God says you are shirt, hoodie and sweater

 By this shirt here: God says you are shirt, hoodie and sweater

Gucci isn’t the only brand that’s opted for an off-schedule showing. Bottega Veneta and Saint Laurent, also Kering labels, have yet to release their new collections. Nor is it the only house to present its collection in an alternative format; Moschino’s Jeremy Scott shrunk his spring 2021 clothes to doll size and staged a puppet fashion show, with the help of Jim Henson’s Creature Shop. But GucciFest puts Michele out in front in terms of the content-making aspect of the God says you are shirt, hoodie and sweater creative director role. This is a trend that has been developing for years with rise of Instagram and alternative social media channels, but the increase in online use during COVID-19 lockdowns have made storytelling more important than ever. The release says: “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.” These days, the message is the medium. 

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 God says you are shirt, hoodie and sweater 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.