It's all systems go at Gucci as the fashion house has just revealed its first official announcement of how future collections (or at least, this particular one) will be shown. As declared by creative director Alessandro Michele back in May this year, Gucci is set to be disruptive in its modus operandi—no longer will the collections be constrained to the traditional fashion system of seasonality and fashion weeks.
Named OUVERTURE of Something That Never Ended, the collection will debut as a miniseries of the same name. Co-directed by acclaimed filmmaker Gus Van Sant—of culturally defining films such as Psycho, Milk, and Good Will Hunting—the miniseries will span seven episodes that will each be released daily. OUVERTURE of Something That Never Ended is set in Rome and will star actress Silvia Calderoni as her character is depicted in a series of daily routines and (as one does) encounter a host of familiar Gucci ambassadors and friends the likes of Billie Eilish, Harry Styles, Florence Welch, and Jeremy O. Harris.
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And with this being a first for Gucci, the fashion house is pulling out all the stops by making this a virtual festival of sorts under the monicker, Guccifest.
GucciFest isn't just an entirely Gucci experience though. While the unveiling of the collection is its main raison d'être, GucciFest will also be a platform for independent fashion brands to showcase their own collections through fashion films. The 15 designers that have been selected include Nigerian-Indian London-based designer Ahluwalia, Bianca Saunders, JordanLuca, Yueqi Qi, and Mowalola, just to name a few. They were personally chosen by Michele himself and supported by the fashion house. In other words, GucciFest could potentially shape up to be a full-on digital fashion festival in its own right.
Expectedly, there's not much else that we know about the upcoming Gucci collection or GucciFest. But seeing how the line-up both for Gucci's miniseries as well as its guest designers are extensively diverse, we're quite sure it'll be one for the books.
GucciFest is scheduled to go live from 16 – 22 November on YouTube, Weibo, and GucciFest.com.