There is simply no lie that the rise of Covid-19 has affected the fashion industry for the foreseeable future.
We have seen fashion weeks cancelled, collections postponed and the whole industry shaken to its core.
But is this such a bad thing?
Alessandro Michele seems to think not. The Creative Director of Gucci revealed in May of 2020 that the fashion brand is going for a more “seasonless” approach when it comes to fashion weeks and collections. Instead of 5 collections a year they will create two around spring and Autumn. Yes, this may take out the excitement of fashion weeks and catwalks but it helps combat a much bigger issue.
Sustainability.
It is no secret that fashion is responsible for some of the world's highest materials wastage. For example, almost 20% of the world's water waste stems purely from the fashion industry. The reduction of collections all year round means less wastage and less use of resources from the fashion industry. Of course, Gucci is not the first brand to develop such an ethos with companies such as Stella McCartney and Vivienne Westwood have been striving towards a more environmentally conscious industry for years. Also, with the rise in global media coverage regarding sustainability, this was a wise direction for Gucci to take. According to their website, Gucci isn’t just reducing waste but are continuing to fight for others during the global pandemic. The brand made two separate donations of a million euros to different crowdfunding campaigns.
The future of fashion is certainly dependent of innovative brands such as Gucci, brands who are not afraid to take the risks necessary for change. There may be setbacks to breaking traditions but due to social media and campaigns to further save the planet, this is the next step needed. There will always be alternatives that are already increasing in popularity. Digital fashion shows that can be accessed by people from all over the world, not just the front seats. From an industry perspective, the digital shift will help brands like Gucci stay current and continue to spread their important message.
Overall, it proves that the pandemic has awoken a unique perspective on what exactly ‘fashion’ is and how we consume it. It is so much more than clothes but an experience and a community. The industry is global and through the power of media, Gucci can implement these changes for a better brand image but also a better world outlook.
Gucci has had a vision for 2021.
Let’s see if the rest of the industries follows.
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