(Digital Fashion Week - Milan) Gucci's Alessandro Michele reverses rules

Italian luxury brand, Gucci has already announced that it will eschew destination runway shows and whittle down its calendar to two events a year, in a bid for prudence.

To mark the end of a cycle, the fashion house rolled out a 20-minute video titled “Epilogue,” with the design team acting as the models at Milan's Digital Fashion Week. The gimmick provided a rare look at the faces who power the brand from behind the scenes — something that has become of public interest as consumers push for diversity and inclusivity.

While there was no live event, Gucci organized small watch parties in key fashion cities where the health situation permitted, including Milan and Paris, as well as Barcelona, Shanghai and Moscow.

’’The collection, in short, is the end of an experiment,” creative director Alessandro Michele told viewers. ‘’It’s an attempt to use fashion as a space, in particular, as an experimental lab. And this is my experiment.’’

+2