Gucci is shaking up the fashion calendar — by going co-ed.
The Italian brand plans to present its men’s and women’s collections in one fashion show, starting in 2017.
The first unified show is to take place at Gucci’s sprawling new Milan headquarters in Via Mecenate next year.
“It seems only natural to me to present my men’s and women’s collections together. It’s the way I see the world today,” said creative director Alessandro Michele. “It will not necessarily be an easy path and will certainly present some challenges, but I believe it will give me the chance to move towards a different kind of approach to my storytelling.”
“Moving to one show each season will significantly help to simplify many aspects of our business,” said Marco Bizzarri, president and chief executive officer of Gucci. “Maintaining two separate, disconnected calendars has been a result of tradition rather than practicality.”
The executive revealed the development on Tuesday morning at the New York Times International Luxury Conference.
Gucci is also working with the Camera Nazionale della Moda to determine a calendar date that will support the company’s commitment to a “see now, buy later” schedule.