When Gucci announced in May that it would be eschewing the traditional fashion show schedule in favour of two seasonless and genderless shows a year, people were left wondering what the brand would do instead.
Today, after the Italian brand was notably absent from Milan Fashion Week in September, that pivot has been revealed.
Gucci’s Creative Director Alessandro Michele’s new collection, named “Ouverture of Something that Never Ended”, will be presented to the world in the form of a seven-episode miniseries during week-long digital film festival, GucciFest.
Co-directed by Gus Van Sant, the series will star "international talents and friends of the house,” including Billie Eilish, Harry Styles, Arlo Parks and Florence Welch.
"The presentation of the new collection is a joyful and irregular new tale told by blending rules and genres, feeding on new spaces, linguistic codes and communication platforms,” a release from the brand read.
The GucciFest site will also provide a platform for the work of 15 emerging fashion designers by publishing fashion films created by them. The new talent to watch includes such as Nigerian-born Mowalola Ogunlesi, menswear-focussed Bianca Saunders and sustainability star Priya Ahluwalia.
GucciFest launches on Gucci’s YouTube and Weibo channels, as well as GucciFest.com, on November 16 and runs until November 22.
