GUCCI is going seasonless with 2 shows per year.

The Kering-owned Italian megabrand joins stablemate Saint Laurent in breaking with the conventional fashion calendar.

“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call,” said designer Alessandro Michele in a diary entry posted to Gucci’s Instagram.

“We will meet just twice a year,” the entry continues, “to share the chapters of a new story. Irregular, joyful and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes and communication platforms.” The Italian megabrand is planning a virtual press conference with select journalists for Monday.

source: The Business of Fashion: BoF