default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Gucci Returns to Milan Fashion Week Calendar

Models walk the runway during Gucci's "Love Parade" show in Los Angeles. Cosimo Sereni.
Models walk the runway during Gucci's "Love Parade" show in Los Angeles. Cosimo Sereni.

Italy’s biggest luxury brand will show a mixed-gender collection in Milan in February, returning to an industry-organised fashion week for the first time in two years. Gucci will stage two other shows next year in late spring and September, the brand said in a statement.

Since the coronavirus pandemic began, Gucci has experimented with showing off-calendar, releasing fashion films, virtual runway shows and staging destination events. Travel restrictions and constraints on staging physical events during the pandemic had meant there was less of a downside for brands to establish their own rhythm for creation and communication.

Gucci parent Kering’s French brands, including Balenciaga and Saint Laurent, made similar moves. But both had returned to Paris Fashion Week by this September, whereas Gucci and Bottega Veneta opted for destination shows in the U.S.

Several smaller brands like Alaia, Jacquemus and Y/Project have shifted to showing women’s ready-to-wear during menswear or couture, but Gucci’s return makes LVMH’s Celine the biggest remaining holdout among luxury brands who stepped off the calendar.

Learn more:

What’s Next for the Fashion System?

A radical overhaul proposed by some designers never gained traction, but the pandemic has been a catalyst for individual brands to shift the way they market and deliver collections.

In This Article

© 2021 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2022 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions and Privacy policy.