As participants in the fashion industry, one pressing question came to our minds when the global pandemic hit; will we get new fashion shows? This was uncertain, as many brands are navigating how to move forward with presenting their collections. Some brands have committed to doing less shows per year or going digital and some fashion week events have been cancelled or postponed. This week, select labels presented their Spring 2021 collections in-person and online.
Creative director Alessandro Michele interpreted a social distance runway as a 12-hour livestream video. Taking place at the Palazzo Sacchetti in Rome, the Gucci show was filmed and broadcasted (watch it here). For the sake of transparency, the 12-hour video highlights the labor that goes into selling the garments. Michele included footage of the runway set being constructed, as well as hair and makeup teams working with models. In addition to the livestream, the brand informally presented collaged images of each look, featuring the models’ names and written annotations.
Titled “Epilogue,” the show was a last chapter in what Michele calls a “series of fairy tales.” Beginning in February, the first show took place in Milan. The second chapter came as COVID hit Italy, so it manifested as the autumn/winter 2020 campaign called “The Ritual.” Gucci’s Epilogue featured brand staples; big sunglasses, head-scarves, and eclectic patterns.