Since the beginning of the COVID-19 pandemic, the whole fashion world has questioned its rhythms, its structures, its meanings.
What marked production was seasonality, a concept that no longer seems to be at the center of the dynamics of the fashion system, especially for some brands and fashion houses.
The British Fashion Council has also moved in this direction, announcing that the next London Fashion Week will no longer have as its main focus neither the season nor the gender division.

There are, instead, those who have chosen to step out of the classic fashion calendar and completely rethink the modus operandi, we are talking about Alessandro Michele, Gucci‘s creative director.

As we have had the opportunity to tell you, Michele has published a manifesto entitled Notes from the Silence, in which he tells how the reflections made during this very difficult period for everyone led him and the Maison he heads to modify and rethink the presentations of the collections.

Gucci’s new collection entitled OUVERTURE of Something that Never Ended will be presented through a mini-series of the same name shot in Rome and divided into seven episodes, directed by Gus Van Sant and Alessandro Michele. The mini-series will be introduced during GucciFest, the innovative digital festival that combines fashion and cinema that will take place between November 16 and 22 and will be broadcast on YouTube/Fashion, Weibo, on the Italian fashion house’s YouTube channel and on the dedicated platform.

The series has as protagonist the artist, actress and performer Silvia Calderoni, engaged in a series of surreal moments of everyday life during which she meets a series of celebrities like 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 episodes of the mini-series will be broadcast one per day in a gradual manner, just as the eponymous collection will be revealed as the episodes are broadcast, in an absolutely new and innovative way. 

In addition, other fashion films dedicated to 15 emerging designers and their collections, selected by Michele himself, will be shown during GucciFest.

A renewed way of storytelling that moves on innovative but consolidated platforms that aims to explore this new era of contemporary fashion.