Gucci will present its next fashion collection through a short film on several digital platforms around the world. This is the first collection to be unveiled in 2021, which marks the brand’s centenary year.
The name Aria is in sync with the brand’s new strategy presented last May and also points to its singularity as the collection is presented outside of any fashion week calendar. In music, an aria is a self-contained piece for one voice.
Last year through his manifesto “Notes From the Silence,” Michele revealed he was crafting a new course for the brand, abandoning what he has called “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.”
Conceiving new names for the collections and inspired by the music world, Michele in July presented what would have traditionally been called a cruise collection and that was dubbed “Epilogue,” worn by the team from his office instead of models in a project that included a 12-hour livestream.
The designer in November presented a seven-part film series he co-directed with Gus Van Sant. The collection appeared throughout seven episodes running from Nov. 16 to 22, screened during a new digital fashion and film festival called GucciFest. The collection and the series were called “Ouverture of Something That Never Ended.”
