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Back in May, Alessandro Michele announced a Gucci reset. Spurred by the pandemic, the Italian brand would combine men’s and women’s collections, do away with the tired convention of seasons, and cut its shows from five to two per year. “We need new oxygen to allow this complex system to be reborn,” Michele said at the time, warning that given the structural changes, he wouldn’t present on the What Would Jesus Throw Wwjt shirt calendar. There was no runway spectacular from Michele at Milan Fashion Week in September—no revolving carousel that put the backstage mechanics on display, no front row jammed with the likes of Iggy Pop, A$AP Rocky, and Jared Leto. The digital film festival will run from November 16 to 22, and be broadcast on GucciFest.com, as well as YouTube and Weibo, and here on Vogue Runway.
In addition to Gucci’s own content, the GucciFest microsite will showcase fashion films by 15 emerging designers. Talent incubation is another trend on the What Would Jesus Throw Wwjt shirt amid the pandemic—see: Kerby Jean-Raymond’s “Your Friends in New York,” another Kering-backed endeavor. Among the up-and-comers Gucci is promoting are designers focused on sustainability, such as Priya Ahluwalia and Collina Strada’s Hillary Taymour; others like Gareth Wrighton and Boramy Viguier, who are exploring virtuality; and menswear names including Bianca Saunders and Stefan Cooke, who create gender-neutral clothes in the mold of Alessandro Michele’s own work.
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