GucciFest celebrates a new way of narrating fashion
From November 16 to 22, the Florentine maison will present its new collection through a completely innovative format. Guccifest, the digital format designed for the event, celebrates a new way of narrating fashion, now disconnected from the conventions of seasonality, and rather governed by the emotional and energetic flow of the creative process.
Overture of Something that Never Ended is the title of the creation, which subtly refers to Gucci Epilogue, the collection presented this summer through the digital format. The indissoluble link between fashion and the online world, perhaps more ephemeral than fashion itself, is now evident, and Gucci once again proves to be the pioneer of this revolutionary narrative form.
The collection will be deployed in seven days, and will be disclosed through a series of short movies directed by Gus Van Sant and Alessandro Michele. The seven short films will see the performer Silvia Calderoni interacting with some of the characters of the Gucci novel, among which stand out: Paul B. Preciado, Achille Bonito Oliva, Billie Eilish, Darius Khonsary, Lu Han, Jeremy O. Harris, Ariana Papademetropoulos, Arlo Parks, Harry Styles, Sasha Waltz e Florence Welch.
The apparently illogical structure, unhinged by the usual popular fashion week system, finds an answer in the Notes from Silence that the creative director published on instagram a few months ago, in which the designer had shown himself to be inclined not to follow a beaten track, but to trace a new path that could best respond to the needs of an increasingly fluid world, for which the old narratives are no longer suitable.
The event will be broadcast on Youtube Fashion, Weibo, Gucci Youtube, while the GucciFest will reveal the pieces collection day by day, expanding the narration of dress, no longer instantaneous, fast and elusive.
Even before admiring the collection, these exciting premises are enough to see how Alessandro Michele is always able to revolutionize our conventional approach to fashion, breaking down some of the pillars on which it has always sustained itself, and deepening a relationship, that between time and fashion, that constantly consumes and renewes itself.
Cover credits: fashiontimes
