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A season-less movement for Luxury big names

The start of a new season signals to ever die heart fashionista of a whole new plethora of clothing, handbags, jewellery and shoes to add to our collection. I love watching the new season reveals, streaming fashion runways, perusing the new collection on the computer and watching influencers don the latest by my favourites. Seeing what direction the designer is taking the brand for the next few months, the colours, the contrasting shapes and the innovative creative takes on already staple items, are highlights for seasonal releases. 
So i can say that i was shocked to hear Gucci's creative director, Alessandro Michele announce in an instagram statement that the multi billion dollar fashion brand has decided to, 'abandon the worn-out ritual of seasonalities and shows to regain a new cadence'. For me, Seasonalities were the staple behind luxury designer brands showcasing the newest creation and collection that adapts to the season at hand. However, being an Australian, the newest collection was also the opposite to the season that i was currently experiencing. For instance the Season 2020 summer collection launching in June seems redundant for us in the southern hemisphere, because we are experiencing winter, and the traditional fashion calendar  would seem to be made only for the northern hemisphere. So, in this respect i fully agree with removing seasonalities and keep things staple and only have 2 releases per year to 'share the chapters of a new story, irregular, joyful and absolutely free chapters, which will be written blending rules and genres'. 
The new direction Gucci is taking comes just weeks after Yves Saint Laurent revealed that it will not present its collections, 'in an of the pre-set schedules of 2020'. This new movement seems to be in the attempt to, ' take ownership of its calendar  and launch collections following a plan conceived  and driven by creativity'. 
Perhaps, due to the current pandemic conditions luxury brands have been forced to think quick to save the current operation bottom line, as well as providing  the brands with a sustainable future. Or perhaps, this truely is Luxury modernising themselves  and bringing their brands into the current modern day. Either way, i am excited to see what the ever-changing  luxury landscape is going to look like. 

Gucci and Saint Laurent's shock announcement, is one ripple in the changing tideland that is the fashion-sea with the digitalisation of the spring/summer 2021 men's and couture shows in Paris, just one example of how these billion dollar conglomerate are adjusting to the new world climate. It still remains to be seen whether  the new 'season-less' Gucci means that it will manufacture actively, market fiscally, and sell inherently less trendy due to the loss of variety of seasonal colours compared with the stable product. I guess, i like everyone will just have to continue to observe this evolving space. 
- my Fashiontine
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