Is This An End? In This Epilogue, Gucci Explores The Story Further With A 12-Hour Live Stream

Before charging into the future of fashion, Gucci is navigating the throes of a storied arc in a cryptic postscript that is set to round out the liturgy of its word.

Related: Gucci Gets Candid In Quarantine With Its Campaign Shot From Home

In literature, there is always more to a story than how it ends. Even in its imminence, it is but natural to wonder what happens next before the punctuation is typed out. While some would rather leave the sediments of the story settle or you know, imagination, there are a few who would write out a succinct commentary, an omnipresent perspective that offers some sort of an exhale to the narrative. Much like an aside or a postscript, an epilogue functions as a direct link to the reader, positing a more decided closure that no matter where the pendulum swings will bring a much needed sense of comfort to the reader.

“Will this story ever end?” announces Gucci in a taped glitch, offering crumbs of clues as to what to expect from the luxury brand in its effort to rise from the rubble of the ravaging rampage of the pandemic. Cryptic as it may be, this is actually a valiant attempt at posterity, one that sees a fully realized arc as opposed to an overextended account that is rid of absolute joy. Following the thread of its precedent, An Unrepeatable Ritual in Fall/Winter 2020, where Creative Director Alessandro Michele reversed the rules in his utmost reverence for the rigors of fashion tradition, Gucci is set to conclude this chapter of stories in Epilogue for its much-anticipated presentation. “I decided to unveil what lies behind the curtains. May the miracle of skillful hands and holding breath come out of the shadows. May the collective intelligence that takes care of gestation be visible, as shivers rage on,” he said of the former season’s unveiling, before the reality hit the world, derailing anything set in stone up until then. In his subsequent isolation, the orchestrator of the Gucci symphony has come to an introspection that careens off what is trusted and typical. “I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call,” he proposed. “We will meet just twice a year, to share the chapters of a new story. Irregular, joyful and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes and communication platforms.”


Further along the timeline of crisis, Alessandro Michele has since presented a charming campaign in quarantine, and now, he is looking into proximity of the future, unveiling the final act in a special 12-hour live stream at the inaugural Milan Digital Fashion Week, which will be accompanied by a visual narrative feature in the indelible imprint of the Gucci spirit. “I am not an expert of the industry and economy, but I feel I need to give myself some time and also to the many people working with us. Rules make our lives easier but we need fresh oxygen,” says Michele, taking into account the necessity to breathe new life into the tired tyranny of tradition. “Our reckless actions have burned the house we live in. We conceived of ourselves as separated from nature, we felt cunning and almighty. We usurped nature, we dominated and wounded it. We incited Prometheus, and buried Pan. So much haughtiness made us lose our sisterhood with the butterflies, the flowers, the trees and the roots. So much outrageous greed made us lose the harmony and the care, the connection and the belonging. We ravaged the sanctity of life, neglectful of our being as a species. at the end of the day, we were out of breath.”

Finally, Gucci is catching its breath. Deviating from the norm in a digital disruption, a new creative universe is going to be born with Epilogue, where a collection will be brought to life by people in his office instead of models. “I would like the reversal to continue, I am trying to complete this uncovering. I did the casting and it will be a beautiful thing,” the main man of Gucci explains. “For me it was important and necessary. Closed at home, we questioned and studied so much that we produced something that is also the reflection of what is inside my studio.”

With the possibility of new horizons, the liturgy of the word becomes truth very soon, and by then, the future will become very clear. There will be no end, for sure, but what comes next is a persisting of that narrative in its own terms, own pace, and own way. For Gucci, this is where the story begins again.

The full event, including the 12-hour live streaming and the exclusive narrative feature, will be broadcast from 8:00 AM CEST on the Gucci website, YouTube, Twitter, Weibo, and the Gucci App, and from 12:00 PM on Gucci Facebook. The visual feature will be on air at 2:00 PM CEST on, YouTube, Twitter, Instagram, Facebook, Weibo, the Gucci App and on the CNMI official channels.
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