Gucci Goes Seasonless

We’ve been saying for weeks now that the pandemic would change life permanently and that is certainly coming true, industry by industry. Things won’t be the same and even when elements return they won’t be business an usual.

Here’s an example: fashion seasons. I’ve got to believe that the coronavirus destroyed Spring 2020 at retail and destroyed the prep for Fall 2020. Those two fashion seasons have been completely destroyed. No recovery and by the way likely no NY Fashion Week in June for men and in September for women, if I’m a betting man. Not likely in Milan either. Paris?

So what’s a fashion brand to do? Well if you’re Gucci, you stop doing “seasons.” Think about it, do we really need “seasons” in fashion when we don’t all have the same weather at the same time? Fall might be Fall in the US but it’s Spring in Brazil. And some places have very little seasonal change. Think about it. Seasons in fashion are a bit outdated, at least according to Gucci.

My bet, and I am a betting man, is that other fashion houses will follow and we may just not see another Fashion Week again. At least not what we know of for Fashion Week.

Maybe this was coming anyway and the coronavirus just accelerated it?

What’s your bet? What’s your experience? JIM