Milan Fashion Week Spring Summer 2020 has officially come to an end. We were delighted to keep you posted on the best shows, promising designers and emerging trends. This update: Gucci.
Cover photo: Unsplash
Milan Fashion Week
Milan Fashion Week is full of great designers and shows. Since its hard to stay up-to-date with its great amount of shows, we’re delighted to keep you posted. Check out the schedule of all fashion weeks here and the complete Milan Fashion Week schedule here.
Gucci recently announced it wants to be a carbon neutral organization. It acknowledged the disastrous effect of the fashion industry on our planet and therefore their corporate responsibility had to be on point. In line with these words, Gucci will partner with a special UN project, supporting forest preservation in countries like Peru, Keya and Indonesia.
As part of their renewed corporate responsibility, Gucci’s Spring/Summer 2020 show at Milan Fashion Week was carbon neutral, with a focus on reusing materials. Invitations were recycled, LED lights were energy efficient and the decor will be used for shopping windows afterwards. For all guests who arrived by plane, Gucci introduced a carbon-offset program, which implies several thousands of trees will be planted soon.
Then we haven’t even talked about the collection – which was very innovative and surprising as well. Alessandro Michele knows how to continually innovate. The opening sequence caused a shock at many show-goers. The lack of color, excessive accessories and logos were new to the brand and its designer. As barefoot models entered the runway covered in uniforms made of blank canvas, it soon became clear that it was a political statement. The opening sequence represented uniforms and the “normative dress” as dictated by society and those in control.
After the first blank looks disappeared, Gucci’s signature looks soon filled the space. However, the collection isn’t entirely what we’re used to from Michele. Michele probably thought it was about time for a “cleaner” and more adult version of his earlier signature looks. It all looked very sleek and polished, reinforcing the brand’s heritage. Big logo’s and overdone accessories stayed absent, tough.
Overall, it seems like Michele perfectly knows what he does. Backed with a CEO who directs him towards the right (climate friendly) direction, he will reinforce the brand and keeps surprising the public, show after show.
Watch the entire Gucci show below.
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Uniforms, utilitarian clothes, normative dress, including straitjackets, were included in the #GucciSS20 fashion show as the most extreme version of a uniform dictated by society and those who control it. These clothes were a statement for the fashion show and will not be sold. @alessandro_michele designed these blank-styled clothes to represent how through fashion, power is exercised over life, to eliminate self-expression. This power prescribes social norms, classifying and curbing identity. The Creative Director’s antidote is seen in the Gucci Spring Summer 2020 lineup of 89 looks, he has designed a collection that conveys fashion as a way to allow people to walk through fields of possibilities, cultivate beauty, make diversity sacrosanct and celebrate the self in expression and identity. #AlessandroMichele
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