digital is a necessary priority for most at the moment — at least until the impact of the pandemic is behind us.

Gucci has set an example by going seasonless & declaring that "clothes should have a longer life." With that, they've also just released their pre-fall 2020 collection, which is based on nature and featuring extremely cute animals coexisting peacefully.

Gucci's creative director, Alessandro Michele, has declared the fashion week calendar obsolete and said he will no longer be adhering to a rota staked out by spring/summer, autumn/winter, cruise and pre-fall shows. In a virtual conference that happened this week, he said, "Two appointments a year are more than enough to give time to form a creative thought, and to give more time to this system."

And like that, the brand joined Saint Laurent in breaking down the conventional. That's because last month, SL decided to drop out of Paris Fashion Week and set their own pace for showing collections for the duration of the year, as the brand pivots to adapt to the coronavirus crisis.

Well, Gucci made a decision that throws significant weight behind a growing chorus of labels: to shift the balance of power in this conversation.

Besides Fashion Week participation reducing or even coming to an end, the brand's changes are bringing another subject to the table: the quality of the products and the choice of lasting materials as one of the principal pillars of this new moment. The choice of leather as the main fabric of its creations for the Gucci Pre-Fall 2020 campaign shows a concern for durability and sustainability in timeless products that - now - will pass through generations. Take a closer look below.

Gucci’s new campaign features extremely cute animals coexisting peacefully — it's a celebration of nature.

An ode to innocence, when as children we revelled in nature and life: that's the idea behind the new Gucci Pre-Fall 2020 campaign. Captured by Alasdair McLellan and with art direction by Christopher Simmonds, the campaign is entitled So Deer To Me.

As you can see, the concern about using sustainable materials is fully embraced by this collection: Gucci crafted with lots of soft leather in pastel colors, like in the Gucci Ace sneaker, embellished with the Interlocking G motif.

Lightweight fabrics and bright colors define the new Towards The Sun collection including GG Marmont wallets and card cases, also in pastel leather.

A pastel-hued lineup of mini GG Marmont handbags featuring the Double G hardware.

And, since we can’t go outside just yet, you can lose yourself in the full Pre-Fall 2020 campaign for now.

Be sure to check more fashion news here.

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