Joining Milan fashion week.
Gucci has announced that it will present its Epilogue collection in the format of a 12-hour live stream. Being presented on July 14, the last day of Milan fashion week, the presentation will include a first look at the luxury label’s latest collection alongside a visual narrative feature.
Taking a retro approach, the news was announced through a VHS tape, a possible preview of how the latest collection will be visually shown. The tape included the cryptic statement “Will this story ever end?”
Distancing itself from the traditional fashion calendar and only showing twice a year, creative director Alessandro Michele has renamed the brand’s Cruise collection to Epilogue. In a statement posted on Instagram earlier this year, the 48-year-old said “the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call. We will meet just twice a year, to share the chapters of a new story.”