Gucci‘s rebirth has come with many changes following the appointment of Alesandro Michele as creative director back in 2015. The Kering-owned luxury fashion house has risen catastrophically on everyone’s radar over the past few years. Today the brand has announced it will showcase its Spring/Summer 2019 collection during Paris Fashion Week for one season.
This business move is notable due to the fashion house’s typical Milan Fashion Week scheduling. The forthcoming presentation is part of a three-part homage to France under the direction of Michele. In a press release, Gucci shared that the homage to France began with the release of the Pre-Fall 2018 campaign. The previous locations of past Cruise collections include London’s Westminister Abbey in 2016 and the Galleria Palatina of Palazzo Pitti in Florence in May of 2017.
Marco Bizzarri, Gucci President and CEO, shared his thoughts on the change in a statement:
“Gucci is a global brand with deep and vibrant Italian roots and a visionary French shareholder, Kering. When Alessandro told me of his desire to present the new collection in Paris – continuing the French-inspired narrative – I thought it was a perfect way to continue the creative homage to France.”
Gucci’s SS19 collection will take place on September 24, while the Cruise 2019 fashion show will take place at the Promenade Des Alyscamps in Arles next year on May 30. Gucci still plans to host an event during Milan Fashion Week at the Gucci Hub on September 19.
For more luxury fashion news, take a look at how Balenciaga became Kering’s fastest-growing brand.