Gucci’s Epilogue

After his messages came at the height of the COVID-19 crisis to treat the fashion cycle with tactile care, Alessandro Michele furthered his futuristic vision of the future of runway in his latest show, Epilogue. The 12 hour live stream aimed to further Michele’s conversation of pulling back the curtain on the display of a runway collection. The collection is set to be the “an attempt to use fashion as a space, in particular as an experimental lab… present it this way, to the press, to the outside world, looking inside the mechanism of an advertising campaign.” This creative perspective came in the onset of 2019 during Gucci’s F/W 20 show. The contemporary set unveiled models getting ready for the runway directly on it. Michele’s message of transparency is yet another indication in Gucci’s psychological alignment Millennial market as of late. The idea of ripping back the curtains and exposing the design world, while highlighting all of those who make the magic happen is exactly the kind of transparent imaging that will resonate with younger audiences.
Epilogue embraces sentiments of transparency and the new kind of collection output that Michele seeks to inspire. In his ‘Notes From the Silence,’ an essay written amidst the height of the pandemic and industry freak-out, Michele seeks for the future of fashion to be without the competition of pace. Revisiting the artisanship and beauty of the design process is critical especially in luxury, what is considered the highest form of fashion. Highly skilled designers and creatives in Michele’s vision should seek to avoid seasonality and create “closer to their expressive call.” After Epilogue, “we will meet just twice a year, to share the chapters of a new story.”
And so, to conclude Gucci’s recent prediction of a more transparent world, Epilogue stands. The live-stream begins with shots of Gucci employees, mask-wearing of course, shooting the collection and preparing for the show. The models of this gender-fluid collection are those who design Gucci collections across the board. The collection never walks a runway, viewers are simply invited to see the on-set action of the lookbook being shot. It is the exposure of these extended and otherwise mundane activities that release the biggest tension in the world of luxury-the behind the scenes.
- By Adi Shoham
IG: @adiblossom