hen 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 just how the brand would pivot.
And today, after the Italian brand was notably absent from Milan Fashion Week in September, that pivot has been unveiled.
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 a 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 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.
GucciFest will also platform the work of lesser-known fashion designers, such as Mowalola, Bianca Saunders and Ahluwalia.
GucciFest launches on Gucci’s channels on November 16 and runs until November 22.